Alicia Keys partners with E.l.f. Beauty to launch a ‘groundbreaking’ lifestyle brand coming in 2021

She has been embracing the natural skin movement since 2016, and has even gone bare faced on red carpets. 

And now Alicia Keys is set to help others have the same beautiful skin and glow she does. 

The 39-year-old star is partnering with e.l.f. beauty to bring a ‘groundbreaking’ lifestyle brand to the masses, the brand announced on Thursday. 

According a press release, the hitmaker’s line aims to ‘bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.’ 

Of the brand, the No One singer says the collaboration with e.l.f. is  ‘really creating something that I believe in.’ 

‘For me beauty is about the soul and the heart and the spirit and what comes through you, comes out of you,’ she said. 

Adding: ‘And so it’s more than just the surface. 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.’ 

The brand is set to launch in 2021 and looks to be skincare focused as the singer has largely gone makeup free for over four years. 

In 2016, she wrote in a Lenny letter ‘a Woman’s Worth’ she recounted how she felt the entertainment industry tore down a woman’s self esteem. 

‘I was really starting to feel like that — that, as I am, I was not good enough for the world to see,’ she wrote at the time.  

E.l.f. included that the brand will include a range of ‘skin-loving, dermatologist-developed, cruelty-free products’ and will have an ‘inclusive point of view.’ 

The release added that the new line will be a ‘culmination of Keys’ personal skincare journey and her passion for bringing light into the world.’

E.l.f. is known for its affordability and is sold in retailers including Target, CVS, Rite Aid, Walgreens and online.