John Legend is about to launch a skincare line made with “ordinary people” in mind. According to Afro Tech, Fortune is reporting that the award-winning artist will launch a skincare line that makes people feel good in their everyday skin. And, while the line is still in development, Legend and his team will focus on the needs of those with darker hues of skin that are rich in melanin with hopes to broaden the conversation surrounding beauty standards.
The skincare line doesn’t have a name yet, but it does have a mission. It aims to showcase precisely why people with darker skin tones deserve products that they can see themselves reflected in and address the needs that other products often ignore.
“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,” Legend said. “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.”
Aside from beauty standard conversations, Legend also wants the line to address topics like the racial wealth gap and how it affects Black people at alarming rates.
The news of this line comes on the heels of Legend’s new partnership with Los Angeles-based holding company A-Frame Brands, which was founded by activist and actor Hill Harper in 2019 alongside executive and entrepreneur Ari Bloom.
“The entire purpose of the business is to create products for people who need them the most,” said A-Frame’s Chief Brand Officer Martin Ekechukwu. “And we’re defining people who need them the most as Black, Brown, Asian, [people with disabilities]… anyone for whom there has been nothing specifically created for you, from the ground up.”
Last year, the company launched Kinlo, a sun-care brand, alongside tennis superstar Naomi Osaka. A-Frame is also currently partnering with Gabrielle Union and Dwyane Wade to launch a baby care line.