By: Alyssa Wilson

Actress Gabrielle Union-Wade and her husband, NBA Champion Dwayne Wade, are launching a new baby line specifically for “melanated skin tones.”  

The pair released the following statement: “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. 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.” 

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Today @DwyaneWade and I are announcing our newest baby: PROUDLY. @ProudlyCo 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 https://t.co/QzigDgKLV6 pic.twitter.com/KpR6RKsUYw

— Gabrielle Union (@itsgabrielleu) June 22, 2021

Data from the U.S. Census reveals that over 50% of babies born in the United States since 2015 have one or more parents of color. While the growth rate of people of color in the United States is outpacing the overall population growth, children of color have a higher chance of being born into disadvantaged outcomes.  

With this in mind, the couple wanted to create accessible, healthy baby products specifically formulated to address the needs Black and Brown families have for their children. 

Their hopes to support Black and Brown communities will go beyond just their products. Proudly will focus on diversity and representation by using strategic approaches to remove barriers that typically prevent a diverse and inclusive work culture.  

Truly excited to announce PROUDLY, an everyday baby care line created specifically for our littlest loves with melanated skin tones from the first truly diverse, representative baby products company founded by @itsgabrielleu and @DwyaneWade. #proudly pic.twitter.com/HUmDwlsuB5

— Proudly (@ProudlyCo) June 22, 2021

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Pamela Cholankeril, the former Vice President of Global Omnichannel and Online Strategy at Estée Lauder Companies Inc., will serve as Proudly’s Brand President. “I am so proud to partner with Gabrielle and Dwayne on launching this critically-needed baby brand,” she said. “We are mission-aligned to building a company in a wholly different way — not only focusing on innovating our products to meet customer needs, but also in innovating our business model to be different in culture, hiring, and best practices.”  

Chloankeril reinforced that Proudly will be a game-changer for diversity at all levels, and will inspire its business partners to prioritize diversity and the wellbeing of its employees. “This approach will better serve our customers and communities— and that is the impact we are excited about,” she said. The brand will launch in late 2021 with products sold online before expanding to a rollout in retail stores.