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John Legend's new affordable skincare line targets gap in the market

Chloe Burney
16 January 2023

Singer-songwriter John Legend is launching an “affordably priced” skincare line for consumers with melanin-rich skin, targeting a gap in the market.

The range, ‘Loved01’, will tackle specific skin care challenges of those with melanin-rich skin. The gender-neutral collection of "skincare must-haves" focus on treating dryness, pH imbalances, and environmental impact.

John Legend commented: “Our skin is beautifully rich and colourful, but it also needs constant care, love, and healing... Our goal is to create high-quality, yet accessible, products because everyone should experience the joy of beautiful and healthy skin.”

Loved01 is set to launch on 1 February with a direct-to-consumer site, which will also provide educational content on looking after melanin-rich skin. Unlike alternate celebrity skincare lines, Legend’s has ensured each product is accessible, pricing the entire range under £12 ($15).

The name of the brand makes reference refers to its aim to make products that cater to those who are underserved in the beauty space. Legend added: "Not a lot of products [are created] with melanin-rich skin in mind. We feel that caring enough to centre our research and our product development on melanin-rich skin is an expression of love, too."

The products contain sea buckthorn oil, rosehip oil, shea butter, coconut oil, and jojoba oil, which work together to hydrate the skin. Every product is formulated without parabens, sulfates, mineral oil, artificial colors, and fragrance.

The range is currently available exclusively in the US, with expansion into Europe expected in the future.

john legend

The Grammy award-winning artist is working with beauty incubator A-Frame Brands, which helps entrepreneurs develop brands and products aimed at marginalised communities. A-Frame Brands has previously worked with tennis star Naomi Osaka’s Kinló on her skincare line as well as Gabrielle Union and Dwyane Wade’s baby care label Proudly.

In a statement, the company noted: “Historically, skin care products have not been created to truly address the unique issues of melanin-rich skin. Daily routines have therefore resulted in imbalances in their skin, negatively impacting health and self-confidence.”

John Legend is following a list of a-list celebrities who have launched skincare lines in recent years. Harry Styles has Pleasing, Jared Leto has Twentynine Palms, and Brad Pit has Le Domain.

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