John Legend, Loved 01, pronounced “darling,” is the latest male celebrity to throw a hat into the crowded circle of celebrity brands. The brand will launch through his CVS in February and in his six products at Walmart in March. Legend is the company behind Naomi Osaka’s Kinlo, which claims to be “sun care for melanin-rich skin,” and Gabrielle Union’s Proudly, “for melanin-rich babies.” is created. The Legend brand is also designed to cater to melanin skin, which is why the brand exists.
The legend earned his professional moniker. A singer, songwriter, pianist and record producer, he is one of the few to earn his EGOT status by winning an Emmy, Grammy, Oscar and Tony Award. He has 15 million Instagram followers.
Legend knew about creating a skincare line before Loved 01 was born. However, he said, “I didn’t want to do it just because I’m a celebrity with good skin.” When A-Frame approached him with the idea of building a brand around celebrities “focused on underserved customers,” he thought it was a valid reason to exist. rice field.
The launch of Legend follows many celebrity brand launches, especially by male celebrities. Brad Pitt’s Le Domaine launched his September. Following this, Travis Barker added skincare to his Barker Wellness brand of his own, and Jared Leto debuted his Twentynine Palms brand. The launch onslaught was immediately met with backlash, with many seeing it as inserting itself into an industry where celebrities didn’t get a spot, said Loved 01’s president, Kia Lowe. He said:
While it’s common for hair and makeup products to be designed for black and brown communities, it’s less common for skin care, says Legend. We learned about the differences between melanin-rich skin, including skin hydration issues and hyperpigmentation.
Skincare brands for melanin-rich skin is a growth category first reported by Glossy over a year ago. “Shouldn’t be [just] It’s one brand that speaks to melanin-rich skin,” says Lowe. “Melanin-rich skin deserves a choice, just as the general public has many choices in skin care, hair care, and beauty regimens.”
Besides meeting the needs of an underserved community, access and price were the main motivations for Legend. “Not only do we do it in a way that is formulated for melanin-rich skin, but we have that customer in mind above all else. But it’s for sale.” Legend. He pointed out that many celebrity brand products are $35 to $40 and can only be found on Sephora or on his website for the brand. “We wanted to be accessible. We also wanted to provide a level of luxury and care that everyone deserves but probably can’t afford.”
This isn’t the first time a legend has stepped into the beauty arena. He is an ambassador for luxury Japanese skin care brands such as his brand SK-II, Kiehl’s and Ax. Additionally, Legend was an early investor in his brand of grooming Bevel. As a public figure, he said: We have been photographed a lot and have been on TV a lot. Therefore, it is important to take care of yourself. ”
Even before she became famous, Legend said she was always focused on skincare. We wanted to go to church every Sunday and make Sundays look fresh.”
Loved 01’s first six products focus on hydration and feature rosehip and sea buckthorn oils. Future products will address other concerns such as hyperpigmentation. We also have sunscreens and eczema-fighting products in development. The goal is to become a “full-service skincare brand,” Legend said.
Lowe and Legend emphasized Legend’s involvement in creating the Loved 01, and said it will continue after the brand launches. Legend named the brand along with the team he’s worked with for years to conceptualize the look and feel of projects including his tours and his wine his brand, LVE. said. Regarding the name, he said: But it’s also a ritual of caring for yourself, loving yourself, and caring for the loved ones in your life. In particular, the children of Legends have been featured in the brand’s campaigns.
As brands hit store shelves, legends will begin releasing videos explaining their skin care routines and how to use their products. He also plans to “face-to-face” visit several stores across the country where the products are sold.
Ultimately, the product can be used by anyone. However, “We want people with black and brown skin to know that we love you. We celebrate your skin,” he said. “We want to make sure our customers are getting the right care for their skin, and we are committed to that.”
“As we grow and build our product line, we always put that customer first.”