Alisha Keys presents her lifestyle brand

Cosmetic products from multiple Grammy owners will be available in 2021.

Famous American singer Alisha Keys will create her brand of health and beauty products in partnership with the American company, e.l.f. Beauty, which has been on the market since 2004. By 2021, the brand's products will be available to customers. 

The company emphasizes that the new project will become not only a cosmetics brand but also a lifestyle brand. According to the official press release, the new brand will be "the culmination of Kiz's journey in skincare." It will also help the singer to "explore more deeply the issues of inner beauty and a healthy lifestyle. 

Known for her passion for natural beauty (health and inner health), Alicia Keys is one of the few celebrities who are not afraid to show her photos and appear in public without makeup, thus promoting natural beauty and self-acceptance. We can assume that the new brand's cosmetics will also be based on this approach and contain more skincare products.

The singer herself has not yet made any official statements about the new brand, and information from her is expected very shortly. It is also not yet known precisely which products will be included in the brand's range. However, it is known that the best dermatologists will work on their creation. That cruelty to animals will not be involved in their testing and production - E.L.F. has an official policy of avoiding cruelty. It is expected that like other brands in the e.l.f. Portfolio, the new brand will be quite affordable. 

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