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The singer-songwriter, producer and New York Times finest-promoting writer, Alicia Keys, is launching an all-new “lifestyle beauty brand” in collaboration with e.l.f. Cosmetics. The assortment of skincare merchandise will probably be utterly vegan and is all set to hit the cabinets early subsequent 12 months.
Alicia Keys has been an advocate for the make-up-free way of life for some time now and has been very vocal about her stand. The musician has graced many award reveals, such because the Grammys and the VMAs and not using a speck of make-up, which makes her the proper particular person to launch her personal skincare product line.
In 2016, Alicia posted a letter, explaining why she opted for the make-up-free way of life saying, “Every time I left the house, I would be worried if I didn’t put on makeup: What if someone wanted a picture?? What if they POSTED it??? These were the insecure, superficial, but honest thoughts I was thinking. And all of it, one way or another, was based too much on what other people thought of me.” She additional elaborated on her stand staying, “Cause I don’t want to cover up anymore. Not my face, not my mind, not my soul, not my thoughts, not my dreams, not my struggles, not my emotional growth. Nothing.”
Even as Alicia made her alternative to put on minimal make-up, she additionally pressured the significance of correct skincare. “My face is very prone to breakouts, so I am a fanatic about my face wash. I can’t just use everything… I can’t just use anything,” she stated in a YouTube video titled ‘Get Unready with Me’, in which she dropped her evening-time skincare routine.
Keeping in thoughts how snug and assured Alicia Keys is in her personal pores and skin, it makes her skincare brand all of the extra reputable and particular. The professionals at e.l.f. cosmetics are understandably excited to work with her as Alicia walks the stroll when it comes to skincare.
“This is not another ‘celebrity beauty line,” stated the pinnacle of company communications at e.l.f. Cosmetics, Melina Fried.
Kory Marchisotto, the chief advertising officer for the brand additionally stated in a press release, “Alicia inspires millions of people every day. And now, more than ever, the world is craving a vision that is more than skin deep.”
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