Alisha Keys Will Launch A Beauty Brand

2024 Author: | . Last modified: 2024-01-10 03:12

Alisha Keys with E.l.f. Beauty will launch a new lifestyle cosmetics brand. In a statement, the company said the brand will be "the culmination of Keys' own skincare journey," and will release "skin-friendly, dermatologist-developed products that are not tested on animals." According to the CEO of E.l.f., the singer has long wanted to create something related to the beauty and health industry. The name of the new brand and the line of products have not yet been announced, but it is already known that the products will be presented in several categories at once, and the singer herself has been taking part in the creative process for nine months. The brand, which is slated to launch in 2021, will be wholly owned by E.l.f. Beauty, and the singer will become its shareholder. The main focus will be on online sales. Fifteen-time Grammy winner and author of the autobiographical bestseller “More Myself: a Journey” Alisha Keys intends not only to produce cosmetics, but also to broadcast important values for herself: “She puts in everything an important message about inclusiveness, struggle for rights, health, self-care and daily rituals - all this united by a common history will become the semantic basis of the new brand”.