Alicia Keys Teams Up With E.l.f. Cosmetics To Launch Vegan Beauty Line In 2021

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Grammy award-winning singer-songwriter Alicia Keys will be launching a vegan beauty collection next year with e.l.f. Cosmetics. The California-based skincare and makeup brand revealed that the new collection will be focused on inner beauty and wellness, and will be entirely cruelty-free, dermatologist-tested and vegan-friendly. 

Music icon Alicia Keys is slated to debut her new line of skincare and beauty products with beloved cosmetics brand e.l.f. Cosmetics in 2021. Keys has been a long-time advocate of natural beauty and donning no-makeup looks, and the new collection will be based on her principles of inner beauty, well-being, empowerment and connectedness with others

“Her perspective on beauty is soulful and timeless. Together we are painting the highest vision to blaze a new trail in beauty,” said Kory Marchisotto, the chief marketing officer of e.l.f. Cosmetics. 

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

While there are no details about the forthcoming products, the brand has revealed that the entire line will be dermatologist-tested, cruelty-free and vegan-friendly. Products will “encompass multiple beauty categories,” according to the company, and consumers can likely expect the collection to be affordably priced, in line with e.l.f’s brand reputation.

“We are beyond thrilled to leverage our strengths to help realise 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 Tarang Amin, CEO of e.l.f. Cosmetics. 

The news means that Keys will be joining the fast-growing group of high-profile celebrities who have launched vegan beauty or makeup lines, perhaps most notably Rihanna’s recent FENTY Skin, which launched its first vegan-friendly products earlier this year. Selena Gomez has also revealed that she will be introducing her new vegan makeup brand, Rare Beauty, this September. 

Demand for cruelty-free, sustainable and vegan cosmetics and personal care products has been steadily increasing over the past few years as consumer awareness of sustainability and animal welfare grows. One report has predicted that the trend could drive the market to grow to a staggering US$25.3 billion before the end of the decade

It isn’t just new brands offering vegan-friendly products, mainstream retailers have also hopped on the bandwagon. E-commerce giant NET-A-PORTER, for instance, has recently introduced a new vegan “pillar” on their website under their NET-SUSTAIN edit, where customers can scroll through certified vegan and animal-free brands across a number of categories, from fashion to beauty.

Lead image courtesy of Alicia Keys Instagram.


  • Sally Ho

    Sally Ho is Green Queen's former resident writer and lead reporter. Passionate about the environment, social issues and health, she is always looking into the latest climate stories in Hong Kong and beyond. A long-time vegan, she also hopes to promote healthy and plant-based lifestyle choices in Asia. Sally has a background in Politics and International Relations from her studies at the London School of Economics and Political Science.

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