September 5th 2023.
Gabrielle Union and Dwyane Wade have created a baby care brand that caters to the needs of Black and Brown children. PROUDLY Baby Care, which launched exclusively in Target stores in 2022, is the dynamic duo's response to the lack of products specifically made for their daughter Kaavia James. The line includes the mango butter and jojoba oil All Over Balm at $6.99, and a lavender and chamomile Calming Spray at $5.99.
The pair recently spoke to BLACK ENTERPRISE and shared their inspiration and vision for PROUDLY Baby Care. They explained that Kaavia's own hair care needs inspired them to create a line that is both safe and effective for children with tighter curl textures. They are looking to make parents of color feel like their needs are being met in the aisle and hope to inspire other baby brands to prioritize the needs of Black and Brown children.
When asked about the possibility of entering other specialized markets, Dwyane Wade said that they are focused on the baby space for now as no other brand is doing what they are. He also shared how Kaavia has been included in the product testing process and is seeing her face on the PROUDLY store endcaps.
The couple agrees that their target market will respond with the same passion and enthusiasm for the brand. They are confident that the community needs and wants this line of products to be available to them.
Gabrielle Union and Dwyane Wade are determined to provide quality skin and hair care products at affordable prices for Black and Brown children. Their passion and vision for PROUDLY Baby Care will help to make parents of color feel seen and heard in the aisle, and inspire other baby brands to prioritize the needs of these children.
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