Dwayne Wade and Gabrielle Union have launched a skincare line for babies of melanin-rich skin tones called Proudly.
According to Essence, Proudly is set to be the first-of-its-kind sustainable baby care brand made to cater to the needs of children who have rich skin tones, as opposed to the usual products that are modeled after a one-size-fits-all mold and ignore some of the most prevalent skin concerns of Black and brown kids.
“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 skincare needs of children of color that are so often overlooked in the mass market.”
The couple hopes to provide high-quality products meanwhile creating a new business model.
They want to show that success is the product when you focus on “diversity, equity, inclusion and other ethical practices with good business.”
Proudly is choosing to only partner with businesses that are seeking to make a positive change with their own practices and, more specifically, diversifying their recruitment efforts and treatment of their employees.
Pamela Cholankeril, formerly Estée Lauder Companies Inc., will lead as president of Proudly, and dermatologist Naana Boakye, M.D., who helped formulate the ingredients in the much-needed line.
“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 skincare needs of children of color that are so often overlooked in the mass market.”
“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.”
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Proudly is set to be released at the end of 2021 through the brand’s website, proudlycompany.com, and will roll out to national retailers shortly after.
