Today, Proudly, a baby care brand co-founded by Gabrielle Union and Dwyane Wade, officially launched. The line of cleaner, functional infant care products is specifically formulated to nourish babies with melanated skin. It is the first accessibly-priced baby care company with products designed specifically for children of color.
The couple, who has been married for thirteen years, explains “Proudly was inspired by our daughter, Kaavia, and millions of other babies of color. We set out to build Proudly because we found there was a lack of options for children of color as we’ve raised our own kids. We want these products to be intentional, but also to be accessible to the people who need them. We’re overjoyed to finally have them out in the world.”
According to the U.S. Census Bureau, as of 2015, 50.2% of babies born in the US have one parent of color. However, historically, no baby brands have been squarely focused on this community of children. To address this disparity, the product line has been co-designed with dermatologist Dr. Naana Boakye, who has thoughtfully studied and selected plant-based, moisturizing ingredients to take into account the unique needs of melanated babies, who are more prone to some skin concerns such as general dryness, eczema, cradle cap, and acne.
The brand is on a mission to embrace and celebrate babies of color and to showcase and highlight their village of caretakers and loved ones. It also aims to showcase that companies can be built differently by hiring and partnering with diverse talent to elevate them.
Shop the line of baby care essentials below.
Proudly Hydrating Baby Lotion $9, proudly.com
This moisturizing, everyday lotion is infused with soothing lavender and chamomile for a calming effect for babies and their caregivers. The formula is lightweight and non-greasy for their sensitive skin.
Proudly Gentle Body Wash $9, proudly.com
A non-stripping cleanser with a natural, gentle fragrance that calms your littlest love before bedtime or naptime. It’s gentle, pH-balanced, and moisturizing.
Proudly Nourishing Oil $12, proudly.com
A replenishing body oil, free of paragons and fragrance, to rejuvenate dry skin and give your littlest love a touchable glow. It’s silky-smooth, non-greasy—and a little goes a long way.
Proudly All Over Balm $7, proudly.com
An ultra-nourishing, multi-use balm to target stubborn dry spots and soothe itchy, irritated skin—great for face, body, and bums. The balm is formulated with jojoba oil and rich mango butter that creates a natural barrier and softens skin.
Proudly Gentle Touch Baby Wipes $3, proudly.com
For faces, bums, sticky hands, and more, these wipes are perfect for sensitive skin. Made with hydrating aloe vera, the wipes are also hypoallergenic, pH-balanced, and 100% FSC-certified biodegradable fiber.