Earlier this month, singer and natural beauty advocate Alicia Keys revealed that she is partnering with e.l.f. Cosmetics for a new beauty brand that’s set to debut next year. According to a press release from e.l.f., the line “aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.”
Focused on Inner Beauty
With a focus on skincare and inner beauty, the line is very on brand for Keys. Back in 2016, she shared in a piece penned for Lenny Letter that after doing a photoshoot makeup free, she started embracing her “real and raw” beauty. The singer now rocks the #nomakeup look on Instagram, magazine covers and even red carpets.
Keys’ perspective on makeup and focus on natural beauty will no doubt inspire the brand. e.l.f.’s press release reveals that it’s “born of Alicia’s personal skincare journey and her passion for bringing light into the world, [and] the brand vision is more than skin deep.”
The line is also described as a “lifestyle beauty brand [that] will enable Alicia to further explore conversations about inner beauty, wellness and connection.” However, product information has not yet been released.
The news of the brand came as a pleasant surprise to fans. One twitter user praised Keys for using her platform to bring positivity into the beauty world:
Another user simply shared what we’re all thinking:
However, the announcement was not met without criticism. In a since-deleted tweet, beauty YouTuber James Charles stated, “people who do not wear makeup should not be coming out with makeup brands, but that’s just my opinion.”
After receiving backlash for his words and realizing the line is more skincare-based, the guru later apologized. “I should’ve read more because literally who BETTER to talk about keeping your skin clear,” he shared. You can read the rest of Charles’ statement below.
Needless to say, Keys’ beauty brand will be unlike any other celebrity line we’ve seen before. And we can’t wait to see what she has in store for us!
What products would like to see from Alicia Keys? Let us know in the comments!