John Legend, the American singer-songwriter, pianist and producer, is extending his footprint in beauty with a new social impact initiative tied to his personal care brand, Loved01. Launching Monday, Loved01 Cares aims to support caregivers navigating the emotional, financial and logistical demands of caring for others.
As Legend explained, the expansion emerged directly from engaging with the brand’s customer base.
“We really [have been] listening to our customers, listening to people who have become loyal users of our products,” he said. “And a lot of them were around my age, with families and older loved ones they care for.”
Founded in 2023 by Legend alongside A-Frame founder and chief executive officer Ari Bloom, Loved01 was created to offer affordable, high-quality skin care for all skin types. Priced accessibly, between $12 and $19, and produced in the U.S., the brand is positioned as an everyday essentials line and is sold on Amazon and QVC, where it has gained traction with a Gen X-leaning customer base.
“We found that so many of the people that were using Loved01 were around John’s age — a little younger, a little older, parents,” Bloom added. “There’s definitely a generational connection.”
Loved01 Cares was shaped in part by the scale of caregiving in the U.S., said Legend: “It’s the number of people who are caregivers in this country, unpaid caregivers. It’s 50 million, about a sixth of the country.”
“If Loved01 is a self care brand, we’ve got to think about why you need self care and what you’re dealing with,” said Bloom, noting the “sandwich generation” balancing care for both children and aging parents.
A multigenerational family featured in Loved01 Cares’ campaign highlighting caregivers.
Courtesy of Loved01/Emily Ferretti
Loved01 Cares will center on funding nonprofits, developing educational tools and amplifying real caregiver stories, anchored by three pillars: connection, conversation and community. The initiative will partner with organizations including Caregiver Action Network, Caring Across Generations, Care Partner Project and Hilarity for Charity, founded by Seth Rogen and Lauren Miller.
Bloom said the broader aim is to build a sustained platform, drawing inspiration from Rare Beauty’s social efforts as a model for long-term engagement.
“We want to make sure this isn’t just a donation but be helpful in educating folks who reach out to us for resources,” Legend said. “Empathy is what drives us to give, what drives us to listen and what drives us to share with each other.”
While Loved01 continues to scale, with bestsellers including hand wash and lotions, Bloom said the product pipeline will expand with a focus on treatment and facial categories slated for 2027.
“This is something we’re building for the long term,” Bloom said.
Loved01 bestsellers include hand wash and lotions.
