John Legend has become the latest celebrity to enter the skincare game.

Legend has launched LovedO1, a skincare brand made to treat “melanin-rich skin,”

“Our mission is to celebrate melanin-rich skin and provide the love, care, and attention it deserves,” he said in a press release.

The new unisex line offers face and body products, including a toning mist, shave cream and exfoliating cleanser.

“We hope to help democratize the beauty space by offering high-quality products at an accessible price point. Everyone deserves to be seen, represented and provided with the tools to love themselves, starting with healthy skin,” the singer added.