John Legend is launching a unisex skin care brand, Loved01, on February 1, 2023.
The products are formulated in partnership with dermatologist Naana Boakye, MD-MPH, to treat the needs of melanin-rich skin.
The formulations are specifically balanced to moisturize, nourish and uplift melanin-rich skin with natural ingredients that have a history in communities of color including shea butter, jojoba and coconut oils and enhanced with the antioxidant properties of rosehip oil and sea buckthorn oil.
Products in the collection include:
- Face + Body Wash
- Exfoliating Cleanser
- Shave Cream
- Toning Mist
- Face + Body Moisturizer
- Face + Body Oil
Loved01's mission is to democratize skin care with affordably-priced products available at mass retail.
Legend worked with A-Frame, a Los Angeles based holding company that develops talent-led sustainable personal care brands built for underserved communities, to make the Loved01 brand a reality.
Legend said, "Our mission is to celebrate melanin-rich skin and provide the love, care, and attention it deserves. We hope to help democratize the beauty space by offering high-quality products at an accessible price point. Everyone deserves to be seen, represented and provided with the tools to love themselves, starting with healthy skin."