Dive Brief:
- Singer-songwriter John Legend has brought his year-old personal skin care brand, Loved01, to the Amazon Beauty store, per a press release.
- The affordable, unisex skin care brand launched in January 2023 and currently sells products on its own website, Walmart and CVS.
- The majority of products are being offered on Amazon either as a single or double pack, the company said via email. The confirmed list of products includes a face and body moisturizer, toning mist, exfoliating cleanser, face and body oil, shave cream, face and body cleansing bar, cleansing wipes and hand wash. All products retail between $10 to $15.
Dive Insight:
Loved01 was launched early last year by Legend and dermatologist Dr. Naana Boakye as an accessible, affordable skin care brand. The company said the products contain natural ingredients that have a history in communities of color including shea butter and jojoba and coconut oils, and also use rosehip oil and sea buckthorn oil.
"We created Loved01 to offer our customers affordable, accessible, and effective products formulated especially for melanin-rich skin," Legend said in a statement. "At Loved01, we believe everyone deserves love and care, and we strive to help people celebrate and nourish their skin. We're excited to reach an even wider audience by collaborating with Amazon Beauty."
Legend and his wife Chrissy Teigen celebrated the Amazon Beauty launch of Loved01 on Valentine’s Day with a "Get Ready with Us" Amazon Live event.
Loved01’s debut on Amazon comes as other brands launch on the platform as a way to expand their distribution. Curology earlier this year launched on Amazon, while Care/of and Allbirds launched last year and Peloton expanded onto the platform in 2022.
The launch on Amazon allows Loved01 to reach new customers, according to Vanessa Coleman, senior vice president of commerce with Loved01’s parent company A-Frame brands.
“Our line is focused on being effective, affordable and accessible,” Coleman said in an email. “Being available on Amazon expands our ability to be attainable to the Amazon community and opens the door for more consumers to discover the brand.”
