The Always Makeup-Free Alicia Keys Is Releasing A Beauty Line And Some Beauty YouTubers Are Pissed About It

August 6, 2020 / Posted by:

Alicia Keys is all about going SANS FARDS and claims to not really let makeup touch her face very much anymore. So when it was announced that she’s working with E.L.F. cosmetics to release her own beauty line people were like: “Oh really?! Look how the tables turn!” And some makeup YouTubers got pissy about yet another celebrity creeping onto their turf, especially one who doesn’t even wear any makeup. I mean, oh my god!–she doesn’t even go here! Is Alicia really sure she wants into the beauty world? Does she really want to film cringeworthy apology videos where she has to fake cry? Because that’s a legal obligation in the beauty world.

Alicia confirmed her beauty line, saying that her fans have been asking how to get skin like hers:

Why are they even asking Alicia when we all know that you get glowing skin by humping your face with a vibrator. Toni Braxton taught us!

E.L.F. chief executive, Tarang Amin, told WWD that Alicia’s line will span many different categories of products. via Bustle:

“We are beyond thrilled to leverage our strengths to help realize 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. As a brand builder, I’m excited and very energized about the opportunities for us to reach new audiences in creative ways and to continue to lead in category innovation.”

Alongside products, Keys’ new range will also focus on “inner beauty, wellness, and connection,” according to the statement. Amin added that the line is about more than the items it plans to release. “She has such important messaging on inclusivity, empowerment, wellness, self-care, rituals,” he told WWD. “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.”

Notice how E.L.F. never mentioned that Alicia is doing makeup. Well, makeup YouTubers Manny MUA and James Charles thought she was going to do makeup, and although, they never called out Alicia Keys by name on Twitter, they did say in so many words that her beauty line should be called Hypocrite by Alicia.

Some suggested that maybe they were talking about Selena Gomez, who also has a line of cosmetics coming out, but Manny clarified that he wasn’t talking about Selena.

James later confirmed that he was talking about Alicia in a WAY TOO FUCKING long apology and he’s sorry since he found out she’s doing a skincare line, and not a makeup line:

These YouTubers are really acting like they invented makeup and own the entire industry. Mary Kay, they are not. Besides, when James Charles warbled out a song for people who were riveted by his voice, did Alicia Keys tell him to stay in his line? Well, she was probably too busy covering her ears while screaming, “STOP!”, but still.


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