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This post originally appeared on August 5, 2020:
There are certain beauty brands that automatically have our attention when they launch new products — E.L.F. is definitely one of them. And there are a few musicians that command the same instant attentiveness when they announce a new project, like the legendary Alicia Keys. So imagine our surprise, delight, and outright excitement when we learned that the award-winning singer-songwriter will be teaming up with the affordable cosmetics company for a new skin-care line.
So much more than just another celebrity collaboration, this new venture between E.L.F. and Keys will be a full-blown “lifestyle beauty brand,” according to a statement shared with Allure.
“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,” E.L.F.’s chairman and CEO, Tarang Amin, said in the statement. “As a brand builder, I’m excited and very energized about the opportunities for us to reach new audiences in creative ways and to continue to lead in category innovation.”
Kory Marchisotto, E.L.F.’s chief marketing officer and president of the new brand with Keys, says the artist is iconic and inspirational. “Her perspective on beauty is soulful and timeless. Together we are painting the highest vision to blaze a new trail in beauty.”
As of now, we don’t know much more about the upcoming brand — not even the name. What we do know is that it will offer dermatologist-developed, cruelty-free products that aim to “bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action,” and that those products are anticipated to launch sometime in 2021.
Watch this space: As soon as we know more about this new partnership between E.L.F. and Alicia Keys, we’ll provide an update.
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