The first important thing to note is that this will not be a collaboration between Alicia Keys and e.l.f. instead the new launch will see the multi-Grammy Award winning artist release her own brand under the e.l.f. Beauty portfolio. The cosmetics company announced the news on Wednesday, leaving a time-frame when the line will be dropped, which is in 2021.
Tarang Amin, chairman and chief executive officer e.l.f. Cosmetics expresses excitement about the new line, “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.”
Although the categories have not yet been announced, the company assured the public that the formulations will be dermatologist-developed and cruelty-free.
“Her perspective on beauty is soulful and timeless. Together we are painting the highest vision to blaze a new trail in beauty, ” e.l.f.'s chief marketing officer and president of the new brand, Kory Marchisotto says.