Gabrielle Union and Dwyane Wade’s daughter Kaavia is the gift that keeps on giving. She has become an internet sensation over the years due to her facial expressions, which garnered her the nickname “shady baby” and now she’s on her way to changing the baby care market for the better. The award-winning actress and her NBA champion beau teamed up with dermatologist Dr. Naana Boakye to launch their highly-anticipated baby care line PROUDLY. The line is catered to babies with darker skin tones, which historically hasn’t been the case in the niche industry.
“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,” the couple said in a statement. “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.”
In an interview with Scary Mommy, the L.A.’s Finest star revealed that they have been working on the line since Kaavia was a few months after a diaper rash experience.
“We started when Kaav was only a few months old and PROUDLY is just now coming to fruition,” she said. “We took our time to build the company, not just the products, but the company in a FUBU style. Our company, our board, our investor deck actually look like our consumers, full of people of color, full of parents of color, because we wanted something different for our own kids. And it really addresses the unique skincare needs of melanated children.”
PROUDLY is a plant-based line and its containers are made of recycled materials. The line includes products such as a balm, baby wipes, hydrating lotion, oils, and a gentle baby wash. And yes, Kaavia uses the products.
“She is our guinea pig," Gabrielle toldPEOPLE. "Testing out the sprays, like the lavender room spray, she was like, ‘Oh, this is nice.’ She is all about her nighttime routine that we have set from when she was firstborn. [...] She knows she wants her oils. She knows she wants her hair products. She has a routine that she does not like to deviate from. She was loving all of the products and the smells."
Get it Kaavia!
PROUDLY comes on the heels of Kaavia’s clothing collection Janie and Jack.
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