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Welcome to The Quality Makers, an interview series highlighting pioneers in the direct-to-consumer space. Join us as we get an inside look at the world of digital shopping through the eyes of the individuals shaping it…
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For artists, pre-show rituals are a crucial part of the job – a familiar process that helps create a sense of calm before stepping into the chaos. And for John Legend, that sacred routine includes skincare. A quick cleanse, a layer of moisturizer, maybe a brightening serum if the lights are particularly harsh that night. It’s not complicated, but it’s consistent. And for him, it’s never been about vanity – it’s always been about care.
That same philosophy is what led him to create Loved01, a skincare line made for melanin-rich skin, based on the simple idea that great products shouldn’t be only for people who can afford to splurge. “Everyone deserves great skin care,” the singer says. “Not just those who can afford luxury.”
Legend didn’t set out to create yet another celebrity-backed line with a $100+ price tag and a splashy ad campaign. His goal was quieter, but more radical: to change who gets considered when skincare is formulated, who gets marketed to, and who can afford to take part in self-care. With Loved01, he’s not just offering access, but rather addressing absence. The absence of clinical research on melanin-rich skin. The absence of truly inclusive messaging. And the absence of affordable options that work.
Having tried the full Loved01 lineup, I’ll put it simply… this stuff delivers. Instead of asking you to purchase another 12-step routine, Legend’s goal is to build skincare solutions right into the products themselves. This isn’t about chasing trends or pushing a curated lifestyle. It’s about meeting us where we are – CVS, Walmart, Amazon – and giving us something we’ve long been left out of: skincare that sees us. Legend and his team continually develop formulas backed by research accounting for the role melanin plays in our skin’s daily needs.
As Legend tells us, “We wanted to focus on skin concerns that are often overlooked – like hyperpigmentation, sensitivity, and moisture loss. These are issues that show up for many of us, but haven’t always been addressed in a thoughtful, accessible way.”
Read the full TQE exclusive Q&A with John Legend below, where he shares Loved01’s intention, his pre-show routine, and the one product he can’t live without.
What initially inspired you to take the leap from music into skincare?
“I've always cared about taking good care of my skin and how I present myself. Over the years, I've collaborated with several established brands in skin and personal care, but I thought there was something missing. So we created Loved01 because we felt like it was the right opportunity to bring something to the market that was unique and special. We really believe that everyone deserves great skin care and that we can offer them luxury-quality skincare with expertly-curated ingredients at an affordable price.”
How has your creative process as a musician influenced your approach to building Loved01’s product line?
“As a musician, I’m always thinking about how to move people, how to create something that is intentional, thoughtful, and emotionally resonant, how to make the world more loving and beautiful. That same mindset has carried over into building Loved01. Every product we create is meant to serve a purpose and make people feel cared for. I think about the flow of a skincare routine the same way I think about sequencing a setlist – it should feel cohesive, effortless, and ultimately leave you feeling better than when you started. I want Loved01 to be a brand that centers care and connection in everything we do.”
When you’re on tour, what’s your pre-show skincare routine? Post-show?
“When I’m on tour, my routine has to be simple, effective, and easy to keep up with – especially with all the travel and late nights.
Before a show, I usually start with our Face + Body Moisturizer. It gives my skin a deep hit of hydration without feeling heavy, which is perfect before going under stage lights. If I need a boost, I’ll use our Brightening Serum – the rollerball is cooling and calming, and it helps smooth things out without a lot of effort.
After the show, the first thing I reach for are our Cleansing Wipes. They’ve become part of how I wind down. They’re gentle, refreshing, and they make it easy to reset and let my skin breathe. Then I follow up with the Brightening Serum again and lock it in with the Moisturizer before calling it a night.”
The Brightening Serum has become my post-hormonal acne hack. I use it more like a spot treatment – especially for those under-the-skin hormonal pimples that love to invade my face once a month (thanks, luteal phase). With mandelic acid, niacinamide, and azelaic acid, it tackles uneven tone and texture without being too harsh.
The rollerball applicator is lowkey genius. It’s cooling, depuffing, and makes applying it feel way more satisfying than it should. At $29, it’s earned a permanent spot in my top shelf lineup and in my travel bag. And as I mentioned earlier, I’ve had dark spots take forever to fade – on occasion, nearly a year. Never again with this product.
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What does “accessibility” mean to you personally and for your brand?
“I’ve had the chance to try a lot of different skincare over the years - including some of the so-called best, most expensive products out there. But I’ve always believed that great skincare shouldn’t be reserved for just a few people. What’s always stuck with me is how different the experience of self-care can be depending on what you have access to. I wanted others to feel just as good as I do when I take a moment to care for myself - just as good as my loved ones feel when they use something that really works and feels special. That’s what I carry into Loved01: the belief that everyone deserves that same, amazing, standard of care.”
Loved01 launched at CVS, Walmart, and now QVC. How critical is mass-retail placement in reaching communities often overlooked by luxury brands?
“From the very beginning, accessibility has been at the heart of Loved01 – not just in terms of price, but in where and how people can find us. We’ve been intentional about showing up in places where our communities already shop – Amazon, QVC, CVS – because we believe quality skincare shouldn’t be limited to luxury counters or exclusive boutiques. Affordability matters, but so does convenience. Whether you live in a big city or a small town, we want you to be able to walk into a store or click a button and find products that make you feel seen and cared for.”
Loved01 also emphasizes affordability – how did you determine the low price point?
“We were intentional about pricing our initial Loved01 products between $10 and $15 because we wanted to create something that felt elevated but was still within reach. That range allows us to offer high-quality, dermatologist-backed skincare without excluding the very communities we set out to serve. It’s the sweet spot – affordable enough for everyday use, but premium enough to feel like care and intention went into every detail. For us, accessibility isn’t just about price – it’s about making sure people don’t have to compromise to care for themselves.”
I read that you create skincare rituals with Chrissy and your kids. How important is it to model self-care within your family?
“It’s really important to us. In our house, self-care isn’t just about skincare –it’s about taking time to care for yourself, check in with how you’re feeling, and be present. Chrissy and I both try to model that for our kids in small ways every day, whether it’s bathtime with our toddlers, putting on moisturizer together, winding down with a bedtime routine, or just taking a few minutes to pause. I want our kids to grow up seeing care, especially for yourself, as something normal, not indulgent. That’s part of what inspired Loved01 in the first place: creating rituals that are simple, thoughtful, and rooted in love. Because when you take care of yourself, you show up better for the people around you.”
How has your family influenced product development or routine habits in the Loved01 line?
“My family plays a big role in shaping Loved01. Chrissy tries everything – she gives honest, thoughtful feedback, and I really value her perspective. Our Soothing Wipes, for example, were inspired by her. She loved the exfoliating version but was looking for something more gentle for everyday use – so we created a second option that’s just as refreshing but with a softer touch. Our kids also remind me that routines don’t have to be complicated to be meaningful. That mindset influences how we build the line – simple, effective products that work for real people and real life.”
Melanin-rich skin has unique needs. How did Loved01 develop formulas targeting issues like hyperpigmentation and transepidermal water loss?
“When we were developing Loved01, we wanted to focus on skin concerns that are often overlooked such as hyperpigmentation, sensitivity, and moisture loss. These are issues that show up for many of us, but haven’t always been addressed in a thoughtful, accessible way. We worked closely with dermatologists to create formulas that support the skin barrier, deliver hydration, and help even out tone – using ingredients that are gentle, effective, and safe for daily use. Every product was tested on a range of skin tones and types to make sure it delivers real results without irritation. For us, it’s about care that’s rooted in science, made for real life, and designed to serve those who’ve too often been left out of the skincare conversation.”
Loved01 just dropped a Brightening Serum and Soothing Wipes. What’s next in the pipeline? Any skincare gaps you’re exploring next?
“Fragrance is one area we’re especially excited about. Our original Handwash quickly became a fan favorite, and that momentum inspired us to introduce a new scent called Just Because. It’s floral, herbaceous, and designed to capture the emotion of those quiet, thoughtful gestures. The response has been incredible, and we’re continuing to explore how scent can play a bigger role in our approach to self-care.
We’ve also seen a lot of love for our wipes. They’ve become a daily go-to for many - perfect for post-workout, travel, or quick refreshes throughout the day. We recently launched our Soothing Wipes as a gentle option, and we’re already developing new innovations to expand that category further.
What’s next will always be guided by purpose. We’ll continue building intentionally - offering functional, sensorial products that make high-quality, head-to-toe care more accessible to more people.”
What does success look like to you in five years for Loved01?
“Success, to me, is seeing Loved01 become part of people’s everyday lives – a trusted part of how they care for themselves. I’d love to see the brand continue to grow, reach more communities, and expand in ways that stay true to our mission of making high-quality, thoughtful skincare accessible to all. If in five years, people feel more seen, more confident, and more cared for because of what we’ve built – that’s the kind of impact that matters most. It’s about showing up with intention, continuing to innovate, and leading with love every step of the way.”
How do you ensure Loved01 maintains its mission of equalizing skincare, beyond just pricing and availability?
“For us, equalizing skincare isn’t just about affordability – it’s about representation, education, and intention at every level. We make sure our products are developed with diverse skin tones and needs in mind from day one, not as an afterthought. We work with experts who understand the science behind often-overlooked skin concerns, and we prioritize testing on a wide range of people to make sure our formulas truly work. But it’s also about the bigger picture. We’re committed to showing up in culture, in conversations, and in communities where skincare hasn’t always felt inclusive. Whether it’s who we cast in our campaigns or how we talk about care, we want people to feel seen, heard, and valued. Because skincare is about more than just the products – it’s about dignity, confidence, and creating space for everyone.”
If you were stranded on an island and could only have one Loved01 product, which would you choose and why?
“I’d have to go with the Face + Body Moisturizer. If I’m stuck on an island, hydration is key – and this one delivers. It’s rich but never heavy, deeply nourishing, and works head to toe. Plus, the whipped texture makes it feel like a little moment of self-care, even in the middle of nowhere. It’s the one product I never travel without, so it’s only right I’d have it with me then, too.”
