John Legend is the latest celebrity to launch a new skincare line, Loved01, for those with “melanin-rich” skin complexions. Loved01 debuted with six products that have been approved by a renowned board certified dermatologist, Dr Naana Boakye.
There does seem to have been some consideration behind the formula; it has been created with a little more acidic PH balance to help hydration retention. What’s also quite noble is that it’s relatively affordable – everything is under $15.
As John Legend explains, there is a very real wealth gap between black and brown communities and their white contemporaries. For him, it seemed unfair to create and market products to a community that wouldn’t be able to afford them.
Early reviews have been overwhelmingly positive but at a time where it appears every other celebrity is bringing out a beauty brand, can these brands bring value to an already saturated market, or are they just cash-grabs?