Cruelty-free skincare by Alicia Keys is coming in 2021.
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Alicia Keys is getting into the beauty business. Nine months in the making and launching next year, Keys is partnering with drugstore beauty favorite E.l.f to create a lifestyle beauty brand focused on wellness and self-care. The collection of skincare and wellness products will be cruelty-free.
“A culmination of Keys’ personal skincare journey and her passion for bringing light into the world, this new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection,” notes the press release. “With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, cruelty-free products, the brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action.”
Last year, Keys showed off her nighttime skin care routine on her Youtube page, including her favorite face wash, toner, and blemish serum. “My face is very prone to breakouts, so I am a fanatic about my face wash. I can’t just use everything I can’t just use anything,” she says. She also gave tips and tricks for using rose water, massaging your face, and how to unwind at the end of a long day.
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