Savannah James can officially add a new title to her resume: beauty founder. The 38-year-old wife of NBA star LeBron James just launched a skin-care brand called Reframe, and according to a recent interview with People, it’s a launch that was two years in the making.
Reframe launched on May 15 with three hero products: the Pigment Processor (a brightening serum meant to target uneven skin tone, $115), the Compression Complex (a sculpting cream meant to tighten sagging skin, $95) and the Circadian Cream (an overnight collagen moisturizer that hydrates and repairs the skin barrier, $135). Before dreaming up her own brand, James had a light obsession with skin care, but even with thousands of creams and serums available in today’s market, she still couldn’t find what she was actually looking for: luxury, clinical formulas that still had an air of fun. She told People that her goal with the brand was to “reframe what clinical skin care looks like” for the modern consumer (hence the name) who’s becoming more cognizant of ingredients and what they do.
“I think the consumer now is really smart and knowledgeable on all of the things and ingredients and the way that they want their skin to behave,” she said. “So I think that that was the white space for me. Also, with the packaging and how it looks, I think we all want something that’s beautiful and that we want to look at every day. Something that’s fun and new.”
Ahead of its live date, Reframe partnered with Howard University’s Department of Dermatology to complete its clinical trials, using the the Fitzpatrick scale to ensure that each product is effective and safe to use for all skin tones. “It needed to be accredited from an educational institution,” James added.
At the moment, Reframe’s lineup only consists of the three products mentioned above, though James notes there’s plenty of room for expansion. “We are already working on some really cool things,” she said. “So I think that starting out with the three products is really just getting our foot in the door and I think that once we have a name for ourselves, you’ll be able to trust us and see what else we’re bringing.”
