Gabrielle Union and Dwyane Wade were shocked by the lack of skincare products for babies of color after welcoming their daughter Kavia—and they decided to do something about it. The power couple launched their baby care brand Proudly and recently dropped a line of haircare products inspired by their baby girl.
Union and Wade’s daughter Kavia was born in November 2018 via surrogate, and her birth made them realize how difficult it is to find suitable skincare and haircare products for your baby as a parent of color. They decided to launch a skincare line Proudly, in an attempt to encourage Kavia and other Black and Brown babies to embrace the beauty, power, wisdom, and magic of their skin.
Proudly’s offer initially included skincare products, but they’ve been tirelessly working on a haircare line after realizing how tough it is to handle Kavia’s hair.
“I actually tried to do my kids’ hair thinking that it would be. I thought, I grew up with siblings. I got this; I know what I’m doing. Turns out I didn’t. But that’s the coolest part of this process; now I know my daughter’s curl types and the right things to put in her hair,” Wade told Oprah Daily.
Proudly’s haircare line includes a shampoo, two conditioners, and a detangler with gentle formulas, based on glycerin, rosemary extract, and marshmallow root, meant to moisturize and soften textured baby hair.