Loved01 by John Legend: Skincare Rooted in Inclusion and Market Potential

Loved01, John Legend’s skincare line, is redefining accessibility in the beauty sector. Built for melanin-rich skin and priced for everyday use, the brand sits at the intersection of purpose and profitability. Its early-stage growth reflects a rising consumer preference for inclusive, wellness-driven products, especially in the skincare category where authenticity and affordability drive repeat purchases.

While Loved01’s current social presence is modest, its long-term potential is strong. Backed by Legend’s reputation for trust and calm authority, the brand connects wellness and identity in a way that resonates with today’s diverse customer base. For retailers and investors, Loved01 represents more than a celebrity label; it is a signal of how inclusive skincare could scale within the mainstream beauty economy.

Key Takeaways

• Loved01 focuses on affordable skincare designed for melanin-rich skin with a growing, loyal audience.
• The brand holds a Charm Success Score of 53.11 and a Growth Score of 43.65, signaling early but steady traction.
• TikTok followers increased from 1.6K to 1.7K, showing gradual awareness growth despite limited social activity.
• Web traffic and engagement reveal potential for stronger digital marketing and retail expansion strategies.

Loved01: Growth, Success, and Social Reach

Charm data shows that Loved01 is still in its early stages but is building steady traction. With a Charm Success Score of 53.11 and a Charm Growth Score of 43.65, the brand is gradually finding its place in the skincare market. These scores suggest that while its current scale is modest, Loved01 has a solid foundation for future growth, especially given its clear mission and strong brand identity.

On social platforms, Loved01 maintains a focused but engaged following, with 23,000 Instagram followers, 700+ on Facebook, and 1,700 on TikTok. Although its TikTok audience is small, it grew slightly from 1.6K to 1.7K followers between June 2024 and June 2025, signaling consistent brand awareness in a competitive space.

With an estimated annual revenue range between $0 and $1 million, Loved01 is a young brand with room to expand through retail partnerships, influencer collaborations, and content highlighting its inclusive skincare message. The early data points reflect the challenges of scaling a niche brand, but also the long-term opportunity to capture a loyal customer base centered on affordability and representation.

Loved01: Web Traffic & TikTok Growth and Audience Demographics

Charm data highlights a gradual but consistent increase in Loved01’s TikTok followers, growing from 1.6K to 1.7K between June 2024 and June 2025. This slow but steady climb shows that the brand is maintaining awareness among its niche audience despite limited marketing activity. The upward trend also reflects potential for growth if the brand invests further in TikTok-based content, especially educational or wellness-focused videos that align with its inclusive skincare message.

In terms of audience, Loved01’s core demographic skews slightly older, with 41% of followers aged 35–44 and nearly 35% aged 25–34, followed by 17% between 18–24. This age spread suggests that the brand resonates most with mature consumers who value self-care and quality skincare over hype. Gender distribution shows a predominantly female audience, a common trend in the skincare category, but one that also indicates an opportunity for Loved01 to broaden its appeal to male consumers interested in wellness-focused routines.

Web traffic tells a different story. Site visits have declined since mid-2024, dropping from around 3.5K monthly visits to below 2K in 2025. The data suggests that while Loved01’s brand awareness exists on social media, its conversion into site visits and sales may still be limited. This could be due to minimal advertising or a lack of ongoing content campaigns. For a brand built on inclusivity and accessibility, optimizing digital touchpoints, especially TikTok-to-site conversion, will be key to sustaining growth momentum.

How Loved01 Builds Momentum in Inclusive Skincare

Charm’s insights show that Loved01 is building its foundation thoughtfully, focusing on inclusivity and trust rather than rapid social growth. While the brand’s Charm Success Score (53.11) and Charm Growth Score (43.65) indicate an early stage of development, its mission to create affordable skincare for melanin-rich skin positions it for long-term relevance.

The data reveals a clear opportunity for Loved01 to boost digital engagement, focus more on TikTok, and improve website conversions. These efforts can help the brand grow its audience while keeping its authentic and inclusive identity. Loved01 proves that wellness-centered celebrity brands succeed when social values connect directly with accessible product offerings.

Charm’s dataset tracks over 5 million DTC brands, providing AI-powered insights that help businesses understand which brands are gaining traction and why. From TikTok Shop performance to brand-level analytics, Charm equips retailers, agencies, and investors with the data needed to make confident, informed decisions.

To see where Loved01 and other celebrity brands rank in success and growth, download the full report for detailed rankings, success scores, and performance insights.