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Alicia's New Beauty Brand is a Voice for Loving the Skin You're In


Alicia Keys, 'HERE' album photography

Chasing the ideals bounded by beauty expectations is a culture that is deeply rooted in the way we compare ourselves to society. Existing in a world imaged by editing apps and filters, finding the beauty, within inner beauty itself, is a mission that so many of us are striving towards. With or without makeup, the power to feel confident in your own skin is an unparalleled triumph. However, is a quest many have found hardship in.

It’s been over a year since musician Alicia Keys embarked on her make-up free journey and since then, has inspired a #nomakeup movement to enlighten men and women to feel empowered in their skin. Alicia’s impact has revolutionised a generation of minds that are embracing natural beauty, making it only fitting for our favourite ‘skinfluencer’ to announce her own lifestyle beauty brand, that will be in partnership with e.l.f Beauty.

While the new range is yet to be named and even teased to the public, it’s evident that this is more than just a skincare launch. It’s a message. Featuring “skin-loving, dermatologist-developed, and cruelty-free products” the new brand radiates empowerment and inner beauty that Alicia is dedicated to.

Alicia Keys images via Taylor Jewell/Invision/AP and Jon Kopaloff/Filmmagic

Standing as a symbol for authentic, soulful musical artistry (none to mention her 15 Grammy victories) Alicia is also a voice and a walking movement for the encouragement of timeless and raw self-acceptance. A true inspiration for the emerging and emerged generations who are seeking to find the meaning within beauty that goes beyond the surface. At the beginning of her skincare journey, Alicia made her mark in the industry after writing a personal essay on Lenny Letter: “I don’t want to cover up anymore. Not my face, not my mind, not my soul, not my thoughts, not my dreams, not my struggles, not my emotional growth. Nothing." A voice that speaks the brand and to advocate the importance of individualism without the need for makeup.

Speaking of the launch, Tarang Amin, Chairman and CEO of e.l.f. Beauty, said: “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.” Cruelty-free and clean beauty is a commitment that e.l.f has always stood for, making the partnership with Alicia effortlessly compatible.

So, in celebration of the brand set to launch in 2021, we are reminiscing on all the moments Alicia has inspired positivity and strength into the fear we often feel when putting down the makeup brush.

Grammy’s 2020

Alicia Keys- 2020 Grammys via shush


Undoubtedly, the Grammy’s is one of the most prestigious and notable award ceremonies to take place in honour of musicians in the industry. While artists grasp the opportunity to ‘get glam’ Alicia didn’t change a thing and stayed true to her values. Hosting the awards, Alicia shone on stage with a glowing complexion and makeup-free face. Crafted by Romy Soleimani, her ethereal look consisted of a cat-eye liner, glossy shadow, and gemstone detail, leaving her skin unapologetically free to breathe. Styling a 90’s steel Versace dress and cornrows, her Grammy’s look was quintessential Alicia. Bold yet shamelessly real.

‘Alicia’

Alicia Keys, 'Alicia' image via pitchfork

One of the key reasons Alicia chose to embrace a no-makeup existence was her fight and desire to no longer feel covered. It’s no surprise that the glamour of the music industry can sometimes place a veil over the authenticity and truth of an artist’s message. Posing naked, natural and makeup-free on the cover of her 2020 album ‘Alicia’, she reminds us of what being a musician is really about. Stripped of the allure, our eyes were opened and enlightened to the importance of raw, true, and meaningful talent.

Alicia Keys: Time to Uncover


“Every time I left the house, I would be worried if I didn't put on makeup: What if someone wanted a picture?? What if they POSTED it??? These were the insecure, superficial, but honest thoughts I was thinking. And all of it, one way or another, was based too much on what other people thought of me,” said Alicia in her revolutionary Lenny Letter chronicle. Opening up about her struggles with skincare positivity, her letter is an extract we should all entrust and use to explore our own identity. And to explore it makeup-free.


Words by Clare Stephenson

Graphics by Clare Stephenson


#aliciakeys #nomakeup #nofilter #elfbeauty #elfcosmetics #beauty #skincare #daretobedifferent #daringtobedifferent

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