Alicia Keys Has Announced She’s Finally Launching Her Own Lifestyle Beauty Brand

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If there’s one thing Alicia Keys knows, it’s good skin. When the Grammy Award Winner announced she was going completely make-up free in 2016, she encouraged a wave of fans to embrace their natural beauty, ‘flaws’ and all.

When writing about her decision, Keys explained it was ‘the strongest, most empowered, most free, and most honestly beautiful that I have ever felt’. She’s also completely stuck to her decision, nailing a number of huge red carpet events with not a swipe of foundation.

So it comes as no surprise that the singer has announced she’s launching her own lifestyle beauty brand with e.l.f Beauty. Not to be confused with a collaboration, the brand will be a permanent staple, just under the e.l.f Beauty umbrella.

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