John Legend's new affordable, unisex skin care line for "melanin-rich skin" is enjoying the spotlight and being slathered with high praise from beauty editors and shoppers alike. In the interest of true accessibility, Legend's nourishing Loved01 (pronounced “loved one”) line is now available Walmart — and there's nothing over $15.
Loved01 Face & Body Wash
Loved01 Exfoliating Cleanser
Loved01 Shave Cream
Loved01 Face and Body Toning Mist
Unscented Face & Body Moisturizer
Loved01 Face and Body Oil
Legend has said that he spotted an underserved community among the "melanin-rich," with limited skincare choices that were often relegated to small corner in the beauty section, and decided to change that with Loved01. These product formulations were created for those with melanated skin (which tends to be more acidic) with the help of board-certified dermatologist Naana Boakye, MD, who takes a holistic approach to skincare. Everything is vegan, cruelty-free and free of sulfates, parabens, petrolatum, mineral oil, artificial colors and synthetic fragrances.
With the advent of expensive, star-backed lines from the likes of Brad Pitt (Le Domaine) and Jared Leto (Twentynine Palms), Legend could’ve easily used his celebrity status to apply luxury pricing for his rich skin-care line, but that's not his style. At the heart of Loved01 is self-care for all.
To see his own simple, loving routine, check out this series of Instagram posts, where he welcomes fans into his bathroom. Here are the products in order of how Legend, himself, uses them: