John Legend Teaming Up With A-Frame To Release Own Skincare Line Aimed At Addressing Beauty Standards

by Duchess Magazine
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John Legend Teaming Up With A-Frame

Grammy-winning singer John Legend is on a mission to bring sustainable, affordable consumer products to audiences who have been ignored.

The skincare line which aims to make people feel good in their everyday skin is still in development and will be focused on the unique needs of darker, melanin-rich skin as well as hopes to change the narrative as regards beauty standards.

“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,” said Legend, according to the outlet. “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.”

This news comes on the heels of Legend’s new partnership with A-Frame Brands, founded by activist and actor Hill Harper and entrepreneur Ari Bloom in 2019. The company is also responsible for launching Kinlo, a sun-care brand with tennis superstar Naomi Osaka. A-Frame is also currently partnering with Gabrielle Union and Dwyane Wade to launch their baby-care line, Proudly.

“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.”

A-Frame’s mission has since resonated with Legend, and so he decided to join forces with them.

“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,” says Legend.

“I always think back to when I was 15-years-old. I wrote an essay — it was actually for McDonald’s Black History Month essay competition,” he says laughing. The prompt was simple: How do you plan to make Black history? “And I said that I was going to become a successful artist, successful singer/songwriter and use that success to try to make my community better and give back as soon as I possibly could. And so, I’m literally living my dream of doing that.” The singer said in a recent chat with Fortune.

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