John Legend To Launch Skincare Brand For People Of Color

John Roger Stephens, better known as John Legend, is teaming up with Los Angeles-based business development platform, A-Frame Brands, to launch a skincare brand to better serve those with melanin-rich skin.

The beauty brand will seek to address three key issues found in those with higher melanin levels: skin dryness, pH imbalance and environmental impact.

“We look for headscratichingly obvious problems, typically experienced by people of color, disadvantaged people, and really anybody that has not received a particular product in the market,” said A-Frame Chief Brand Officer Martin Ekechukwu.

Additional details regarding the line, including its other investors, product and price range and, of course, its name, will all be revealed at the time of the brand’s debut this fall.

Initially, John Legend’s skincare line will first launch as a direct-to-consumer ( DTC) offering in the U.S.. It will serve up rich content to give customers a better understanding of the brand and its purpose and make its products available at affordable price points.

“Not all the high-value ingredients should only be available for those with means; we want to try and make it as democratized as possible, ensuring that everybody has access to these products,” said Ekechukwu.

As celebrities are increasingly looking beyond traditional endorsement deals, A-Frame Brands has looked to make it increasingly possible for stars to claim significant stakes within companies they associate themselves with and enable these celebrities to claim c-level positions.

Just this past summer, Gabrielle Union and Dwyane Wade announced the launch of their children’s skincare brand, Proudly. Harry Styles also launched a nail polish line, while Ariana Grande rolled out her own color cosmetics brand. More recently, Billie Eilish launched her own fragrance line.

Originally published at https://retailbum.com on January 24, 2022.