The newest prominent person to enter the ring of celebrity skincare is John Legend. The EGOT winner, however, is describing how his brand stands out from the competition.
Legend had a sit-down interview with BLACK ENTERPRISE, where the Grammy-winning musician and businessman opened up about the debut of his personal care line Loved01 and its particular attention to people with skin that is rich in melanin. With so many celebrity-endorsed skincare products available on the market, the Glory singer acknowledges that “everyone is doing a skincare line.”
The happily married father of three claims that when he began working on Kinlo’s design with A-Frame, the business that developed it for Naomi Osaka, he had the goal of creating something “different” for a “under-served” group.
“LOVED01 MEETS THE SKINCARE NEEDS OF PEOPLE WITH MELANIN-RICH SKIN WHO HAVE BEEN KIND OF UNDERSERVED OVERLOOKED AND UNDER-RESEARCHED,” John Legend said.
With a line of products that contain shea butter, jojoba, and coconut oils, and the antioxidant properties of rosehip oil and sea buckthorn oil, Loved01’s line of vegan, cruelty-free, dermatologist-approved products helps nourish, moisturize, and rebalance the skin’s pH levels to produce a clean and vibrant look.
The brand’s initial collection will be priced from $10-$15, something that was important for the Ohio native. With a special focus on Black and Brown skin, John Legend wanted to set Loved01 apart from the competition by making his personal care products affordable and accessible.
“Selling them at places where folks can afford them and access them without having to go to a specialty shop, without having to pay the $30 and $40 for every bottle of lotion,” he explained.
With a line of products that are “attuned” to meet the skincare needs of melanated skin, John Legend knew he was on to something and couldn’t pass up the opportunity to release his own line of skincare.
“WE FELT LIKE THAT WAS A REASON FOR LOVED01 TO EXIST, BECAUSE THERE ISN’T ENOUGH OUT THERE THAT’S FORMULATED FOR OUR SKIN,” HE SAID.