Alicia Keys is launching a lifestyle beauty brand in conjunction with e.l.f. Cosmetics.
On Wednesday, the beauty company announced the news that the line is expected to drop in 2021.
“We are beyond thrilled to leverage our strengths to help realise Alicia's vision, as it not only aligns with our mission to make the best of beauty accessible but infuses it with an even deeper dimension,” said Tarang Amin, chairman and chief executive officer at e.l.f. Cosmetics.
Kory Marchisotto, chief marketing officer, e.l.f. Cosmetics and president of the new brand with Keys, added: “Alicia is not just an icon, she is an inspiration.
“Her perspective on beauty is soulful and timeless. Together we are painting the highest vision to blaze a new trail in beauty.”
She added: “Alicia inspires millions of people every day. And now, more than ever, the world is craving a vision that is more than skin deep.”
Not to be mistaken for a collaboration, the new launch will see the multi-Grammy Award winning artist release her own products brand under the e.l.f. Cosmetics portfolio.
At this stage, little else is known about the brand, including its name or the type of categories it will include. However, e.l.f. Cosmetics has revealed that the formulations will be dermatologist-developed and cruelty-free.
Full-coverage, 16-hour wear formula, so you're confident it's got your back all day. Lightweight feel, so you hardly know it's there! 😏 Our #16Hour Camo Concealer is perfect for all your makeup needs: contour, conceal and highlight 😍 Best applied using our dual-pointed Camo Concealer Sponge that easily fits into the hard-to-reach areas of the face giving you a flawless application! ✨#eyeslipsface #elfingamazing #elfcosmeticsuk #crueltyfree #vegan
A post shared by e.l.f. Cosmetics UK (@elfcosmeticsuk) on Aug 4, 2020 at 9:46am PDT
The fact that Keys notably gave up make-up in 2016, could also mean that the brand will have a greater focus on skincare, with the brand citing Keys' own “skin care journey” as inspiration.
A press release for the new venture also suggests that it will feature a lifestyle component.
“A culmination of Keys' personal skincare journey and her passion for bringing light into the world, this new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection,” the press release states.
“The brand aims to bring new meaning to beauty by honouring ritual in our daily life and practising intention in every action.”
The fact that the line is operating under the e.l.f. Cosmetics umbrella, which is available to buy on the British high street in stores like Superdrug and Boots, could also suggest that the prices will be purse-friendly.
The brand is expected to be available online and through exclusive retail partnerships in select markets.