The famous ones do not resist leaving their mark in the world of cosmetics. Rihanna, Lady Gaga, Selena Gómez, or Kylie Jenner are among them. Very soon Alicia Keys will also have her own beauty products. Alicia Keys, one of the emphatic promoters of the “no makeup” trend, will launch a beauty line in collaboration with Elf Cosmetics. This brand is well known in the USA and abroad for its incredibly low-cost prices. All its products are vegan.

Elf Cosmetics

Known as a popular brand with great value for money, it was created in 2004 by two businessmen, father Alan and son Joey Shamah. In the beginning, they sold their products for direct sale for only €1. In 2008, they won the Allure magazine award, (that is, “Best of Beauty”). They launch many products every year. In 2016 there were 90. Experts continue to marvel at how they can offer products of such good quality and at such low prices.

Its founders say they have developed quickly the practical ability to create low-cost cosmetics of high-quality. They are designed in the USA. But all products are manufactured abroad. The brand is always on the lookout for the latest trends such as Korean beauty products. ELF in addition to makeup has a wide variety of moisturizers, masks, skincare products.

Alicia Keys and the ‘no makeup’ trend

The singer and producer was the standard-bearer for this trend. In February 2019 she went to the red carpet of the Grammy Awards dressed for the occasion, but without makeup. Three years earlier, in 2016, she wrote a statement of intent on Lenny. The singer argued that “she did not want to cover up anymore: not her face, not her mind, not her soul, not her thoughts, dreams, struggles, or her personal growth.” Alicia almost stopped using makeup in her day to day and also for recordings, photo shoots, or attending events.

From then on in several of her appearances, she did not wear makeup. She made it clear that she would wear makeup if she felt like it. That’s why you can see a photo of her where she uses makeup and eyeshadow. Throughout 2016 the singer attended other events such as appearances on ‘The Voice’, (the North American version of La Voz) without makeup. She received a lot of support on social networks like Twitter and Instagram.

Many colleagues are surprised that Alicia Keys sometimes uses makeup, as they thought she would never wear makeup. Although the “Girl on Fire” popular singer usually appears with her face washed, sometimes it is not like that. That is probably why launching a beauty line with ELF Cosmetics is surprising at the very least. The singer, according to Premium beauty news, has chosen a very popular vegan brand for its affordable products, developed by dermatologists.

Alicia Keys and ELF’s project will see the light of day in 2021, and will surely have an approach based on naturalness and well-being. At the moment neither the brand nor Alicia Keys have revealed more details about the different products in this new beauty line.


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