"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. 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%. With this in mind, Keys Soulcare roots itself in four key pillars-body, mind, spirit and connection. Photo: line is inspired by Keys's own skincare journey and her love of beauty traditions and rituals.
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