Alicia Keys has partnered with E.l.f to launch her own skin care line. Together, they will create “skin-loving, dermatologist-developed, cruelty-free” products for consumers across the globe.
“We are beyond thrilled to leverage our strengths to help realize 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,” E.l.f Beauty CEO Tarang Amin said.
“As a brand builder, I’m excited and very energized about the opportunities for us to reach new audiences in creative ways and to continue to lead in category innovation,” Amin added.
Ya’ll have been asking about my skin care routine…???????? https://t.co/LqA0sSJbBw
— Alicia Keys (@aliciakeys) August 6, 2020
“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,” E.l.f CMO Kory Marchisotto said about Keys.
“Alicia inspires millions of people everyday. And now, more than ever, the world is craving a vision that is more than skin deep,” Marchisotto concluded.
Keys and company are expected to begin selling products next year. Fans can grab products online and at partner stores in select markets.