John Legend Launches Personal Care Brand Loved01 — and Everything Is $15 and Under!
John Legend has some more big news.
44-year old singer is looking to raise personal care for his family and friends. Today, he presents Loved01 (pronounced “loved one”) with six dermatologist-approved products created to treat the needs of melanin-rich skin that Everyone You can reap the benefits.
“The family bond is in the bathroom sink. Legend describes the inspiration behind the brand’s name: “Self-care is for all those you love.”
The brand’s second aim is also reflected in its name: to create products that are affordable and cater to people who are not well served in the beauty industry.
“Not a lot” of products [are created] With melanin-rich skin as a focus. “We believe that it is a sign of love to put melanin-rich skin at the center of our research and product development.” he shared.
Christopher Gonzales
Legend has worked with many beauty and grooming brands over the years. He says that he has long wondered if he should create his own skincare line.
But the star — who is well-aware of the number of brands created by famous faces — says, “I wanted it to have a reason to exist beyond I’m a celebrity and I have good skin and maybe I’ll sell a lot of products.”
RELATED: Chrissy Teigen and John Legend Welcome New Baby: ‘What a Blessed Day’
He waited. And waited. Then when a meeting with a Los Angeles-based holding company revealed their mission — to create new brands with celebrities that are focused on underserved communities — Legend says, “I felt like that was special.”
It felt like it was more than just another celebrity brand. He said that it felt like ‘Oh, this’s why we exist: To meet an unmet demand out there.”
Christopher Gonzales
Legend didn’t want skincare made for Black and Brown people. Legend stated, “I feel that so many celebrity brands you see have luxury products at a high price.”
“We wanted Loved01 feel special and that it was treated with care. [the star enlisted the same team he collaborates on his album covers and tour merchandise with to create the brand’s aesthetic]It can be used, but not sold at a cost that makes it unaffordable for many. He says that we had to place it in the stores where everyone is shopping.”
These products will be available from February 1st at a price of $10 to $15 loved01.comYou can find CVS Pharmacy locations all over the country and online cvs.com. They will be available in select Walmart stores as well as on walmart.com starting March 2023
Devon Trunk
All-gender range of body and face products gently balances the skin’s pH levels.
According to the brand founder, he discovered that Black and Brown skin loses more moisture than other skin types at the beginning of the process. So he decided to create products that hydrate and moisturize.
Each formula now contains a mix of rosehip oil, sea buckthorn, and other oils. Legend says, “Hero ingredients they call them.” These oils are great for protecting the skin from harmful rays and hydrating it.
Face + Body Wash ($10), which is refreshing with scents of juniper & cypress, is first up in the collection. Legend has it that cleansing must be performed from head to foot. The effects of this cleanser “are great for both.”
Loved01’s Exfoliating Cleanser ($15), contains fine bamboo powder that gently resurfaces the skin. The smooth formula is loved by wife Chrissy TeigenLegend: “Favorite” Legend. Prior to giving birth on Friday, Jan. 13She’d been “rubbing it all on her pregnant belly.”
Christopher Gonzales
The Shave Cream ($10), a light formula with rich fatty acids as well as ceramides to strengthen the skin’s barrier, is a lightweight product. You can use it to shave your legs, face or both.
Legend has it that the Toning Mist ($10) is “really great” after shave. This is an alcohol-free astringent, which contains witch hazel and aloe vera. It hydrates and calms.
Legend’s favourite is the Face + Body Moisturizer ($10). It has a whipped texture.
He also likes to apply the anti-oxidant-rich Face + Oil ($15), on dry areas such as his elbows and knees. He says it’s a luxurious way to finish your routine.
The line contains no artificial colors, mineral oils, petrolatum or sulfates and all products are vegan. Packaging is 30% PCR.
Devon Trunk
Legend has it that his skincare journey began early in life.
He says, “As a Black child growing up, you don’t want to look ashy.” We made sure to get lotion on our skin. Vaseline was a common product back then. It was about moisturizing. It was amazing that we all knew this as children, but didn’t understand why.”
Though being thrust into the spotlight put more of an emphasis on skincare — “I found in my journey was that a lot of the things that I needed to do for my voice were the same things I needed to do for my skin,” Legend says — the singer credits his wife with helping him ultimately take his routine to the next level.
Christopher Gonzales
Chrissy was the one who made me more sophisticated. Women tend to be more attentive to their own needs than men. “And a lot times we’re learning form our partners,” he said.
His skincare-loving wife was one of his greatest takeaways. “She taught me how the nose strips work to remove blackheads and other things. I think when you’re with someone that cares about their skin too, and you learn from each other and get tips from each other, so that’s helpful.”
He says that the two have “shared ideas” these days.
She’s tried our products. “I also love to try many of the products she uses.”
Christopher Gonzales
“We really think of this skincare ritual as something that’s a family time — that you share with your loved one,” Legend says. That’s why daughter Luna Simone, 6 ½, and Miles Theodore, 4 ½, make an appearance in the brand’s first campaign.
It’s not self-love, it’s caring deeply for your loved ones, be they your spouse, your husband, your children, best friend, roommate or any other person.