Alicia Key, an American musician and heartthrobs of millions, has joined hands with e.l.f. Beauty to launch a new beauty product brand though the range of products is unknown yet. However, all the products will be dermatologist-developed, cruelty- free. The official launch of the brand is planned for 2021.

Alicia Keys has always voiced her ideas on beauty and spoken about her personal skincare saga. Now with the new platform, her endeavour to bring out cruelty-free beauty products will be fuelled further. Being an inspiration to many young people in America, having her as a brand ambassador will motivate a lot of people to buy products of the new brand