Gabrielle Union and Dwyane Wade Launch Baby Care Brand

Gabrielle Union and Dwyane Wade’s launch baby care brand PROUDLY, for babies with melanated skin. 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.

PROUDLY is the first accessibly-priced baby care company with products designed specifically for children of color. The products have 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.

“PROUDLY was inspired by our daughter, Kaavia, and millions of other babies of color,” said Gabrielle Union and Dwyane Wade, PROUDLY Co-Founders. “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.”