Alicia Keys is getting into the beauty business.
The 15-time Grammy. winner is teaming up with affordable cosmetics company e.l.f. to launch her own lifestyle beauty brand in 2021, according to PEOPLE.
“For me beauty is about the soul and the heart and the spirit and what comes through you, comes out of you. And so it’s more than just the surface,” Keys said in a statement. “It’s a deep conversation about who we are and who we want to be and where we’re going. It’s a passion of mine, a deep passion of mine that has been years in the making.”
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For years the singer has opted not to wear makeup and instead chosen to go bare-faced on the red carpet, at concerts, even while hosting the Grammys and that has not only given the world a chance to see how radiant her complexion is, it’s also left everyone hanging on her every word for her beauty secrets.
According to a press release, the new lifestyle beauty brand is “a culmination of Keys’ personal skin-care journey and her passion for bringing light into the world,” and it will let her “further explore conversations about inner beauty, wellness, and connection.
Although there aren’t a lot of specifics yet about the new lifestyle brand, it’s expected to be available sometime in 2021. “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,” said Kory Marchisotto, chief marketing officer of E.L.F. Beauty and president of the new lifestyle beauty brand with Alicia Keys. “Alicia inspires millions of people every day. And now, more than ever, the world is craving a vision that is more than skin deep.”
