THE WHAT? Alicia Keys has teamed up with E.l.f Beauty to create a new ‘lifestyle beauty brand’. The new venture will enable Keys, who is known for her bare-faced look, to ‘explore conversations about inner beauty, wellness and connection’.

THE DETAILS The line will comprise skin-loving, dermatologist approved, cruelty-free products that help the use ‘practice intention’. The brand is further described as inclusive and authentic and will launch next year.

“Alicia is not just an icon, she is an inspiration. Her perspective on beauty is soulful and timeless. Together we are painting the highest vision to blaze a new trail in beauty,” adds Kory Marchisotto, Chief Marketing Officer, E.l.f. Beauty and President of the New Lifestyle Beauty Brand with Alicia Keys. “Alicia inspires millions of people everyday. And now, more than ever, the world is craving a vision that is more than skin deep.”

THE WHY? Tarang Amin, Chairman and Chief Executive Officer, E.l.f. Beauty said the company was leveraging its strengths to help realize Alicia’s vision, to reach new audiences in a creative way. Roughly translated, ailing E.l.f. is looking to pivot from the beleaguered make-up category to a wellness slant as the latter trends and former wanes.