She has been wanting to enter the beauty market for "quite some time" and it seems that time is now - Alicia Keys has announced her very own beauty line is on the way.
Not to be mistaken for a collaboration, the 15-time Grammy award winner will have her own brand under the e.l.f. Beauty portfolio.
"We are beyond thrilled to leverage our strengths to help realise 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 e.l.f. Beauty chairman and chief executive officer, Tarang Amin, in a press statement.
“As a brand builder, I’m excited and very energised about the opportunities for us to reach new audiences in creative ways and to continue to lead in category innovation.”
As for what the range will consist off, the brand has cited Keys' own "skincare journey" as inspiration, and will feature "skin-loving, dermatologist-developed, cruelty-free products."
However, in an interview with WWD, Amin said the range will span multiple categories within the beauty space. The brand will also have a "strong digital presence" and will partner with traditional retailers to reach consumers.
Though we don't know the name of the new offering just yet, Amin added that the line is about more than the items it plans to release.
"She has such important messaging on inclusivity, empowerment, wellness, self-care, rituals," he told WWD. "So really being able to bring all those elements out in rich storytelling is a key part of what this brand is going to be about."
The brand is expected to launch in 2021.
