Alicia Keys And E.l.f Are Launching a Lifestyle Beauty Brand

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If you’ve ever dreamed about having Alicia Keys’s perfect skin, you’re officially in luck! The singer has teamed up with drugstore favorite E.l.f for a lifestyle beauty brand, launching next year. The company hasn’t released the brand’s name or specifics just yet, but describes the line as a “a culmination of Keys’ personal skin-care journey.” All products are dermatologist developed and cruelty free.

“This new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection,” E.l.f said in a release. “With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, cruelty-free products, the brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.”

In 2016, Keys famously quit heavy makeup. In an open letter, the singer explained the pressure she felt to go bare. “Every time I left the house, I would be worried if I didn’t put on makeup: What if someone wanted a picture?? What if they POSTED it??? These were the insecure, superficial, but honest thoughts I was thinking. And all of it, one way or another, was based too much on what other people thought of me,” she wrote. “I don’t want to cover up anymore. Not my face, not my mind, not my soul, not my thoughts, not my dreams, not my struggles, not my emotional growth. Nothing.”

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Last year, the Grammy winner shared her nighttime skincare products on Youtube. “We all struggle with keeping our skin clear and I am very familiar with that struggle,” Keys says, before launching into her routine, which includes makeup wipes, a “medical-grade” cleanser, and sulfur spot treatment.

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Here’s hoping for more skincare videos from Keys and E.l.f. in 2021.

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