Alicia Keys Is Blessing Us with a New Lifestyle Beauty Brand

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alicia keys lifestyle beauty brand

If you’ve always been envious of Alicia Keys’s natural beauty (and the fact that she rarely wears makeup in public), you’re in luck.

The 39-year-old singer is sharing a rare glimpse into her skincare routine by launching her very own lifestyle beauty company. Although the collection is in conjunction with e.l.f. Beauty, it shouldn’t be confused with a collaboration, since it will function as Keys’s own brand.

Unfortunately, we don’t know the name of the company or what categories the musician will target (i.e., moisturizers, serums, etc.). However, e.l.f. Beauty confirmed that the formulations will be cruelty-free and dermatologist-approved. Since Keys is notorious for forgoing makeup to flaunt her natural beauty, we expect her products help us do the same.

“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,” Tarang Amin (chairman and chief executive officer of e.l.f. Beauty) said in a press release.

In addition to skincare, Keys’s line will also have a wellness element. “The brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action,” Amin added.

If you need us, we’ll be monitoring Keys’s Instagram page for updates. (You know, just in case.)

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Greta Heggeness

Senior Editor

Greta Heggeness is a California-based editor at PureWow and has been writing about entertainment since 2015. She covers everything from awards shows to exclusive celebrity...
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