e.l.f. Cosmetics announced that next year, it will be launching a “lifestyle beauty brand” in collaboration with Alicia Keys. In a press release, the company described the line as “groundbreaking,” and said it would allow Alicia to “further explore conversations about inner beauty, wellness, and connection.” 

“Born of Alicia’s personal skin-care journey and her passion for bringing light into the world, the brand vision is more than skin deep,” the press release continued. “With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, cruelty-free products, this lifestyle beauty brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.”

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