Gabrielle Union and Dwyane Wade deliver Proudly baby care

Proud parents Gabrielle Union and Dwyane Wade just made another addition to their growing family of projects and products. On Tuesday, the couple debuted .

Their newest venture, which launched via Proudly’s website on Tuesday, dropped via a modest launch. As WWD reports: “Proudly products available are the Gentle Body Wash in lavender chamomile, the Hydrating Baby Lotion in lavender chamomile, Nourishing Oil, All Over Balm and Gentle Touch Baby Wipes.”

While Union and Wade are Proudly’s founders, they recruited former Estée lauder exec Pam Cholankeril as the line’s president. “Our mission is to elevate and celebrate children of color of all shades and to support diverse families with a baby care line that is made specially for them,” Cholankeril told WWD. “We have intentionally built our team to best serve our community; we are truly made for us, by us.”

Maiysha Kai is Lifestyle Editor of theGrio, covering all things Black and beautiful. Her work is informed by two decades’ experience in fashion and entertainment, a love of great books and aesthetics, and the indomitable brilliance of Black culture. She is also a Grammy-nominated singer-songwriter and editor of the YA anthology Body (Words of Change series).

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