Alicia Keys Teams with e.l.f Beauty on 'Groundbreaking' Lifestyle Beauty Brand: 'It's More Than Just the Surface'

Alicia Keys Teams with e.l.f Beauty on 'Groundbreaking' Lifestyle Beauty Brand: 'It's More Than Just the Surface'



e.l.f. Beauty's Chairman and Chief Executive Officer Tarang Amin says the company is "beyond thrilled" to help bring Keys' vision to life.

"It not only aligns with our mission to make the best of beauty accessible, but infuses it with an even deeper dimension," Amin said in a press release. “As a brand builder, I’m excited and very energized about the opportunities for us to reach new audiences in creative ways and to continue to lead in category innovation.”

RELATED: Alicia Keys Went Makeup Free 'To Stop Trying to Please Every Damn Body

When Keys first began embracing her natural makeup-free complexion, she reminded her followers that doesn't mean she dislikes makeup. "Y'all, me choosing to be makeup free doesn't mean I'm anti-makeup. Do you! 😘😘," she tweeted in 2016.

She's also said that showing off her skin has helped her feel more confident than ever before. In an essay written for The Lenny Letter, Keys said, “I swear it is the strongest, most empowered, most free, and most honestly beautiful that I have ever felt."

Source: Read Full Article