Gabrielle Union and Dwyane Wade have started a new hair care line business.
The couple has launched a new baby hair care line called “Proudly”, which is “a community-forward brand that uplifts melanated babies through self-care products.” They decided to start this brand, inspired by their daughter Kaavia, to help the needs of Black and brown children.
“Kaavia is becoming very independent and wants to do her own wash days, but a lot of hair care products are made for adults,” Gabrielle said. “Those shampoos and conditioners aren’t hypoallergenic or tear-free, so it was important for us to create safe baby hair products.”
She added, “We made a point to become E.W.G verified. This was our way of ensuring our products were safe for newborns to adolescents.” According to reports, the E.W.G. (Environmental Working Group), is a nonprofit with the goal of informing consumers about the ingredients in hair and skin care products.
Gabrielle went on to speak about brands needing to be transparent about their products. “It isn’t easy for Black-owned companies to receive this verification, so we feel grateful to have it. We want to offer our kids the best options available.”
Their line “Proudly” is being sold at Target which includes shampoo, conditioners, and a detangler. Each product will have ingredients that will cater to natural hair.