The Fallin’ singer has partnered with e.l.f. Cosmetics to launch a “lifestyle beauty” brand which will feature “skin-loving, dermatologist-developed, cruelty-free products” and launch in 2021, e.l.f. chief executive officer Tarang Amin told WWD on Wednesday.

“She’s been wanting to do something in beauty and wellness for quite some time,” Amin said. “What really appealed to us is she’s much more than a celebrity, she’s someone of real substance who goes between being a 15-time Grammy Award winner and artist (and) she’s got a New York Times bestseller in her book, More Myself. This was really a great marriage between what she stands for and wants to accomplish in beauty and wellness and what we stand for.”

Amin didn’t divulge details about the brand’s name, its products or exactly when it will launch, but he did share that the line will encompass multiple beauty categories and have “a very strong digital presence”, although it will also partner with certain retailers.

According to Amin, Keys, a firm believer in natural beauty, has been working on the project for nine months and there will be more to the brand than the products it sells.

“It’s so much more than just the products. She has such important messaging on inclusivity, empowerment, wellness, self care, rituals – so really being able to bring all those elements out in rich storytelling is a key part of what this brand is going to be about,” he added.

The brand will be wholly owned by the American cosmetics company, which launched in 2004, but the 39-year-old will become a shareholder.

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