John Legend addresses “missing gap” in skincare with Loved01 launch for melanin-rich skin

18 Jan 2023 --- Singer-songwriter John Legend is debuting a unisex skincare brand called Loved01, formulated with dermatologist Dr. Naana Boakye, addressing the needs of melanin-rich skin. With the help of A-Frame, a Los Angeles-based company, his entry into the personal care industry is an attempt to increase representation and inclusivity in the sector.

Loved01 aims to “democratize skincare with affordably-priced products available at mass retail.”

“Our mission is to celebrate melanin-rich skin and provide the love, care and attention it deserves,” says Legend.

Natural-based skincare
Loved01 offers six skincare products dermatologically approved and touted to be effective and nurturing for darker complexions. At the same time, they address skin issues that affect all skin types. The line consists of a Face + Body Wash, an Exfoliating Cleanser, a Shave Cream, a Toning Mist, a Face + Body Moisturizer and a Face + Body Oil.

A harmonious balance of moisturizing, nourishing and uplifting properties for the skin characterizes the products.

Formulated with natural ingredients, the products are based on skincare ingredients popularly used within communities of color, such as shea butter, jojoba and coconut oil. They are enhanced by antioxidants sourced from rosehip oil and sea buckthorn oil.Loved01 is based on the history of ingredients used within communities of color, such as shea butter, jojoba and coconut oil.

These products will be available starting in February on the brand’s website in Walmart after March.

“Accessible to all”
Legend also collaborated with A-Frame, a Los Angeles-based company that helps talented individuals develop their own sustainable personal care brand for minority communities.

“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,” comments Legend.

“John’s passion for highlighting a missing gap in the skincare space brought us together to make it possible for all to enjoy effective skincare solutions,” says Kia Lowe, president at Loved01.

Dr. Boakye has verified the products and ensures that the formulations are effective and of a high standard. Additionally, Loved01 products have been reviewed in-depth by a “diverse and passionate group.”

Celebrities take over
In the current “age of the influencer,” celebrities are increasing their presence in the personal care space by launching their brands and products.

Inspired by the American jazz singer, Ella Fitzgerald was the subject of a new perfume crafted in celebration of her historic career, making its debut in the fourth quarter of 2023.

Last month, Grammy award winner and US pop singer Ariana Grande introduced her first fragrance duo, MOD Vanilla and MOD Blush. The fragrances are inspired by the energy of the modernity movement, popularized in 1960s London, UK, representing the values of freedom of expression and individuality.

Recently, US pop star and icon Billie Eilish unveiled a fresh iteration of her original “Eilish” fragrance, with notes of warmth and sweetness. Meanwhile, capturing the essence of love in her new marriage, celebrity socialite Paris Hilton unveiled Love Rush on the cusp of her first wedding anniversary to the author and venture capitalist Carter Reum.

Edited by Venya Patel

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