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Alicia Keys is Gearing Up to Launch Her Own Beauty Brand

Photo by Emma McIntyre/Getty Images for Billboard

Here’s what we know so far.

Multi-Grammy Award winning artist Alicia Keys will launch her own beauty brand in 2021, according to a new report.

Per WWD, the artist has partnered with E.l.f. Beauty to launch the brand which is described as “a culmination of Keys’ personal skincare journey.” Speaking with the site, CEO Tarang Amin said, “[Alicia’s] been wanting to do something in beauty and wellness for quite some time.” Amin also praised Keys’ multi-faceted accomplishments saying, “What really appealed to us is she’s much more than a celebrity, she’s someone of real substance who goes between being a 15-time Grammy Award winner and artist [and] she’s got a New York Times bestseller. This was really a great marriage between what she stands for and wants to accomplish in beauty and wellness,

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