Alicia Keys has unveiled her own beauty brand under the e.

l.f. Beauty portfolio, 'aiming to bring new meaning to beauty by honouring ritual in our daily life and practicing intention in every action', launching 2021. Tarang Amin, Chairman and Chief Executive Officer of e.l.f. Beauty, said 'We are beyond thrilled to leverage our strengths to help realise 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'.