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 â€“ all who have entered the beauty world in the last few worlds.
Earlier in the week American beauty brandÂ e.l.f CosmeticsÂ 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 â€“ 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.Â “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.
Yaâ€™ll have been asking about my skin care routine…đź‘€đź’śđź§–đźŹľâ€Ťâ™€ď¸Źâś¨ https://t.co/LqA0sSJbBw
— Alicia Keys (@aliciakeys) August 6, 2020
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.