“She’s been wanting to do something in beauty and wellness for quite some time,” said E.L.F. Chief Executive Officer Tarang Amin in an interview with WWD.
Amin wouldn't offer specifics, but said the brand will include several beauty categories and Keys has been involved in the creative process for about nine months. E.L.F. described the brand as “skin-loving, dermatologist-developed, cruelty-free products.”