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?
