John Legend partners with A-Frame Brands to launch his own body and skincare brand, which is called Loved01 (pronounced “loved one), the product is geared toward consumers with melanated skin.
The brand is unisex and will launch on Feb. 1 in 2,000 CVS stores and online. It will then become available in 500 Walmart stores beginning in March.
“I was always interested in launching my own skin care brand, but I didn’t want to do it just because I’m famous,” the R&B singer added. “I might be able to sell a bunch of skin care products, but I wanted it to have a reason to exist.”
“I’ve collaborated with other skin care brands over the years, like Kiehl’s and SK-II, and it’s an important category for me,” Legend said in an exclusive interview with Beauty Inc. “I care about my skin and taking good care of it, as I’m on TV and taking photographs a lot. Everybody deserves to have products that are formulated with them in mind.”
Ideated by Dr. Naana Boakye, Loved1 products will be priced from $10 to $15. The brand will be A-Frame’s latest celebrity-driven collaboration, as it previously developed skincare brands for Naomi Osaka (Kinlò), Gabrielle Union, and Dwyane Wade (Proudly).