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Alicia Keys is launching a beauty line but not everyone is happy about it

Alicia Keys is the latest to join the growing number of celebrities with their own beauty lines. In 2021, Keys will join the likes of Rihanna, Drew Barrymore and Victoria Beckham – all who have entered the beauty world in the last few worlds.

Earlier in the week American beauty brand e.l.f Cosmetics announced that it will launch a ‘lifestyle beauty brand’ in collaboration with Keys. According to the press release announcing the collaboration, the company said that the partnership would allow Keys to ‘further explore conversations about inner beauty, wellness and connection.’

While many fans of Alicia Keys are excited about the upcoming collaboration, others are confused about the annoucment and are questioning her decision to venture into the beauty industry.

Over the years Keys has been praised for her barely there approach to make-up and in 2019 when she hosted the Grammys the musician went completely make-up free for the event.

It wasn’t the first time that Keys went make-up free – she’s also graced the covers of magazines and her own album sans make-up.

Keys has been vocal about her approach to beauty and a few years ago penned a piece for Lena Dunham’s Lenny Letter blog explaining her decision to introduce her #nomakeup movement. “I don’t want to cover up anymore,” Keys wrote. “Not my face, not my mind, not my soul, not my thoughts, not my dreams, not my struggles, not my emotional growth. Nothing.”

While some fans might be questioning Keys’ decision, her tweet announcing the collaboration seems to imply that the collaboration might focus on skincare rather than make-up.

Other than the fact that the range will be dermatologist-devloped and cruelty free, fans will have to watch this space as very little is known about what the Alicia Keys x e.l.f. cosmetcs line-up might look like.

5 New Beauty Products to Know This Week

Whether your skin’s in need of some extra hydration, you’re after a new scent to uplift the senses or want to finally master the at-home blow wave, there are plenty of new beauty products that have just launched and are sure to overhaul your routine. We round up the new beauty launches you need to have on your radar this week.

new beauty

Fans of the original eponymous Narciso Rodriguez fragrance collection won’t be disappointed by the latest addition to the family, NARCISO Eau De Parfum Ambrée. Enchanting amber has always been at the heart of the original fragrance and in this newcomer, the iconic note gets a heady revamp thanks to mesmerising notes of vanilla.

There are also subtle yet unforgettable hints of florals too with tiaré flower and ylang-ylang that feature in the scent while smooth and creamy cedar undertones give the scent its staying power.

new beauty

Elizabeth Arden Ceramide Micro Capsule Skin Replenishing Essence

If you feel like your skincare routine is missing something, then a hydration-enhancing essence might be just what you need. Elizabeth Arden’s new Ceramide Micro Capsule Skin Replenishing Essence arrives just in time to remedy dull, dehydrated skin that’s been ravaged by the winter elements.

Formulated to help boost radiance and get the most out of the following steps in your routine, the incredibly lightweight formulation features game-changing moisture-boosting ceramides, orchid stem cells and red algae that work to revitalise and nourish the skin. Add the essence to your routine after cleansing and prior to serums and moisturisers in your routines to reap all of the skin health benefits.

new beauty

The ghd rise

Armed with all the right tools and styling products, hairdressers make mastering the perfect blow wave look like a walk in the park. But anyone who has tried to recreate ‘just-stepped-out-of-the-salon’ tresses at home knows that it can be tricky business. Fortunately, ghd has come to the rescue this week revealing the latest heated styling tool you need in your arsenal – the ghd rise (available now right here and at various salons nationwide).

Gone are the days of wrestling with your blow dryer and hairbrush as the rise combines the best of both worlds. The clever 3D volume smart hot brush works to create volume right from the root through to the ends of the hair. As ghd Australia and New Zealand Education Executive Jordan Thomas explains: “This innovation has really got me excited, all my clients crave volumised hair, but struggle – this easy to use tool creates volume from the root, creates flicks for fringes or ends or can be used to add body throughout, whatever you want, you can get it… quickly!”

new beauty

These days, there’s a mascara for everything – whether it’s length, volume or shape you’re after, you name it and there’s a mascara that will do it.  Hourglass’ new Unlocked Mascara, however, isn’t for the faint-hearted beauty fanatic – it’s a formulation for those looking to create a bold statement with their mascara choice.

Rather than simply coat lashes, the clever vegan formula harnesses film-forming technology that attaches transformative microfibres to your lashes for unreal lift, length and definition. The end results is dramatic, long lashes. Plus, not only will your lashes turn heads, the product is the first permanent addition to the Unlocked collection which means 5 per cent of proceeds go to the Nonhuman Rights Project – helping to secure civil rights for nonhuman animals and supporting Hourglass’ mission to unlock the cages of wild animals in captivity.

new beauty

Most of us are all too familiar with the fact that chilly weather can wreak havoc on our skin. If winter has left you with chapped, dehydrated lips, it’s probably time to invest in a nourishing lip balm that will restore your pout to its former glory. Fresh has just released three new Sugar Hydrating Lip Balm flavours (available from Sephora) that will not only care for your lips but will make you feel like summer is on the way.

The three new flavours include Watermelon and limited-edition Lime Mint and Blood Orange. Each lip balm contains a host of nourishing ingredients including moisture-locking sugar, a nurturing blend of apricot kernel, blackcurrant seed and grapeseed oils as well as vitamin E that work to make dry lips a thing of the past.