Savannah James, the entrepreneur and wife of NBA superstar LeBron James, has proudly announced the launch of Reframe, a luxurious and clinical skin care brand tailored for a diverse audience.

A Passion for Beauty

“To be honest with you, I’ve been into beauty for as long as I can remember,” Savannah shares. As a 38-year-old powerhouse in the beauty industry, she has taken her long-standing passion and transformed it into a product line that emphasizes accessibility and education.

Innovative Product Line

The Reframe collection features three key products: the Pigment Processor, a $115 daily brightening serum; the Compression Complex, a $95 daily moisturizer; and the Circadian Cream, a $135 night cream. Each product is designed to cater to a range of skin types and tones.

Clinical Development for All Skin Tones

Over two years of development and clinical testing in collaboration with Howard University’s College of Dermatology has ensured that the line is inclusive, featuring a diverse group of 50 individuals aged 18 to 65. “It’s for all skin across the Fitzpatrick Scale,” says James, highlighting her commitment to embracing diversity.

Stylish and Functional Packaging

The packaging of Reframe products stands out with its vibrant colors and modern design. “Coming from using things that come from dermatologists and aestheticians, it’s not sexy, it’s not fun,” James remarks, drawing inspiration from art, music, culture, and fashion. The bottles and jars are strikingly orange, purple, and green.

Target Audience and Brand Vision

Reframe officially launched on reframebeauty.com, aiming to connect with a Millennial and Gen Z audience who are informed and passionate about skin care. “They’re interested in skin care. They are knowledgeable about skin care. They know what they like,” James explains, emphasizing the brand’s commitment to education and clinical integrity.

Looking Ahead: Strategic Growth Plans

While Reframe is currently pursuing direct-to-consumer sales, James indicates plans for future retail partnerships. “We’re keeping that slow and steady pace to think about where we want to show up,” she notes, highlighting the importance of strategic collaborations in the brand’s growth journey.