Trading places! John Legend ditched the piano and bought a store badge to promote his new skincare brand, Loved01.
The “All of Me” singer, 44, became a CVS employee for a day to help prepare the store for launching his own cosmetics brand. In a video posted via Instagram on Wednesday, February 1, Legend is seen entering the retailer, wearing the company’s signature red polo shirt. Once inside, the Grammy winner headed to the beauty salon to stock the Loved01 section with products. “I have to walk the floor to make sure everything is okay [okay]”, reads the quote above the clip.
Next, Legend showed off his salesmanship skills, surprising customers by explaining what Loved01 is all about. “Oh my God,” said one customer as she listened to the “Ordinary People” singer speak. Afterwards, Legend went to the register to help patrons check out.
The hitmaker raved about the experience in the caption, writing, “Excited to share #LOVED01 is officially available in over 2,000 #CVS stores! I supplied them myself.” (The skincare brand also launched online Wednesday.)
According to Loved01 website, Legend founded the company “with melanin-rich skin in mind”. The “Save Room” artist explained that he believes people of color deserve “great skin care at an affordable price.” The “dermatologist-approved” line aims to nourish and hydrate, “leaving skin radiant, alive and beautiful.”
Legend echoed similar sentiments in an interview with Brilliant, sharing, “We want black and brown people to know we love you; we celebrate your skin. We want to make sure you have the right care for your skin, and we will be committed to that.”
The line includes an exfoliating cleanser, face + body moisturizer, face + body oil, face + body wash, shaving cream, and toning mist—all under $20.
Each product is equipped with a herbal formula that includes sea buckthorn oil, which is packed with vitamin C, and rosehip oil – which is rich in essential fatty acids such as omega-6.
Legenda’s latest venture comes after he debuted his LVE Wines collection in 2015. The beverage company offers canned bubbly, bottled rosé, chardonnay and cabernet.
The Ohio native’s family life is also busy. A legend and his wife, Chrissy Teigen, welcomed a new baby, little girl Esti, last month. The couple already has a daughter Luna (6) and a son Miles (4). Craving the author became pregnant for the third time in 2020, but due to complications, she lost her son Jack at 20 weeks.