Gabrielle Union and Dwyane Wade have launched a new skincare line called “Proudly”. Geared towards melanin-rich babies, the line was inpired by the couple’s youngest daughter Kaavia.
“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. 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 Wades shared on Proudly’s website.
Proudly is set to become the first in the skin care industry to directly address the needs and concerns of children of color.
“We’re so excited to officially announce our new baby company, Proudly. As we continue to work on new endeavors together, our goal is to always center our work around being the change we want to see while championing diversity, equity and inclusion,” the couple said in a joint statement. “With Proudly, we’re proud to have a range of products that caters to the unique skin care needs of children of color that are so often overlooked in the mass market.”
Dermatologist Dr. Naana Boakye helped formulate the ingredients in Proudly. Boakye commented in a statement as to why a brand like Proudly is so important.
“It is imperative that skin care brands take into account the structural and functional differences in melanated skin prior to formulating skin care products. If not, the ingredients in the products can cause skin irritation, hyperpigmentation, or possibly exacerbate an existing condition. In formulating each and every Proudly product we have taken into account each ingredient that would help maintain the wellness and health of the skin barrier.”
Proudly is set to release towards the end of this year, rolling out to national retailers soon there after.