Home Business Alicia Keys’ new brand is ‘not a different celeb elegance line’

Alicia Keys’ new brand is ‘not a different celeb elegance line’



Singer-songwriter and producer Alicia Keys, who has formerly been vocal about her choice not to wear makeup, is teaming up with e.l.f. Attractiveness to start a new “lifestyle splendor manufacturer.”

The vegan, cruelty-no cost cosmetics firm explained that it is functioning with the multi-Grammy Award winner to launch a line of new goods future year.

In a statement printed Wednesday, the Oakland, California-primarily based brand reported that Keys’ variety of “skin-loving, skin doctor-developed, cruelty-absolutely free products” will have an “inclusive point of view” and an “authentic voice” that “aims to provide new meaning to elegance by honoring ritual in our everyday everyday living and training intention in each individual motion.”

It added that the new line will be a “culmination of Keys’ personal skincare journey and her passion for bringing mild into the world.”

Alicia Keys and Dua Lipa go to the 62nd Yearly Grammy Awards Credit: Rich Fury/Getty Visuals for The Recording A

“This is not yet another ‘celebrity beauty line,’” reported e.l.f’s head of company communications, Melinda Fried, in an e mail, on behalf of the company’s chairman and CEO Tarang Amin. “Because Alicia is more than an icon, she’s an inspiration.”

In her song lyrics, quite a few interviews and editorials, and in her (new ebook), she has overtly and actually shared her skin struggles, her aggravation with society’s unrealistic elegance beliefs and her own journey to obtaining clarity, power and a further information of her genuine self. Now, via this new endeavour, she aims to assist some others locate that very same place of peace and power inside of by themselves.”

Keys, who recently partnered with the CNN Heroes marketing campaign, announced in 2016 that she intended to don minimal to no make-up for public appearances and in image shoots, citing the unrealistic beauty standards compelled on women and women of all ages.

Alicia Keys speaks onstage at the Billboard x Amex Impact Brunch
Alicia Keys speaks onstage at the Billboard x Amex Effects Brunch Credit: Amy Sussman/Getty Images for Billboard

Crafting for Lena Dunham’s (now-defunct) Lenny newsletter in 2016, the “A Woman’s Worth” singer recounted how the leisure market had commenced to erode her self-esteem.

“I keep in mind when I first started off to be in the general public eye. Oh my gawd! Everybody had a thing to say. ‘She’s so tough, she functions like a boy, she must be homosexual, she need to be additional female!’ But the truth is, I was just from New York, and everybody I realized acted like that.

“I was actually commencing to come to feel like that — that, as I am, I was not fantastic ample for the world to see,” she continued.

A 2016 photoshoot, performed without having make-up, set Keys on the path to selling her new community graphic. At the time of her essay for Lenny, she stated that shoot was “the strongest, most empowered, most free of charge, and most honestly beautiful that I have at any time felt.” She has long gone on to on a regular basis surface on pink carpets and actuality singing competition “The Voice,” on which she is a judge, carrying tiny to no makeup.

Identified for its similar affordability, e.l.f. has nonetheless to announce the precise solutions Keys’ line will give, though Fried said it will “encompass numerous attractiveness categories” and that “Keys has been extremely associated in the creative system.” Fried explained that extra specifics about the vary, which include a name, will be uncovered “in the coming months.”

“Together we are portray the highest eyesight to blaze a new path in magnificence,” extra e.l.f.’s main advertising and marketing officer, Kory Marchisotto, in a press assertion. “Now, far more than at any time, the globe is craving a vision that is more than skin deep.”


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