The currently unnamed line is a culmination of Keys’ personal skincare journey and her passion for bringing light into the world. This new lifestyle beauty brand will enable Keys to further explore conversations about inner beauty, wellness and connection.
“Alicia is not just an icon, she is an inspiration,” says Kory Marchisotto, chief marketing officer, E.L.F. and president of Keys’ new brand. “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.”
With an inclusive point of view, an authentic voice and a line of dermatologist-developed, cruelty-free products, the brand aims to bring new meaning to beauty by honoring ritual in daily life and practicing intention
“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. “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.”
The brand is expected to launch in 2021.
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