Gabrielle Union and Dwyane Wade’s baby care line is officially available for parents to get their hands on.

In June 2021, AfroTech previously reported that the power couple had announced Proudly — a first-of-its-kind skin care brand for melanated babies — which was co-designed by dermatologist Dr. Naana Boakye.

The brand has now launched for parents with children of color to have access to affordable baby care products, according to WWD.

“These products are meant to fill a gap for parents of color, like ourselves, by offering them intentionally developed formulas that put our children’s needs at the core,” Gabrielle Union and Dwyane Wade said in a statement, according to WWD. “Our hope is that for the first time ever, parents of children of color don’t need to spend money on products that aren’t effective or worry about what might irritate their children’s skin. We’ve done the work so they don’t have to.”


Proudly’s products are each less than $12 and include the Gentle Body Wash in lavender chamomile, the Hydrating Baby Lotion in lavender chamomile, Nourishing Oil, All Over Balm and Gentle Touch Baby Wipes, the outlet shares.

“It was incredibly important to the whole team that these products would include thoughtfully studied and selected plant-based moisturizing ingredients to take into account the unique needs of melanated babies,” Dr. Boakye said. “As parents of children of color ourselves, we know how difficult it can be to find the right products and everything that went into the development process started with the goal to fulfill that need.”

President of Proudly Pam Cholankeril shares a statement:

“Our mission is to elevate and celebrate children of color of all shades and to support diverse families with a baby care line that is made specially for them. We have intentionally built our team to best serve our community; we are truly made for us, by us. As we expand and release new partnerships and products, they will continue to align with our core mission.”