James Charles Apologizes for "Childish" Subtweet About Alicia Keys' Beauty Brand

Lawrence Kim
August 8, 2020

James Charles has issued an apology directly to Alicia Keys after he subtweeted her. "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", said Amin.

"A culmination of Keys' personal skincare journey and her passion for bringing light into the world, this new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection", el.f. said in a statement.

The vegan, cruelty-free cosmetics company said that it is working with the multi-Grammy Award victor to release a line of new products next year. The brand, which is being developed with dermatologists and will be cruelty-free, is expected to launch in 2021.

Keys notably gave up makeup in 2016, so her credibility in the beauty space will lend to E.l.f.'s greater skin-care ambitions.

"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", Amin added. And though brick-and-mortar sales continue to experience volatility, the company's top two retail partners, Target and Walmart, have stayed open throughout, and E.l.f. has seen growth on both retailers' websites.

Amin said sales on E.l.f.'s website experienced triple-digit growth, increasing from 11% to 17% of business in the quarter.

The brand will be wholly owned by E.l.f., Amin said, and Keys will become a shareholder.

For the quarter ended June 30, E.l.f. posted an 8 percent year-over-year increase in net sales, to $64.5 million.

Amin also said that the company saw benefits in the quarter from government stimulus checks and ongoing unemployment relief for customers.

Alicia retweeted the news that night, adding, "Ya'll have been asking about my skin care routine..."

"They're buying what we call our holy grail first-to-mass products", Amin said.

The company declined to provide financial guidance, citing uncertainty related to COVID-19.

Other reports by Click Lancashire

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