What do we know so far? Well, not a lot. Though we do know that the range is launching with E.L.F Cosmetics. Whilst it doesn't yet have a name the brand will be comprised of “skin-loving, dermatologist-developed, cruelty-free products.” Alongside more traditional skincare the brand will also focus on a holistic wellness with key messaging to expand beyond just the skin’s surface.
Starting a beauty brand when you're makeup free:
Back in 2016 the singer made headlines by penning an open letter titled Time to Uncover in Lenny Letter when she announced she will be going makeup free. Alicia Keys discussed how through meditation she came to have a “deeper knowing of myself”. And after being on a photoshoot where the photographer shot her makeup free the signer spoke about how she had never felt more empowered.
“Cause I don't want to cover up anymore. Not my face, not my mind, not my soul… nothing.” With this in mind it will be interesting to see how this translates into a beauty brand. The signer may have vowed to wear less makeup but this didn't mean she also decided to use less skincare.
In partnership with:
A statement from E.L.F Cosmetics states that the new brand will focus on “inner beauty, wellness and connection”. Whilst the brand has been in development for some months it is set to launch in 2021. It has been insinuated that there will be a strong digital presence. And whilst it may initially be available just online, we can only hope this will expand into a physical presence in Australian beauty stores in time.
The signer herself is yet to make any statements about the new beauty brand though we hope this changes as further details on the brand come out.
Image credit: @aliciakeys