Gabrielle Union and husband Dwyane Wade are adding skin-care brand founders to their long list of accolades. Today, the duo announced the launch of sustainable skin-care brand Proudly, created for children with melanin-rich skin.
“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 says in a 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.”
In an Instagram post, Union continues: “@theproudlyco is an everyday baby care line created specifically for melanated skin tones. We are truly diverse and representative and couldn’t be prouder about it.”
As Essence reports, the brand will only partner with similar businesses who are seeking to make a positive change within the industry, specifically with their diversity efforts. Outside of Wade and Union, former vice president of global online strategy at Estée Lauder Companies Pamela Cholankeril will be joining the team as president, and New York dermatologist Naana Boakye, MD will be the ingredient formulator for the line.
In a statement, Dr. Boakye says, “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 launch in late 2021. Stay tuned to NewBeauty for more information.
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