John Legend has announced his plans to launch a skincare line for ordinary people…with melanin.
The 43-year-old EGOT winner shared with Fortune how being in the public eye gives him a vested interest in having great skin, but he was inspired to launch his own line because “everybody cares about presenting themselves well.”
Of course, I’m in the public eye, and so there’s a bit more of a premium placed on making sure we take care of ourselves and present ourselves well to the public.
But everybody has skin, and everybody cares about their skin, and everybody cares about presenting themselves well in every situation, whether it’s, you know, family, community, or wherever they are.
It’s such an important part of who they are, and how they present themselves to the world, and how they feel.
John Legend has partnered with Los Angeles holding company A-Frame Brands, founded by Hill Harper and Ari Bloom, for his forthcoming skincare line.
A-Frame Brands is behind Naomi Osaka’s skincare brand, KINLÓ, and they are developing Proudly, the babycare line from Gabrielle Union and Dwyane Wade.
John Legend shared why partnering with A-Frame was a no-brainer:
I love that they have a really diverse team and are concerned with making the world a better place, concerned with listening to a myriad of voices who are often marginalized and left behind, concerned about creating something that is affordable and accessible to all kinds of people, truly loves people of color and wants to provide people of color with the care that we deserve.
John has yet to name his forthcoming skincare line, but I would like to suggest “Ordinary People.”