*Singer-songwriter Alicia Keys is teaming up with a vegan, cruelty-free cosmetics company to launch a new lifestyle beauty brand.
As reported by CNN, in a statement published Wednesday, the Oakland, California-based e.l.f. Beauty said that Keys’ range of “skin-loving, dermatologist-developed, cruelty-free products” will have an “inclusive point of view” and an “authentic voice” that “aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.”
The company said the new line of products, expected to drop next year, will be a “culmination of Keys’ personal skincare journey and her passion for bringing light into the world.”
“This is not another ‘celebrity beauty line,’” said e.l.f’s head of corporate communications, Melinda Fried. “Because Alicia is more than an icon, she’s an inspiration.”
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— Alicia Keys (@aliciakeys) August 2, 2020
“In her song lyrics, numerous interviews and editorials, and in her (new book), she has openly and honestly shared her skin struggles, her frustration with society’s unrealistic beauty ideals and her own journey to finding clarity, strength and a deeper knowledge of her real self. Now, through this new endeavor, she aims to help others find that same place of peace and power within themselves.”
Keys launched a solo no make-up campaign in 2016, citing the unrealistic beauty standards forced upon girls and women. But she didn’t expect her decision to go makeup free to birth a movement.
“Suddenly it was a movement, and I don’t even know what that means,” she said in an 2018 interview with Variety. “It doesn’t have anything to do with makeup or no makeup. It has to do with who are you, what makes you feel good, how do you want to express that and even just asking the questions — What do I feel? How do I feel good? However that is, you should do it.”
And that’s why Keys was not really down with the #NoMakeup Movement, saying: “Sometimes, I want some damn makeup, and I’m going to wear it! Guess what — if I want to wear red lipstick and put eyelashes on, I can do whatever I f-cking want. I am the creator of my own destiny.”