Effective, affordable and accessible skincare for melanin-rich skin

Headshot of John Legend facing the camera with a serious expression. He has a nicely-trimmed face, short black hair, and is wearing a cream shirt. The focus of the image is on his glowing skin, which appears smooth and well-hydrated. His features are well-defined, and his complexion is even and radiant.
Our Founder

“We created Loved01 with melanin-rich skin in mind because we believe our community deserves great skincare at an affordable price.”

John Legend

Why Loved01

More than 40% of Americans identify as People of Color

Most brands are not formulated to address the unique skincare needs of this very diverse group.
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While People of Color spend more on skincare than the average US citizen, they find fewer products that meet their needs.

Image of a couple hugging, with the man smiling. They are standing close together, and their bodies are touching. They both appear happy and relaxed. The background is out of focus, they are outdoors.
A bottle of toning mist lying against a background of green leaves and stones, with a water droplets effect on all elements in the image.

47% of consumers said they typically buy beauty products at a mass-market retailer or grocery store, yet only 13% say they can easily find beauty products that meet their needs.

Source: McKinsey Report, June 2022

Our functional line of dermatologist-approved formulas are crafted to nourish, moisturize and gently balance pH, leaving skin glowing, vibrant and beautiful.

Formulated for melanin-rich skin

Effective, high-quality ingredients

Macro image of a woman holding a bottle against her shoulder. The image is very close-up, showing only a portion of the woman's shoulder and the bottle.

Accessible retail locations

Affordable price points

Our Mission

“Our mission is to democratize skincare by offering effective, nurturing skincare for complexions of color.”

John Legend

Committed to Equality in Skincare


MELANIN-RICH AS THE PRIORITY
Created to meet the needs of melanin-rich skin, while addressing issues universal to all skin types.

CONSCIOUSLY FORMULATED
Our team is focused on providing efficacious skincare solutions while caring for the environment and our community.

DIVERSITY IN DERMATOLOGY
People of Color are underrepresented in dermatology—from teaching practices to the number of practitioners—which can lead to delays or errors in diagnosis. Find a dermatologist of color with the Black Derm Directory to help you on your skincare journey.

Macro image of a bamboo plant. The image shows a close-up view of the bamboo stem, revealing intricate details of its texture and color. The stem is thin and cylindrical, with visible nodes and grooves.
Image of two women's faces close together, showing their skin texture. The women are facing each other, and their faces are very close together. Both women have different skin tones and textures.
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IN THE NEWS

“We wanted to make something that felt luxurious, so, we put all of the care and intention of a luxury brand into it, but made it affordable and accessible.”

John Legend for Cosmopolitan

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IN THE NEWS

“We want folks with Black and brown skin to know that we love you; we celebrate your skin. We want to ensure you have the proper care for your skin, and we’re going to be committed to doing that.”

John Legend for Glossy

Image of a sky with a gradient of greens and yellows.
IN THE NEWS

“We intentionally created this brand with them in mind because we believe they deserve great skincare at an affordable price.”

John Legend for Essence

Image of a sky with a gradient of greens and yellows.
IN THE NEWS

"Loved01’s line of vegan, cruelty-free, dermatologist-approved products helps nourish, moisturize, and rebalance the skin’s pH levels to produce a clean and vibrant look."

Black Enterprise