Gabrielle Union and Dwyane Wade to Launch New Skincare Line ‘Proudly’ for Melanated Skin Tones

Actress Gabrielle Union and her husband Dwyane Wade recently announced “Proudly,” the couple’s new baby care line of skincare and diaper products formulated specifically for melanated skin tones.

Union took to Instagram with her husband on June 22 to announce “Proudly.” She wrote that the new company “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.”

Wade also shared an Instagram post with a caption stating, “Excited to announce @theproudlyco… the first truly diverse, representative baby products company founded by #TheWades 🖤🖤🖤 … Excited to share this clean, sustainable baby care brand made specifically for babies and children of color.”

Union and Wade will make a huge impact in children’s skincare by being more inclusive than many brands, which tend to overlook the needs of Black and Brown kids.

The couple, who have been married since 2014, shared a statement saying, “We’re so excited to officially announce our new baby company, Proudly. As we continue to work on new endeavors together, our goal is to always center our work around being the change we want to see while championing diversity, equity, and inclusion. With Proudly, we’re proud to have a range of products that caters to the unique skincare needs of children of color that are so often overlooked in the mass market.”

“Proudly” president Pamela Cholankeril and dermatologist Naana Boakye, M.D., who helped formulate the products’ ingredients, will lead the company.

“It is imperative that skincare brands take into account the structural and functional differences in melanated skin prior to formulating skincare products. If not, the ingredients in the products can cause skin irritation, hyperpigmentation, or possibly exacerbate an existing condition. In formulating each and every Proudly product, we have taken into account each ingredient that would help maintain the wellness and health of the skin barrier,” Boakye said in a statement.

Fans showed their excitement and support for the historic company on Twitter.

Omg yes!!! Imma get some for my goddaughter!

— Kalen Allen (@TheKalenAllen) June 22, 2021

My sis is 🤰🏾. I’m putting her on RIGHT now. Can’t wait to support y’all!!

— Mikki Royal (@SHE_LOVES27) June 22, 2021

“Proudly” is expected at the end of 2021. Check out their website for more details, and be sure to follow the company on Instagram for updates.