August 17th 2023.
PROUDLY, the baby care line created for the needs of melanin-rich skin tones co-founded by Gabrielle Union and Dwyane Wade, is making history. The brand has been awarded the EWG VERIFIED® mark from the Environmental Working Group for all their skin care formulas and baby wipes. This mark indicates that the products meet the strictest health standards, containing none of EWG’s chemicals of concern and providing full ingredient transparency.
Gabrielle Union, co-founder of PROUDLY, expressed her excitement for the brand’s achievement. “Many decades-old, leading baby care brands that have been marketed to Black and Brown families are often made with lower quality ingredients and are not always transparent with what’s in the bottle. With PROUDLY, we are proud to have created a brand that is both affordable and meets the highest level of health standards set by EWG.”
In addition to being affordable, PROUDLY is the first product line made specifically for melanated baby skin to receive the EWG verification. Dwyane Wade, co-founder of PROUDLY, further highlighted the importance of this achievement. “Black and Brown children deserve to have their needs centered—and the numbers show that significant health disparities exist as seen in the prevalence of various skin conditions and the lack of healthcare access. Together PROUDLY and EWG look forward to longer-term opportunities in research to expand our knowledge of the needs of darker, sensitive skin and how to formulate clean, affordable products that are functional for these needs.”
The Environmental Working Group is a nonprofit organization that helps consumers make informed choices about their health, the environment, and product purchases. EWG VERIFIED is considered the gold standard in the health and wellness space. The mark symbolizes that a product has gone above and beyond to disclose all ingredients, including those used in fragrance mixtures, in product formulations to the manufacturing process in order to earn the seal of approval.
Ken Cook, president and co-founder of the Environmental Working Group, praised PROUDLY for their innovative approach. “PROUDLY represents a first-of-its-kind brand that is authentically focused on an underserved consumer. Their product development approach, led by their chemist, dermatologist, and pediatrician is admirable. With PROUDLY, we look forward to future research to help define what is both the highest health standard and functional for the darkest skin tones, which have unique needs. We’re proud to have PROUDLY as an EWG VERIFIED partner and look forward to future collaboration.”
This incredible milestone is a testament to the hard work of the PROUDLY team and their commitment to creating baby care products that are safe, effective, and accessible for all. By receiving the EWG VERIFIED mark, PROUDLY has set a new standard for baby care products and has opened a new world of possibilities for melanated skin.
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