Here’s what we know so far.
Multi-Grammy Award winning artist Alicia Keys will launch her own beauty brand in 2021, according to a new report.
Per WWD, the artist has partnered with E.l.f. Beauty to launch the brand which is described as “a culmination of Keys’ personal skincare journey.” Speaking with the site, CEO Tarang Amin said, “[Alicia’s] been wanting to do something in beauty and wellness for quite some time.” Amin also praised Keys’ multi-faceted accomplishments saying, “What really appealed to us is she’s much more than a celebrity, she’s someone of real substance who goes between being a 15-time Grammy Award winner and artist [and] she’s got a New York Times bestseller. This was really a great marriage between what she stands for and wants to accomplish in beauty and wellness, and what we stand for.”
There were no details shared regarding the name of brand, nor what products we might expect once it’s live, however a statement said it will include “skin-loving, dermatologist-developed, cruelty-free products.” Amin also hinted at the line going beyond just a product offering saying “it’s so much more” than simply that. “She has such important messaging on inclusivity, empowerment, wellness, self care, rituals – so really being able to bring all those elements out in rich storytelling is a key part of what this brand is going to be about.”
In 2016, Keys penned an empowering essay revealing that she was going on a #nomakeup journey, and has worn very little on her face in the years’ since, which we’ve loved to see. While we don’t know much about what to expect from the brand, what we do know is that we’ll take any skincare tips the woman has because her skin is glowing.
In the meantime, here are nine of the best new August beauty launches to check out.