“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.”
e.l.f. Cosmetics’s Chairman and Chief Executive Officer Tarang Amin shared his excitement over the partnership. “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,” said Amin. “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.”
In 2016, Keys launched her #NoMakeup movement and went makeup-free on the cover of her album HERE. “I swear it is the strongest, most empowered, most free, and most honestly beautiful that I have ever felt,” she said at the time, while reminding fans that she didn’t dislike makeup. “Y’all, me choosing to be makeup free doesn’t mean I’m anti-makeup.”
According to Allure, the still-untitled brand will offer dermatologist-developed, cruelty-free products that aim to “bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.”
The beauty business is booming. Kim Kardashian and Kylie Jenner have successful brands, while Rihanna recently expanded her beauty empire with her Fenty Skin line.
Keys, whose memoir More Myself: A Journey was released in March, is also readying new music. Her seventh studio album ALICIA is due this fall.