Alicia Keys is partnering with Elf Cosmetics to create a new beauty line, which is expected to launch in 2021.
She is a longtime proponent of embracing natural beauty, having sworn off cosmetics completely in 2016 before re-introducing it into her routine in a more creative capacity the following year.
While her brand’s name and product range have yet to be announced, the news is already generating buzz in the beauty world — and not all of it positive.
In a since-deleted tweet, famed YouTuber/ makeup artist James Charles reportedly wrote, “People who do not wear makeup should not be coming out with makeup brands, but that’s just my opinion.”
On Thursday, Charles confirmed that the tweet was about Keys, and explained that he deleted it “because it’s childish to indirect Tweet someone & I am not the gatekeeper of makeup.”
He added, “I was bothered because many celebrities come into the beauty space as a cash grab without any passion and then leave,” acknowledging that he has since learned more about Keys’ upcoming line and “can’t wait to support” her products.
Source: NY Post.
Photo Credit: Getty Images.