Loved01, the skincare brand founded by award-winning singer-songwriter, entrepreneur, and activist John Legend in partnership with dermatologist Dr. Naana Boakye, is coming to QVC. Beginning November 1, an exclusive selection of product sets created specifically for QVC will be available on QVC.com, with an on-air debut scheduled for November 2. The QVC collection features Loved01’s Daily Love four-piece gift set, Exfoliating Cleansing Wipes three-piece set, Signature Men’s three-piece gift set, Nourishing Face and Body Oil Duo, and Exfoliating Wash Duo.

“Accessibility is so important to Loved01—to be truly inclusive, it’s important to be where consumers can reach you,” Legend tells BeautyMatter. “The opportunity to reach consumers, live on QVC, and tell them all of the beautiful ways that Loved01 can help them look and feel good is unmatched.”

QVC, the original live shopping channel, has pioneered video-driven shopping across linear TV, e-commerce sites, digital streaming, and social platforms. But with new contenders like TikTok Live and Amazon Live vying for market share, the traditional TV shopping model has to innovate if it wants to stand a chance in the competitive live shopping space. Attracting customers with in-demand brands like John Legend’s Loved01 is a key part of staying relevant.

“Loved01 was founded to address the beauty needs of underserved consumers who deserve access to high-quality and accessible skincare,” says Anna Baker, Vice President of Beauty and General Merchandise Manager (GMM) for QVC. “ We were inspired by John Legend’s dedication to increasing inclusivity in the skincare industry, and we are proud to help expand Loved01’s mission to democratize skincare by bringing our QVC customers effective and nurturing beauty products for complexions of color.”

QVC's customer base is primarily women between the ages of 35 and 64, with an average age of 50. This group has been consistently overlooked by retailers and brands for years, despite that women over 50 have a combined spending power of $15 trillion and are considered by Forbes to be the wealthiest and most active generation in history. They are also known as "super consumers" and are responsible for 27% of all consumer spending.

While women over 50 have always been a core consumer group for QVC, the channel has made a concerted effort to engage with women over 50 in recent years. QVC has created programming for this demographic and has also featured brand ambassadors who are women over 50. Loved01’s unisex and affordable positioning makes it an attractive option for this audience, appealing to their desire for effective, inclusive skincare. Launching on QVC not only enhances Loved01's market presence but also reinforces QVC's commitment to celebrating and serving its diverse consumer base.

Legend founded Loved01 in early 2023 with dermatologist Dr. Naana Boakye. The brand's mission is to make skincare more accessible and affordable for all skin types, with a focus on the needs of melanin-rich skin. Loved01’s line of 10 skin and bodycare products all retail between $10 and $20. In keeping with the brand’s mission of accessibility, the brand swiftly launched in Walmart and CVS stores in 2023. Earlier this year, Legend launched the brand on Amazon Beauty.

“I’ve had the opportunity to try a lot of expensive skincare products in my life, and it was important to me that we can offer that experience and those results without the price tag attached,” says Legend. “I’ve consistently pushed our team to hold to both of those standards around experience and price point.”

Loved01 incorporates natural ingredients with rich roots in communities of color, including shea butter, jojoba, coconut, rosehip, and sea buckthorn oils. Though designed with melanin-rich skin in mind, the products offer universal appeal and benefits for all skin types.

“What we’ve learned, when we dug into the needs of Black and Brown skin, is that there is an increased need for moisture and higher risk of irritation, inflammation, and eczema,” says Legend. “So, we created these products to deliver maximum moisture and the lowest risk for irritation possible. What that means, though, is that the products are beneficial to anyone looking for moisture, has sensitive skin, or just wants a gentler experience in their skincare. And everyone can use a little more moisture!”

Legend launched Loved01 at a pivotal moment for celebrity beauty brands. The market was feeling increasingly oversaturated, and consumers were increasingly discerning. Brands needed to build meaningful differentiation into their brand ethos and mission if they wanted to attract customers. The most successful celebrity brands of this era leaned on the expertise of industry professionals: Hailey Bieber’s Rhode Skin partnered with Dr. Rob Robinson, a noted expert in chemistry and skincare development, and dermatologist Dr. Dhaval Bhanusali; Alicia Keys collaborated with dermatologist Renée Snyder to develop and test products for Keys Soulcare. For Legend, partnering with dermatologists has been instrumental in creating Loved01, lending both credibility and expertise to the brand.

“Having dermatologists and cosmetic chemists as partners has made me feel comfortable and confident in the products we’re providing to consumers,” he says. “It enables us to think about what Black and Brown skin needs in terms of pH, moisture loss, lower ceramides, and that we tend to be susceptible to inflammation. It also helps us think deeply about what ingredients we shouldn’t use and be thoughtful about what’s on our ‘formulates without’ list.”

Before developing its formulas, Legend and his team at Loved01 researched their target audience to understand their skincare needs. They found that people with Black and Brown skin—representing over 40% of Americans—are often focused on preventing dryness and ashy skin, looking for products that provide deep moisture while addressing concerns like eczema and irritation. They sought gentle yet effective solutions that deliver visible results without causing dryness or irritation, a priority that shaped Loved01's vision for its product offerings.

Building a skincare line and making an album might look like two divergent paths, but for Legend, they’re more alike than one might think—both are deeply rooted in collaboration.

“So much of the process of developing music is bringing in the best people to collaborate with and learn from, he says. “The same carries over into the success of Loved01 and how we have collectively built Loved01 to be the consciously formulated brand it is today.”

Legend partnered with the team at A-Frame Brands along with dermatologists and cosmetic chemists to bring his vision of an affordable, accessible skincare brand to life. Loved01’s omnichannel presence in places like Walmart, CVS, Amazon, and now QVC ensures it reaches a broad audience, aligning with its mission to make quality skincare accessible for everyone.

“It takes many voices to build something, says Legend. “That’s the album, that’s the success.”