This week, vegan brand e.l.f Cosmetics revealed that it is working with award-winning musician Alicia Keys on a new lifestyle beauty brand. E.l.f. Cosmetics Chief Marketing Officer Kory Marchisotto is slated to be president of Keys’ new brand, which will be created upon principles of inner beauty, connectedness, and wellness. “Alicia is not just an icon, she is an inspiration,” Marchisotto said. “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.”

E.l.f. Cosmetics CEO Tarang Amin did not reveal many details about the forthcoming brand, only that it is set to launch in 2021 and will be dermatologist-tested and, as with all e.l.f. products, cruelty-free. “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,” Amin said. “As a brand builder, I’m excited and very energized about the opportunities for us to reach new audiences in creative ways and to continue to lead in category innovation.” 

Keys’ brand will join the growing number of celebrity-backed vegan beauty lines, including FENTY Skin—the skincare extension of Rihanna’s popular FENTY brand—which launched its first three vegan products (a cleanser, a toner-serum hybrid, and an SPF-infused moisturizer) last month. 

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