Savannah James, wife of NBA superstar LeBron James, has officially launched her own luxury skincare brand called Reframe. The new line focuses on clinical effectiveness and features a set of three products. The brand’s official release date is May 15.
Target Audience: Millennials and Beyond
James explained that Reframe is designed for people who know what they want from their skincare, primarily targeting millennials and older consumers.
In an interview with WWD, James shared, “They (millennials) are interested in skincare. They are knowledgeable about skincare and know what they like. Right now, we are thinking hard about who our target customer is, how we communicate with them through education, and making sure we keep the clinical efficacy of the brand front and center.”
The Products: Brightening, Moisturizing, and Night Care
The Reframe line includes three products:
Pigment Processor: A daily brightening serum priced at $115.
Compression Complex: A daily moisturizer priced at $95.
Circadian Cream: A night cream priced at $135.
A Longtime Passion for Beauty
Savannah James revealed that her interest in beauty started long before launching Reframe.
“To be honest, I’ve been into beauty for as long as I can remember,” said James, who is 38 years old. “I really wanted to figure out what I could do to launch a product that was accessible, educational, and cool.”
Rigorous Testing for All Skin Tones
The development of Reframe took two years and involved extensive product testing. Clinical trials were done in partnership with the Howard University School of Dermatology to ensure the products work for all skin tones.
According to reports, the clinical trials included 50 participants ranging in age from 18 to 65 with diverse skin tones. James emphasized inclusivity, saying, “It works for all skin types on the Fitzpatrick scale. I’m a black founder, but I created this brand with everyone in mind.”
Stylish and Inspired Packaging
James is especially proud of the Reframe packaging, which combines style with eye-catching design.
She noted, “It’s not sexy or fun to use stuff from dermatologists and aestheticians… We get a lot of inspiration from art, music, culture, and fashion.”
Careful Growth and Strategic Partnerships
Currently, Reframe is a direct-to-consumer brand. James said the team will be selective about retail partnerships in the future.
“We’re going to be very strategic about who we choose to partner with. We still have some time. We’re going to keep it slow and steady and think about where we want to be,” she explained.
Savannah James’s Reframe offers a clinically tested, inclusive skincare option with a focus on education and style. With its thoughtful launch and strong vision, the brand aims to stand out in the luxury skincare market.
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