Alicia Keys set to launch beauty brand with E.L.F. Cosmetics

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In this screengrab, Alicia Keys speaks during “One World: Together At Home” presented by Global Citizen on April, 18, 2020. (Photo by Getty Images/Getty Images for Global Citizen )

Grammy Award-winner Alicia Keys has collaborated with E.L.F. Cosmetics to create a new lifestyle beauty brand.

Currently unnamed, the cruelty-free beauty line is expected to debut in 2021.

The 39-year-old singer/songwriter released a statement with E.L.F. and she said the new concept was inspired by her own personal skincare journey.

“She’s been wanting to do something in beauty and wellness for quite some time,” said E.L.F. chairman and CEO, Tarang Amin in an interview with WWD.

“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,” E.L.F.’s press release read.

e.l.f + Alicia Keys SKIN CARE?! Sign me tf up 🙌

— Hyram (@skincarebyhyram) August 6, 2020

Four years ago Keys announced her intention of going makeup free on red carpets and in photo shoots, expressing her desire to no longer “cover up.” Keys opted to go bare-faced on her “Here” album cover in 2016.

Keys wrote an open letter that detailed her album cover choice. She said it was “the strongest, most empowered, most free, and most honestly beautiful that I have ever felt.”

Since E.L.F.’s press release on Wednesday, news of the collaboration has been circulating in the beauty world, but it hasn’t been completely positive. Fashion and beauty influencers have been openly critical of Keys’s emergence into the beauty industry, suggesting that she is being hypocritical in light of the fact that she doesn’t wear makeup herself.

“People who do not wear makeup should not be coming out with makeup brands,” tweeted 21-year-old YouTube star, James Charles.