01.16.23
John Legend is the latest celebrity to launch a skincare and bodycare line, Loved01—following the trend of men entering the beauty business. The new brand launches on February 1st.
Harry Styles debuted Pleasing at the end of 2021; Jared Leto made headlines with his gender-neutral line, Twentynine Palms, last October; and Pharrell Williams' Humanrace expanded into suncare last year. Let's not forget Brad Pit, with his luxe gender-neutral skincare made from grapes, Le Domain.
So what makes Legend's point of view different? Loved01's products are formulated for melanin-rich skin, which means they're extra-moisturizing, Cosmopolitan reports. Legend tells the magazine, “we understood the research around melanated skin and its propensity to lose moisture more quickly than other skin types.”
Loved01 will debut online and at CVS, followed by a roll-out to Walmart in March—with six products: face and body wash, face-and-body moisturizer, an exfoliating scrub, a toning mist, a face-and-body oil, and a shaving cream.
The products contain sea buckthorn oil, rosehip oil, shea butter, coconut oil, and jojoba oil. The brand is vegan and cruelty-free—and formulated without parabens, sulfates, mineral oil, artificial colors, and synthetic fragrance.
The packaging looks stylish, with a minimalist design that includes black bottles and caps with beige tubes and labels. Additionally, every product is priced below $15.
Photos: via Instagram @loved01skin