Alicia Keys Getting Into the 'Lifestyle Beauty Brand' Business With E.L.F.

'Her perspective on beauty is soulful and timeless'

August 6, 2020
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Beauty brand E.L.F. is celebrating sixteen years in the makeup and skincare game this month, and to make an even bigger deal out of the milestone they’ve just announced a partnership with multi GRAMMY-winner Alicia Keys.

The new venture between E.L.F. and Keys promises to be an all out "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. 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."

“Her perspective on beauty is soulful and timeless. Together we are painting the highest vision to blaze a new trail in beauty," Kory Marchisotto chief marketing officer and president of the new project with Keys, added.

Right now there’s no name or release date for the new line of vegan, cruelty and paraben free products, but can be expected to launch sometime in the new year.

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