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John Legend launches skin care line, Loved01

The singer unveils new skin care brand
John Legend launches skin care line, Loved01
Photo credit: / Arturo Holmes

The multitalented R&B artist John Legend has tapped into the beauty market with his new skin care line, Loved01. The brand will launch six products, available online and through CVS, in February and at Walmart in March this year.

A-Frame, a company that houses many beauty brands like the tennis player Naomi Osaka’s Kinlo and actress Gabrielle Union’s Proudly, is also home to Legend’s brand. Loved01 products are priced under $15, according to People magazine, and are gender-neutral. The products target unique issues of melanin-rich skin with facial cleansers, toners, and moisturizers.

“Our skin is beautifully rich and colorful, 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,” Legend shared on the A-Frame website regarding the new line.

This would not be the first time that Legend has been the face of healthy skin care products. In the past, he has been an ambassador for SK-II, a Japanese luxury skincare brand, and he has also been an ambassador for brands like Kiehl’s and Axe. Legend told People that his skincare journey started early in life, and his mother made sure he never left the house with dry skin.

“As a Black kid growing up, you don’t want to be ashy. So, we always made sure we were lotion-ed up. We used Vaseline back in the day, and it was always about making sure we were moisturized. And it was crazy that we knew that as kids, but we didn’t know why,” the Grammy Award-winning artist shared.

According to Forbes, brands like Fenty Beauty grossed over $2.8 billion and will only continue growing. Big names like Alicia Keys, Kylie Jenner, Pharrell, Jennifer Lopez, and many more launched skin care brands in 2021.

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