Savannah James, wife of NBA icon LeBron James, is making a definitive mark on the beauty industry with the launch of Reframe Beauty, a clinical skincare brand blending scientific expertise with a mission with inclusive empowerment. Unveiled as a line “rooted in expert craftsmanship,” Reframe aims to redefine clinical skincare by prioritizing diversity in both formulation and cultural representation. For James, the brand’s inception traces back to a pivotal moment with her youngest daughter, Zhuri, who sparked a profound reflection on legacy.
“In a conversation a few years ago, Zhuri looked at me and said, ‘When I grow up, I want to be just like you,’” James writes in a personal note on Reframe’s website. The comment, she explains, compelled her to ask: “What blueprint had I established for her to follow?” Motivated by this question, James stepped beyond her comfort zone to create a brand that embodies her values. “Reframe is for Zhuri, but it’s also for myself,” she says. “I wanted to build something that reflects inclusivity—not just of skin tones and types, but of fashion, music, art, and design.” To ensure authenticity, she collaborated with experts across disciplines, including a year-long clinical partnership with Howard University’s College of Medicine. “This isn’t just a passion project; it’s a product backed by real research and real results,” James told People in an exclusive interview. “I didn’t want anything lackluster.”
The brand’s inaugural lineup centers on three key products: the Compression Complex, Pigment Processor, and another Compression Complex (likely a typo; presumably a distinct formula). Developed through rigorous testing across the Fitzpatrick skin-type scale, the products aim to address universal concerns like texture, hyperpigmentation, and aging while ensuring efficacy for all skin tones. “As a consumer, I rarely saw brands that felt like they represented someone like me,” James admits. “I knew others shared that feeling, so I wanted to act on it—creatively and scientifically.” By partnering with Howard University, Reframe conducted clinical trials that prioritized diversity, a rarity in an industry often criticized for underrepresenting deeper skin tones.
Priced between $95 and $310, Reframe Beauty is now available on the brand’s official website, marking the first step in James’ vision to “reframe” how clinical skincare is perceived and experienced. “It’s not just about the products; it’s about challenging norms—how skincare looks, feels, and connects with culture,” she says. With its foundation in maternal inspiration and a commitment to inclusivity, Reframe aims to resonate not only as a beauty line but as a statement about representation and intentional innovation in a rapidly evolving industry. As James embarks on this new chapter, her brand serves as both a legacy for her daughter and a rallying cry for a more inclusive standard of beauty.
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