Alicia Keys announces new beauty and lifestyle brand to launch with e.l.f cosmetics in 2021

Image credits: Instagram @aliciakeys

Alicia Keys announces new beauty and lifestyle brand to launch with e.l.f Cosmetics in 2021

Alicia Keys and e.l.f has announced their plans to team up on a beauty and lifestyle venture expected to make its debut in 2021. Tarang Amin, chairman and chief executive officer at e.l.f. Cosmetics is quoted as saying; “We are beyond thrilled to leverage our strengths to help realise 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,”. 

Rather than a run of the mill collaboration the award winning singer will release her own products under the e.l.f Cosmetics portfolio. Among the few details that have been released e.l.f have confirmed that the products will be developed by dermatologists and cruelty-free. 

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