John Legend Becomes a CVS Employee to Stock the Shelves With His New Skincare Brand

Loved01 (pronounced "loved one") was developed to be both moisture-rich and cost-effective.

John Legend hasn't only grown his family in recent weeks, but he's expanded his resume to include the title of skincare CEO and part-time CVS employee (well, sort of).

If you're wondering how Legend, 44, went from an award-winning and globally-recognized singer to a CVS employee overnight, well, the answer is simple. The "All Of Me" crooner did it to promote his new skincare line, Loved01 (pronounced "loved one").

"I joined the CVS crew to get ready for my Loved01 skincare launch," Legend explained in the behind-the-scenes clip featuring a photo of him rocking his new work uniform.

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The video then cuts to show Legend walking around the floor of his convenience store with a basket full of his brand's skincare products and restocking the shelves.

Legend was even seen gifting his new skincare line to some lucky customers who came into the store that day! "My new skincare brand, made just for you," adding, "I want everyone to try it! Check out Loved01 at your local CVS!"

"Thrilled to share #LOVED01 is officially available in over 2000 #CVS stores! I stocked them myself 😊," he noted in the caption.

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The Loved01 collection currently stands completed with six dermatologist-approved products, including a face and body wash, a face and body moisturizer, an exfoliating scrub, a toning mist, a face and body oil, and a shaving cream. 

In conversation with Cosmopolitan, Legend revealed that a board-certified dermatologist, Naana Boakye, MD, whom he praised as “a Black woman who understands the unique needs of melanin-rich skin," was the leading talent behind the formulations. 

“We understood the research around melanated skin and its propensity to lose moisture more quickly than other skin types," Legend said of his new skincare line, concluding, “The products all have ingredients that focus on deeply moisturizing and making sure our skin stays hydrated.”

Loved01 is said to be formulated with moisture-rich ingredients like sea buckthorn oil, rosehip oil, shea butter, coconut oil, and jojoba oil to help keep skin silky and smooth.

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The new line was also developed with affordability as another top priority, per a press release, and each product retails for about $10 - $15.

Those interested in trying Legend's line of products can find them on store shelves at CVS and online at loved01.com.