John Legend’s new skincare line is for people of color

John Legend has just announced the launch of its new skincare line.

The brand is currently still in development, but Legend said its products will specifically target the needs of people with darker, melanin-rich skin.

Talk to Fortune earlier this month, the multi-award-winning musician and philanthropist explained that lines speaking directly to people of color are important for a multitude of reasons.

He noted that they are sparking wider conversations within the industry about Eurocentric beauty standards, as well as the racial wealth gap and the fact that darker-skinned people need specialist products. Good skincare also has the power to help everyone feel positive about themselves.

“Everyone has skin, and everyone cares about their skin, and everyone cares about looking good in all situations, whether it’s, you know, family, community or wherever. they happen to be,” Legend said. “It’s such an important part of who they are, how they present themselves to the world and how they feel.”

While details of upcoming products remain to be seen, there is an industry-wide shift toward plant-based and cruelty-free ingredients and vegan certification, especially among celebrity-founded brands, which makes it likely that this selection will be no exception.

This new line won’t be Legend’s first foray into beauty products. He was an early investor in Bevel, a brand that also focused on black customers by meeting their shaving needs. (Bevel CEO Tristan Walker has since founded Form, a hair care brand. The former is cruelty-free.)

John Legend Skin Care

According to Fortune, Legend is working with Los Angeles-based A-Frame Brands to create the upcoming lineup. A-Frame is a holding company that is specifically focused on creating products for those not properly catered for by the traditional beauty industry.

“The purpose of the company is to create products for the people who need them most,” said Martin Ekechukwu, A-Frame brand manager. “And we define ‘the people who need it most’ as black, brown, Asian and [people with disabilities] … anyone for whom nothing was specifically created for you, from scratch.

In September of last year, A-Frame teamed up with tennis champion and mental health advocate Naomi Osaka to launch KINLÒ, a functional, vegan and cruelty-free skincare brand also designed to ” those rich in melanin. Osaka has previously said that the lack of sunscreen products, in particular, designed for darker skin tones is what prompted her to found the label.

“Through my personal experience and learnings, I’ve discovered that black, brown, and other melanized-skinned communities are often an afterthought in discussions and research on sun care,” he said. – she explained, “including the exclusion of clinical studies on skin cancer.

Legend and Osaka join a growing number of celebrities choosing to launch their own beauty brands, many of which are focused on inclusivity, sustainability and simple ingredients. For some of the best celebrity-backed launches of 2021, read on here.

About the Author

Personal Editor | Bristol, UK Liam writes about environmental and social sustainability and animal welfare. He holds an honors degree in English Literature and Film.

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