Gabrielle Union and Dwyane Wade, a power couple in the entertainment and sports industries, have ventured into the world of baby care with the launch of their brand, PROUDLY. The brand was co-founded by the couple on April 12, 2022, and is specifically designed to cater to the unique needs of melanated skin. Recognizing the lack of affordable and safe products for babies with melanated skin, Union and Wade sought to create high-quality, affordable products that address this gap in the market.
PROUDLY is not only a Black-owned brand but also boasts a team that is 90% women and 95% people of color, with most being parents and grandparents themselves. This diverse team reflects the communities they serve and showcases the brand’s commitment to doing business differently.
The brand has partnered with Target, making its products widely available to more communities, parents, and caretakers. The full line of PROUDLY products, each priced at less than $20, can be found at Target stores nationwide and online at Target.com. The partnership with Target aligns with the brand’s mission to embrace and celebrate babies of color and their diverse village of caretakers and loved ones.
PROUDLY‘s baby care products are co-designed with dermatologist Dr. Naana Boakye, who has thoughtfully studied and selected gentle, cleaner ingredients to address the unique needs of melanated babies. These babies are more prone to skin concerns such as general dryness, eczema, cradle cap, and acne. The product offerings include toiletries, diapers, and wipes, all formulated with plant-based, moisturizing ingredients to nourish melanated skin.
Some of the available products include Soft & Absorbent Diaper Boxes, Gentle Touch Baby Wipes, Nourishing Oil, All Over Balm, and Gentle Baby Wash. These products aim to provide targeted moisture for stubborn dry spots, irritated skin, and overall nourishment for melanated skin.
With the launch of PROUDLY, Gabrielle Union and Dwyane Wade are not only addressing a gap in the baby care market but also showcasing the importance of diversity and representation in the industry. Their mission to embrace and celebrate babies of color and their caretakers is now coming to life through their innovative and accessible products.
Jeanel has 15 years of retail, marketing and brand management experience. She has started an ecommerce business in 2019, after working in corporate retail and real estate as a senior managing director and former consultant. She's traveled all over the world, speaks at world renowned trade shows and events, holds a Bachelor’s of Commerce (B.Comm) and a Certificate in Commercial Real Estate. You can connect with her on Linkedin.