Alicia Keys is getting into the beauty business!
The 39-year-old Grammy-winning musician has teamed up with e.l.f. Beauty to create a new “groundbreaking” lifestyle beauty brand.
PHOTOS: Check out the latest pics of Alicia Keys
According to a statement released by e.l.f., Alicia‘s brand will aim to “bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.”
Alicia says that she and e.l.f. are “really creating something that I believe in.”
“For me beauty is about the soul and the heart and the spirit and what comes through you, comes out of you. And so it’s more than just the surface,” Alicia said. “It’s a deep conversation about who we are and who we want to be and where we’re going. It’s a passion of mine, a deep passion of mine that has been years in the making.”
Several years ago, Alicia made the decision to not wear any more makeup, and this YouTuber recently threw some shade at Alicia for launching a beauty brand.
Alicia‘s lifestyle beauty brand will be launching in 2021 – so stay tuned for more info!