Power couple Gabrielle Union-Wade and Dwyane Wade are launching a baby skincare line meant to cater to melanated skin stones. Known as Proudly, it is set to be the first-of-its-kind sustainable baby care brand created for the needs of children of color. It was formulated to cater to the diverse, tender, and luscious skins of babies without neglecting the peculiarities needed to serve Black and brown babies.
Union announced the joint venture with her husband on social media. The sustainable baby skincare line has the needs of babies at heart and “with Proudly, we’re proud to have a range of products that caters to the unique skincare needs of children of color that are so often overlooked in the mass market,” the couple said in a joint statement, as reported by Buzz Feed.
“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,” they added.
To deliver the exact purpose of the newly formulated skin line, the Wades enlisted renowned Ghanaian-born dermatologist Naana Boakye MD. Boakye completed her dermatology residency at State University of New York Health Sciences Center in Brooklyn, New York, where she also served as Chief Resident. Her passion is to create products with scientifically backed ingredients that can nurture the skin and optimize its health.
“It is imperative that skincare brands take into account the structural and functional differences in melanated skin prior to formulating skincare products,” Boakye said in a statement. “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.”
The Wades want the best team in their corner as they venture into the baby care game so the skincare brand will reportedly partner with businesses that practice “diversity, equity, inclusion and other ethical practices with good business,”, especially when it comes to their recruitment efforts and how they treat their employees, per Rolling Out.
Pamela Cholankeril — formerly of Estée Lauder Companies Inc. — will serve as the president of Proudly.
Gabrielle and Dwyane launched their first children’s book in May. Inspired by their daughter Kaavia James, the book was received very well by the public.
Proudly will be available by the close of 2021 on the company’s website just in time for the winter and on shelves in stores later.