Alicia Keys links with E.l.f. for new beauty brand

The American singer, actor and producer Alicia Keys is joining the ranks of celebrities who've brought out their own line of make-up or skincare. She has teamed with E.l.f. Beauty for her new project, which is expected to launch some time in 2021.

Rihanna, Kim Kardashian, Lady Gaga, and, more recently, Selena Gomez and Addison Rae have all entered the beauty market by launching their own brands.

Alicia Keys is developing her own line of products with E.l.f. Beauty to distinguish herself from her peers in this endeavour by establishing a brand that combines beauty and lifestyle with a focus on inclusivity and well-being.

The concept blends well with the image and lifestyle choices Keys puts forward. She was one of the first celebrities to adopt a "no make-up" stance not only in her daily life but during video shoots and on the red carpet. Numerous celebrities have since followed suit, posting bare-faced images on Instagram.

It's no surprise that her new brand will place interior beauty on par with the exterior. E.l.f. has announced that the products are developed by dermatologists and are cruelty-free. No information has been released however about what the brand will be called or what type of products will be offered. The company has specified, however, that the brand will launch at some point during 2021.