The world went crazy in 2016 with the news of Alicia Keys’ decision to go make-up free. It sounded almost impossible for someone who works in an industry in which beauty and appearance are crucial for success.
The public felt that she had issues with make-up and had negative judgments towards people who wear it to enhance their natural look. They couldn’t have been more wrong. The multiple Grammy Award-winner said to TODAY’s Matt Lauer and Savannah Guthrie, “I just want to be honest with myself.”
Four years later, only seen with little or no make-up, she is as beautiful as ever with gorgeous skin.
In a press release last Wednesday, it was announced that the 39-year-old singer entered into a partnership with e.l.f. Beauty for “the creation of a groundbreaking new lifestyle beauty brand.”
“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,” said Tarang Amin, Chairman and Chief Executive Officer, e.l.f. Beauty. “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.”
“Alicia is not just an icon, she is an inspiration. Her perspective on beauty is soulful and timeless. Together we are painting the highest vision to blaze a new trail in beauty,” adds Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty and President of the New Lifestyle Beauty Brand with Alicia Keys. “Alicia inspires millions of people everyday. And now, more than ever, the world is craving a vision that is more than skin deep.”
The brand is expected to launch in 2021.
We’re so excited to see what the the partnership brings!