Gabrielle Union and Dwayne Wade launch natural baby care brand

In Los Angeles, actress Gabrielle Union and NBA star Dwayne Wade have launched PROUDLY, a baby care brand with a focus on natural ingredients for melanated skin. 

The power couple tapped dermatologist Dr. Naana Boakye to help develop products with “thoughtfully studied and… plant-based” ingredients that take into account the unique needs of melanated babies, whose skin is more prone to dryness, eczema, cradle cap, and acne.

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 was inspired by our daughter, Kaavia, and millions of other babies of color,” Union and Wade say in a press statement. “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.”

The inaugural launch includes body wash, hydrating baby lotion, nourishing oil, all-over balm, and baby wipes.