Gabrielle Union and Dwayne Wade Launch Baby Care Line
On April 12, power couple Gabrielle Union and Dwayne Wade announced the launch of their new baby skincare line, PROUDLY. The brand was initially announced summer of 2021 and is now available for patrons. The line is targeted toward babies and children of color, with products that are specifically designed for melanated skin. Children of color are more likely to experience skin conditions like cradle cap, eczema, and dry patches.
The actress and basketball star have a three-year-old daughter, Kaavia, who is their inspiration behind the brand and its purpose.
“From the moment our daughter Kaavia entered this world, we knew we’d teach her to embrace her skin–its beauty, power, wisdom and magic,” reads the PROUDLY website. “And that means caring for it with love. Inspired by our littlest love–and millions of other babies of color–we set out to build PROUDLY: Baby care for melanated skin, created for us and by us.”
The line of products was co-made by dermatologist Dr. Naana Boakye, MD, MPH, owner of BERGEN Dermatology in Englewood Cliffs, New Jersey. The PROUDLY team worked with Dr. Boakye to “thoughtfully select cleaner, moisturizing ingredients” for their skincare formulas.
The skincare line is currently comprised of five products: the All over Balm, Nourishing Oil, Gentle Baby Wash, Hydrating Baby Lotion, and Gentle Touch Baby Wipes. The individual products start at $2.99, aligning with PROUDLY’s goal of being price accessible.
Another goal of the company is to be diversely run. The company’s team is predominantly made of people of color at all levels of leadership.
“The company prioritizes diversity and representation by leveraging unique approaches to removing barriers that typically impede diverse, high-potential talent,” said co-founder Dwayne Wade in a statement on his website. “…and values an employee’s most vibrant and truest self.”
PROUDLY President, Pamela Cholankeril says the “diverse team of experts” on the company’s team is meant to represent their target audience for melanin-rich children and their families.
“We want to change the way that society has long thought about serving people of color and the nuanced issues that they face,” said Cholankeril. “…by bringing these products to the mainstream, particularly for parents who are raising the next generation. We’re so excited to see that mission come to life without products.”
PROUDLY’s products are currently available for purchase on their website in both individual sales and bundle deals.
