People are questioning why Alicia Keys is launching a beauty brand after famously declaring in 2016 that she'd stop wearing makeup
- E.l.f. Cosmetics announced on Wednesday that it will be launching a "lifestyle beauty brand" in collaboration with Alicia Keys in 2021.
- In a press release sent to Insider, the cosmetics company said Keys' line will feature "skin-loving, dermatologist-developed, cruelty-free products," though it's unclear if that will include makeup, skin-care items, or both.
- Shortly after the brand was announced, beauty influencers including James Charles and Manny MUA questioned celebrities entering the cosmetics industry.
- Makeup fans have also shared mixed reactions to the announcement online.
Alicia Keys has become the latest celebrity to enter the beauty industry.
On Wednesday, e.l.f. Cosmetics announced that in 2021, it will be launching a "lifestyle beauty brand" in collaboration with the musician. In a press release sent to Insider, the company described the line as "groundbreaking," and said it would allow Keys to "further explore conversations about inner beauty, wellness, and connection."
While it's unclear whether the brand will include cosmetics, some beauty fans are questioning why Keys would enter the industry as a longtime advocate of wearing no makeup.
Alicia Keys' collaboration with e.l.f. Cosmetics was partially inspired by her fondness for skin care, the brand says
"Born of Alicia's personal skin-care journey and her passion for bringing light into the world, the brand vision is more than skin deep," a press release sent to Insider from e.l.f. Cosmetics said.
"With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, cruelty-free products, this lifestyle beauty brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action," the press release added.
E.l.f. Cosmetics declined to comment when asked if Keys' collaboration brand will feature makeup, skin-care items, or both.
Keys tweeted about the collaboration on Wednesday, and alluded to her brand being skin care-focused.
Influencers and beauty fans have expressed mixed reactions in response to the announcement
On Wednesday, beauty YouTuber James Charles wrote and later deleted two tweets seemingly inspired by the announcement of Keys' foray into the cosmetics industry.
"People who do not wear makeup should not be coming out with makeup brands but that's just my opinion," Charles wrote.
YouTuber Manny MUA also seemingly tweeted about the line, writing: "does anyone else get slightly irritated when celebs come out with entire makeup lines? especially when those celebs don't even wear makeup... i'm like girl."
He later added that he understands why some celebrities, including Rihanna and Kylie Jenner, have created makeup lines, but can't make sense of others who aren't "glam" entering the industry.
Some beauty fans also seemed confused by the announcement and shared their thoughts on Twitter.
Others, however, criticized comments from Charles, Manny MUA, and others for "shading" Keys' upcoming collaboration, while also supporting similar beauty ventures from influencers like Charli D'Amelio, Addison Rae, and actress Selena Gomez.
Some also emphasized that it's unfair to criticize Keys when it hasn't actually been confirmed if her beauty line will feature makeup.
Keys is a longtime advocate of healthy skin and wearing no makeup
In 2016, Keys wrote an essay for the Lenny Letter newsletter about the pressures women often face to look and be "perfect." She also explained in the piece why she wanted to begin a #nomakeup movement so that women might feel less pressure to apply beauty products every day.
"I hope to God it's a revolution," Keys said of her #nomakeup movement at the time. "'Cause 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."
She's also been open about her extensive skin-care routine. In a 2019 YouTube video, for example, Keys said she relies on a detoxing cleanser, a tea-tree based toner, and a sulfur cream that "smells like a fart," among other products, to keep her skin glowing.
Representatives for Alicia Keys did not immediately respond to Insider's request for comment.
- Read more:
- Celebrities are ditching makeup while social distancing, and they look amazing
- Bella Hadid used makeup to give herself a butterfly look when she was feeling 'completely useless'
- Toni Braxton says she uses a vibrator on her face to 'activate' muscles as part of her skin-care routine
- YouTuber Manny MUA talks about his journey from wearing his mom's lipstick to being a top beauty influencer with his own makeup line