It’s Alicia Keys’s turn to hit the beauty market

Alicia Keys. Image: AFP/Valerie Macon via AFP Relaxnews

Rihanna, Kim Kardashian, Lady Gaga, and, more recently, Selena Gomez and Addison Rae have all entered the beauty game by launching their own brands.

The sector is clearly very attractive to celebrities, as now Alicia Keys is developing her own line of products. The singer is collaborating with E.l.f. Beauty to distinguish herself from her peers in this endeavor by establishing a brand that combines beauty and lifestyle with a focus on inclusivity and well-being.

The concept blends well with the image and lifestyle choices Alicia Keys puts forward. She was one of the first celebrities to adopt a “no makeup” stance not only in her daily life but during video shoots and on the red carpet. The singer has broken the rules, and numerous celebrities have followed suit, posting bare-faced images on Instagram.

It’s thus not surprising that this new brand will place interior beauty on par with the exterior. E.l.f. has announced that the products are developed by dermatologists and are cruelty-free. No information has been released however about what the brand will be called or what type of products will be offered. The company has specified, however, that the brand will emerge at some point during 2021. NVG

RELATED STORIES:

Alicia Keys teams with Michelle Obama, Oprah Winfrey, Jay-Z and Bono for new audiobook

Smudge-free makeup during a heat wave? It’s possible