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New line debuts in 2021.
August 6, 2020
By: Happi Staff
Alicia Keys and E.L.F. Cosmetics hope to hit all the right notes with a new beauty brand that's set to launch next year. “She’s been wanting to do something in beauty and wellness for quite some time,” said E.L.F. Chief Executive Officer Tarang Amin in an interview with WWD. Amin wouldn't offer specifics, but said the brand will include several beauty categories and Keys has been involved in the creative process for about nine months. E.L.F. described the brand as “skin-loving, dermatologist-developed, cruelty-free products.”
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