If you have read our beauty and lifestyle centric articles, you might have found e.l.f Cosmetics in our recommendations. Such is an appeal of this brand! Now, our favorite beauty brand is collaborating with 15-times Grammy-winning artist, producer, actress, and author, Alicia Keys to launch a new lifestyle beauty brand.
Expected to launch in 2021, the collaboration will bring a line of skin-loving, dermatologist-developed, cruelty-free products, and will aim to bring ‘new meaning to beauty’ by emphasizing on inclusivity, authenticity, and by honoring ritual in our daily life. This vision aligns well with that of Keys’ who through this partnership will “further explore conversations about inner beauty, wellness, and connection”.
Tarang Amin, Chairman and Chief Executive Officer for e.l.f Beauty shared their excitement for the partnership and said,
“We are beyond thrilled to leverage our strengths to help realize 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”.
The same enthusiasm can be felt in Kory Marchisotto’s words, who is the Chief Marketing Officer at e.l.f Beauty and President of the New Lifestyle Beauty Brand with Keys. Marchisotto shared:
“Alicia is not just an icon, she is an inspiration. Her perspective on beauty is soulful and timeless. Together we are painting the highest vision to blaze a new trail in beauty. Alicia inspires millions of people every day. And now, more than ever, the world is craving a vision that is more than skin deep.”
The brand is yet to reveal the details about the launch date or the products. So, stay tuned for more updates! In the meanwhile, share your thoughts about the announcement via tweet @Fuzzable.