As someone who seems truly comfortable in her skin, Keys is an obvious choice for a new skin-care brand. Her skin-care-routine videos sound like an ode to vitamin C. She’s famous for appearing at awards shows like the Grammys and the VMAs without a drop of makeup on her face. And she understands that whether to wear makeup or not is a personal choice, not some kind of eternal line in the sand. (When one of her Voice co-stars tried to tattle on her for occasionally wearing makeup, she replied, “I do what the fuck I want.”)
Naturally, the brand is very excited about its new partnership with someone who truly walks the skin-care walk. Kory Marchisotto, chief marketing officer for the brand, said in a press release, “Alicia inspires millions of people every day. And now, more than ever, the world is craving a vision that is more than skin deep.”
Keys also shared a statement to go along with the big announcement. “For me, beauty is about the soul and the heart and the spirit, and what comes through you and comes out of you,” she says. “It’s more than just the surface. It’s a deep conversation about who we are and who we want to be and where we’re going. It’s a deep passion of mine that’s been years in the making…. It’s about lifting the frequency and the vibration and how can we create rituals for ourselves that really fulfill us.”
The line will be cruelty free and dermatologist developed. It’s set to drop in 2021.