Gabrielle Union and Dwyane Wade have been the forefront of the topic of black trans children in recent years supporting their daughter Zaya and now they’re expanding into helping all black kids. Their latest effort is a skincare line for black children called Proudly.
In a joint statement, the couple said, “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. With Proudly, we’re proud to have a range of products that caters to the unique skin care needs of children of color that are so often overlooked in the mass market.”
Proudly’s President Pamela Cholankeril added, “Effectively, 50.2 percent of kids born after 2013 have one non-white parent. There are so many people in this category of children that have melanated skin with unique properties. It’s interesting we call it a white space when it’s in support of such a big population.”
Produce information will also be available for parents according to Cholankeril. “We’re using this as a platform to educate people, one about the specialness of the skin, but for parents to really understand the different types of ingredients that can be beneficial for these types of skin.”
The skincare line, which will also sell diapers will be released as d-to-c (direct to consumer) this year before expanding in 2022. Initial Capital and Forerunner Ventures are funding the company, according to Women’s Wear Daily.
Union announced the line on Instagram Tuesday writing, “Today @dwyanewade and I are announcing our newest baby: PROUDLY. @theproudlyco is an everyday baby care line created specifically for melanated skin tones. We are truly diverse and representative and couldn’t be prouder about it. #proudly“
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As there are differences in skin care needs for blacks, this is a good thing to see Union and Wade addressing. The only thing we don’t want to see is this be another opportunity to attack their child or their parenting. Zaya appears to be happy and doesn’t need to get dragged every time her parents’ names are mentioned.