I Just Tried Everything From Alicia Keys's New Beauty Brand—Here's My Review

Ever wondered whether a new beauty launch or trending product is truly worth the hype? If so, you're in the right place. I Just Tried… is our beauty column where we test out everything from new formulations to cult classics to find out whether they're really worth your money. Oh, and we'll answer the most-searched-for questions so you don't have even have to ask.

It might seem like an unusual move for a woman who previously renounced makeup to launch her own beauty line, but Alicia Keys's new brand is unlike any other. Lauded as an emo-beauty brand—that's emotional beauty rather than a brand created for My Chemical Romance fans—Keys Soulcare bridges the gap between well-being and traditional beauty with a collection of skincare, candles and tools curated to help us all enjoy a moment of calm. Seriously, could there be anything more needed in our post-2020 landscape? 

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(Image credit: @ALICIAKEYS)

The line is inspired by Keys's own skincare journey and her love of beauty traditions and rituals. With this in mind, Keys Soulcare roots itself in four key pillars—body, mind, spirit and connection. Keys isn't alone in embracing this rounded approach to beauty: The shift towards enjoying beauty as a ritual is already being reflected in the shopping habits of consumers, with Cult Beauty reporting that its Bath & Body category tripled in size over the last year and that sales increased by 210%. "Regimes took on a symbolic meaning, as cleansing became the erasure of worries and masking not only replenished our skin but our energy levels, permitting us time to relax and recharge," explains Alexia Inge, founder of Cult Beauty

I was lucky enough to attend a Keys Soulcare virtual retreat at the start of the month, and while I didn't come away calling myself a lightworker—that's what members of the Keys Soulcare community are known as—I did come away feeling calm and joyful. That's what this collection is truly about for me. Sure, using the products regularly might help you achieve an Alicia Keys–esque glow, but really, it's a reminder of how a few minutes spent alone to focus on yourself can be enough to totally transform your outlook for the day ahead. I reckon we could all use a little of that right now.

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(Image credit: MICA RICKETTS)

Keep scrolling for my honest review of Keys Soulcare, Alicia Keys's brilliant new beauty brand.

Mica Ricketts