African American business owners in the skincare and beauty industry, get ready to take note of a new player in the game. 

John Legend, award-winning singer-songwriter, entrepreneur, and activist, has launched Loved01, a unisex skincare brand that caters to the needs of melanin-rich skin. The brand, which was formulated in partnership with dermatologist Dr. Naana Boakye, is committed to democratizing the skincare industry by making high-quality products affordable and accessible to all. With a mission to celebrate and care for melanin-rich skin, Loved01 is set to shake up the industry and become a game-changer for African American business owners.

Award-winning singer-songwriter, entrepreneur, and activist, John Legend, has announced the launch of Loved01, a unisex skincare brand that celebrates and caters to the needs of melanin-rich skin. 

The brand, which was formulated in partnership with dermatologist Dr. Naana Boakye, is committed to democratizing the skincare industry by making high-quality products affordable and accessible to all.

“Our mission is to celebrate melanin-rich skin and provide the love, care, and attention it deserves,” says Legend, the founder of Loved01. 

“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.”

At launch, Loved01 will offer six dermatologist-approved products that cater to the specific needs of melanin-rich skin while addressing issues universal to all skin types. 

These products include a Face + Body Wash, an Exfoliating Cleanser, a Shave Cream, a Toning Mist, a Face + Body Moisturizer, and a Face + Body Oil. 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.

Legend’s passion for increasing inclusivity and representation in the skincare industry has led him to team up with Dr. Boakye to ensure that the formulations are of the highest efficacy and standard. 

Loved01 has worked to ensure that all products are reviewed in-depth, bringing forth only the best ingredients and solutions for melanin-rich skin needs, coming from a diverse and passionate group. The brand, which was founded in February 2023, is a personal care brand on a mission to democratize skincare by providing elevated, unisex skin and body products for melanin-rich skin, at an affordable price point.

To make Loved01 a reality, Legend worked with A-Frame, a Los Angeles-based holding company that develops talent-led sustainable personal care brands built for underserved communities. 

“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 President of Loved01, Kia Lowe. “We’re grateful to our loyal retail partners who have been so supportive and excited to help us reach our mission of making Loved01 accessible to all.”

Loved01 ensures that skincare with effective ingredients for melanin-rich skin is financially accessible so that everyone has a chance to properly maintain the health and beauty of their own skin. 

Products will range in price between $10 – $15 and will be available starting February 1st, 2023 on Loved01.com and at CVS Pharmacy locations nationwide and on CVS.com and launch in select Walmart stores and on Walmart.com in March 2023.

For more information, visit loved01.com and follow @Loved01Skin on social media. With Loved01, John Legend is not only creating a skincare brand, but he is also creating a movement that celebrates melanin-rich skin and provides the love, care, and attention it deserves. This is a brand that will change the way we see and treat melanin-rich skin and make it accessible to everyone.