KEAP1 and cancer: This review clearly demonstrates that NRF2/KEAP1 signaling could be an effective target for various pathological conditions, including cancer, Alzheimer’s, etc. Phytochemicals are receiving increased attention due to their role as NRF2 activators and inhibitors; however, much research still needs to investigate the understanding that their pharmacokinetic and dynamic profiles and, also, clinical studies need to be conducted using various phytochemicals and its synthetic moieties against various diseases targeting NRF2 signaling.