Not just another beauty brand: Loved01 by John Legend for the black and brown communities

One of the greatest musicians of the decade and an entrepreneur with a vision, with his new beauty venture Loved01 John Legend aims to leave an impact and help his community find the best products to keep the skin glowing, vibrant and beautiful at a very accessible price point.

Beauty lovers, there's a new skincare brand which you absolutely need to check out. Thought out for black and brown communities, Loved01 (pronounced 'Love One') is a skin and body care brand specially formulated for melanin-rich skin created by American musician John Legend. Launched in February 2023, Loved01 features a full line of products: a face and body wash, a face moisturiser, exfoliating scrub, a toning mist, a shaving cream and a face-and-body oil.  Specialised in glowing and healthy skin from the inside, the line has been built and board-certified by dermatologist Dr Naana Boakye, who worked hand in hand on the development of the products with John Legend.

There are numerous skincare products on the market, but Loved01 might have some good arguments to make you discover their products ASAP. Conceived by Grammy-winner musician John Legend, who is a big beauty fan and regularly boasts about his skincare routine on his brand’s Instagram account (we are hooked!), Loved01 focuses on a deep moisturizing hydrated routine for brown and black skin communities. While developing the line from the best ingredients (think shea butter, coconut and jojoba oils), Legend explored how melanin provides pigmentation to the skin, eyes and hair. For example, he discovered that Melanin-rich skin loses moisture faster than non-melanin-rich skin. So it needs an extra boost of hydration in the morning and at the end of the day. Surrounded by the best experts in the industry, the musician dived deeply into scientific research, brushing up his chemistry and dermatology knowledge, to find out how melanin affects skin when exposed to the sunlight, and created the perfect formula, composed of active ingredients. And the best part? It can also work with non-brown or black skins. Pure magic.  

How much does Legend’s magic formula cost? This is another reason to fall in love with Loved01, the price range starts from $10 for a set of cleansing wipes or $12 for a Face and Body Moisturiser and offers a complete skincare routine for $87. Why? Because Legend believes that his community deserve to have access to great skincare at an affordable price. A case in point: in the US, more than 40% of Americans identify themselves as coloured people. Also, according to the surveys, coloured people spend more time on skincare than an average US citizen as they find fewer products that meet their daily needs. Actually, most of the products available on the market are not formulated specifically to address the unique skincare needs of these diverse groups. So John Legend decided to fill the gap: not only are his products affordable, but they are also available in local retailers across the US such as Walmart, granting consumers access to a masterfully formulated skincare routine. Also, John Legend knows that time is money, so he created Loved01 with a penchant for multifunctional products like a two-in-one Face and Body Cleansing Lotion.

As science evolves daily, the musician explores the idea of continuously reinventing his line and already teases new products coming soon approved by dermatological experts. Rihanna’s Fenty, Selena Gomez’s Rare Beauty and Pharrell’s Humanrace have all been successful for years, so there is no doubt that John Legend may have his triumph by renovating beauty for his audience and coloured people who trust his expertise and personal experience to find the perfect product for their beauty cabinets. But then, who are we kidding? Whatever your skin colour, these products are so good, that they are worth checking out. Now available in Continental Europe.

Text: Ivica Mamedy