The Wades are getting to the bag!
According to ESSENCE, the brand is a first-of-its-kind sustainable baby care brand created with melanin babies in mind!
“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,” said the couple in a joint statement. “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 comes on the heels of the children’s book, “Shady Baby” which was inspired by their daughter Kaavia.
Keeping the babies in mind Proudly is on a mission to cater to the needs of children with rich skin tones rather than the one-size-fits-all model that is made only with their white counterparts in mind. Plus, the Wades also believe success is possible when there’s a focus on “diversity, equality, inclusion and other ethical practices with good business.”
The skincare brand will reportedly partner with businesses that look to make a positive change especially when it comes to the diversity of their recruitment efforts and the way in which they treat their employees.
Leading the charge alongside Pamela Cholankeril — who will serve as the president of Proudly — and dermatologist, Naana Boakye, M.D. — who helped to create the ingredients for the line — the Wades are playing no games when it comes to claiming their stake in this space.
“It is imperative that skincare brands take into account the structural and functional differences in melanated skin prior to formulating skincare products,” Boakye said in a statement. “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.”
Consumers can expect to find Proudly through its website at the end of 2021 and on retail shelves soon after.