Cosmetics from the multiple Grammy winner will be on sale in 2021.
Popular American singer Alisha Keys will create her own brand of beauty and health products in partnership with the American company elf Beauty, which has been on the market since 2004. And already in 2021, the brand's products will be available to customers.
At the same time, it is emphasized that the new project will become not only a brand of cosmetics, but also a lifestyle brand. According to an official press release, the new brand will be "the culmination of Keys' personal skincare journey" and will also help the singer "deeper explore the issues of inner beauty and healthy lifestyle."
Alisha Keys is known for her passion for natural beauty based on health and inner balance, she is one of the few celebrities who is not afraid to show her photos and appear in public without makeup, thereby promoting natural beauty and self-acceptance. It can be assumed that the cosmetics of the new brand will also be based on this approach and contain more skin care products.
The singer herself has not yet made any official statements about the new brand, information from her is expected in the very near future. Also, it is not yet exactly reported which products will be included in the range of the brand. However, it is known that the best dermatologists will work on their creation, and that cruelty-free methods of treatment of animals will not be involved in their testing and production - elf has an official policy of no cruelty. It is assumed that, like other brands in the elf portfolio, the new brand will be quite affordable.