Alicia Keys is only one of many celebrities to announce a foray into the beauty world, but this time, the star is looking to change things up a bit.
Keys, who has been a long-time proponent of no-makeup makeup, is partnering with e.l.f Cosmetics to launch a lifestyle beauty brand. In a statement from e.l.f Cosmetics, the beauty brand said the new line will include "skin-loving, dermatologist-developed, cruelty-free products." The statement went on to say that the new brand will aim to "bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action."
The products are expected to launch in 2021.