Not to be mistaken for a collaboration, Keys will be launching her very own brand under the e.l.f. Beauty portfolio, which acquired W3LL People earlier this year. The company dropped the news today, revealing that the line is expected to launch in 2021. “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,” said Tarang Amin, Chairman and Chief Executive Officer, e.l.f. Beauty, in a press statement.
While we don’t know the specific categories Keys will be entering or the name of the brand just yet, we do know that the formulations will be dermatologist-developed and cruelty-free, according to the company. The fact that it’s operating under the e.l.f. umbrella might also suggest that the prices will be wallet-friendly, like the company’s two other brands.
Keys’ new venture will also have a lifestyle component, as the press release explains: “A culmination of Keys’ personal skincare journey and her passion for bringing light into the world, this new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection…. The brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.”
Keys hasn’t officially spoken out about the announcement, but we’re eagerly awaiting product specifics – and following the news closely for more updates in the future.