Gabrielle Union, the actress, activist and author, and her husband Dwyane Wade have announced the launch of a sustainable skin care brand called Proudly, created for children with melanin-rich skin.
Said to be a first-of-its-kind brand in catering to the needs of babies with black and brown skins, rather than a ‘one size fits all’ solution, Proudly has been created with the help of Pamela Cholankeril, a former director at Estée Lauder Companies, who is now President of Proudly, and dermatologist Naana Boakye, who helped to formulate products for the brand.
In an Instagram post from her account @gabunion, the Bring it On star said: “Today @dwyanewade and I are announcing our newest baby: PROUDLY. @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.”
Union has been married to former NBA player Wade since 2014 and is stepmother to his three children; the couple welcomed a daughter in 2018 and in 2020 Union released her first children’s book Welcome to the Party, described as a love letter from parents to their little ones.
Her and Wade have since released Shady Baby, a book inspired by their now-toddler aged daughter’s ‘side eye’.
While this is the couple’s first foray into children’s products, Union has experience in the hair care category, having recently relaunched her Flawless brands for textured hair as Flawless by Gabrielle Union in July last year.
