‘Now, more than ever, the world is craving a vision that is more than skin deep’

Multiple Grammy-award winning singer Alicia Keys is launching a groundbreaking new lifestyle beauty brand.

The new vegan, cruelty-free beauty line will be developed with E.L.F cosmetics and will enable the singer, who is one of the first celebrities to adopt a “no makeup” stance to “further explore conversations about inner beauty, wellness and connection.”

While E.l.f. Cosmetics CEO Tarang Amin did not divulge many details about the forthcoming brand, the new line is set to debut in 2021 and will comprise skin-loving, dermatologist approved, cruelty-free products that “encompass multiple beauty categories.”

‘Beyond thrilled’

“We are beyond thrilled to leverage our strengths to help realize Alicia’s vision, as it not only aligns with our mission to make the best of beauty accessible, but infuses it with an even deeper dimension,” said Amin in a statement.

“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.”

Ya’ll have been asking about my skin care routine…????‍♀️✨ https://t.co/LqA0sSJbBw

— Alicia Keys (@aliciakeys) August 6, 2020

‘More than skin deep’

Kory Marchisotto, the Chief Marketing Officer of e.l.f. Beauty, who will be in charge of Key’s New Lifestyle Beauty Brand added: “Alicia is not just an icon, she is an inspiration. Her perspective on beauty is soulful and timeless.

“Together we are painting the highest vision to blaze a new trail in beauty.

“Alicia inspires millions of people everyday. And now, more than ever, the world is craving a vision that is more than skin deep.”

Vegan beauty market

With this move, the American singer will join a growing list of celebrities who’ve launched their own line of vegan makeup or skincare including the likes of Rihanna, Selena Gomez, and Addison Rae.

According to researchers from Prophecy Market Insights, the global vegan beauty products market is predicted to grow to a staggering $25.3 billion by 2029.

The report estimates that the industry’s compound annual growth rate (CAGR) will increase by 5.9 percent during the next nine years driven by  “growing consumer preference towards cruelty-free and plant-based products, stimulated by ethical-led choices.” The report added that an increasing number of consumers are moving away from ‘chemical-based beauty’ due to ‘safety reasons’ and are drawn to products perceived as ‘safe’ and ‘natural’.

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Mohsina Dodhiya

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