e.l.f. Beauty announced the creation of a new lifestyle beauty brand with Alicia Keys, 15-time Grammy Award winning artist, producer, actress, and New York Times best-selling author.
A culmination of Keys’ personal skincare journey and her passion for bringing light into the world, this new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection. 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. The brand is expected to launch in 2021.
“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. As a brand builder, I am excited and very energized about the opportunities for us to reach new audiences in creative ways and to continue to lead in category innovation,” said Tarang Amin, Chairman and Chief Executive Officer, e.l.f. Beauty.
“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. Alicia inspires millions of people everyday. And now, more than ever, the world is craving a vision that is more than skin deep,” added Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty and President of the New Lifestyle Beauty Brand with Alicia Keys.