Dwyane Wade and Gabrielle Union’s Inspiration for PROUDLY Baby Hair Care Line

Published on September 17, 2023

The Birth of PROUDLY Baby Hair Care: A Daddy-Daughter Moment

Gabrielle Union and Dwyane Wade, known for their unwavering commitment to their children, have once again found inspiration within their family circle. A heartfelt daddy-daughter bonding moment between the former NBA star, Dwyane Wade, and their four-year-old daughter, Kaavia James, became the driving force behind their revolutionary baby hair care product line under the PROUDLY brand.

Discover the story behind this innovative venture and how it’s set to make life easier for parents everywhere.

A Dad’s Struggle with Hair Care

“I’m not saying I’m doing Kaav’s hair often — because she doesn’t allow me to — but just as dads, when we get an opportunity to have that moment with our daughter or our son, when it comes to the hair moment, in our community, that hair moment is everything,” Wade tells PEOPLE at the baby hair care launch event.

Wade recalls the challenging moment when he attempted to care for Kaavia’s hair, intending to use water and a comb. However, his efforts resulted in her hair curling up even more, causing discomfort for the little one. This experience left him hesitant to take on the task again, highlighting the need for user-friendly hair care products.

A Need for Melanated Baby Hair Care

Union and Wade, refusing to settle for mediocrity, embarked on a mission to create hair care solutions tailored specifically for melanated babies. They collaborated with experts like dermatologist Dr. Naana Boakye and pediatrician Dr. Heather McGowan to develop a product line that would be both effective and safe.

“[PROUDLY came from] a need, honestly. When Kaavia was born and we started looking, we realized that there were literally no brands in the baby aisle that centered the needs of melanated babies,” Union explains.

Expanding PROUDLY: Hair Care for Melanated Babies

Initially focusing on skincare products, the power couple expanded their PROUDLY brand in 2022 to include a range of hair care essentials. The lineup now includes a detangler, shampoo, two conditioners, and a defining detangler.

Wade emphasizes the importance of simplicity, stating, “It has to be easy. Dumb it down for me… The steps are lined up for us.”

Safe and Clean Ingredients

To ensure the highest quality, PROUDLY products are EWG-approved, free from any questionable ingredients. The couple recognized that many Black and Brown parents often turn to adult hair care products for their kids due to the lack of suitable options for babies. In response, they created products that are tear-free, hypoallergenic, non-stripping, and extra-moisturizing.

These hair care essentials are enriched with natural ingredients like jojoba oil, murumuru butter, marshmallow root, shea, mango butter, and more. These ingredients strengthen, moisturize, and add shine to a baby’s hair, providing the care that melanated babies deserve.

Affordable Accessibility

PROUDLY takes pride in offering high-quality products at an affordable price point. All hair care items are available for just $12, ensuring that parents from all backgrounds can access these much-needed solutions.

In partnership with Target, Union and Wade made it a priority to maintain affordability without compromising on product quality. They understand the importance of their products being accessible within their communities.

Where to Find PROUDLY Baby Hair Care

PROUDLY products are now available at Target and on the company’s website, PROUDLY.com, bringing their dream of accessible and effective baby hair care to life.

Gabrielle Union and Dwyane Wade have once again shown their commitment to making the lives of parents easier and ensuring that all children, especially melanated babies, can enjoy the best care possible.