Mom-Approved: What PROUDLY Gets Right About Baby Skin Care for Black Babies
During the pandemic, it seems as though celebrities have been busy pumping out beauty brands just as fast as Americans have been baking bread. BTW: I’m glad that trend is over… or is it? Social media posts promoting the latest creations from A-listers can be a bit overwhelming and may even drive people to mute the topic or get into heated debates. However, I was all eyes and ears when I learned that Gabrielle Union and Dwayne Wade founded a new baby care line called PROUDLY just for melanated babies AND co-designed it with a Black woman dermatologist, Dr. Naana Boakye, MD MPH.
The faces fronting and behind the brand is what really makes PROUDLY stand out to me. In formulating and marketing a baby skin care line made for Black and Brown people, I believe it is imperative that you have those very same people with varying experiences, skills and perspectives on your team. Why? Because as I’ve said, for far too long beauty companies talk at us instead of with us and end up dropping the ball when it comes to creating products with purpose.
Here’s what PROUDLY gets right for me and my child:
The affordable price point. PROUDLY’s 5-piece launch collection includes: baby wash, oil, baby lotion, balm and baby wipes. The bundle will cost you just under $40, but individually, these products all have price tags under $12. And I like that you get a lot of product for very little compared to other baby skin care brands on the shelves at your local drugstore or big box store. I went HAM with the Gentle Baby Wash during bath time, when really a little goes a long way. But I just love the nice, soothing and non-stripping lather it creates. The Gentle Baby Wipes boast a 56 count and they’re pretty durable, too. I use these for quick clean-ups after eating meals (my son’s hands are always strawberry-stained!) or mini refreshes throughout the day. My one, small grievance is that pretty much all baby wipes packaging has that adhesive top that loses its “stickiness” sooner rather than later. I need some brilliant mind to find a solution STAT!
The gentle ingredients. I zoomed in on the labels as soon as I got these products in my hand. There are plenty of skin-good ingredients such as aloe, jojoba oil, lavender, chamomile, calendula flower and, of course, shea butter. There’s much more, but you get a sense of the curation of anti-inflammatory, hydrating, antioxidant goodness you’ll find in PROUDLY products. My toddler has experienced occasional bouts of eczema and I have to be really meticulous about the cleansers that I use on his skin. Going back to the Gentle Baby Wash — this stuff is amazing! It gets his body really clean, really soft and leaves him really smooth. The first time we actually used it, he had a minor skin irritation but this wash cleared that up immediately. I’d have to also say that as a shea butter-loving family, I was prepared to use the traditional stuff going into summer to address his roughed-up knees. But the All Over Balm is literally the BOMB, and our saving grace. The combination of mango butter, jojoba oil and calendula flower makes for a skin savior that deeply nourishes and leaves behind a long-lasting glow, especially when combined with the Nourishing Oil (which is my son’s favorite).
The beautiful and earth-friendly packaging. As I was unboxing PROUDLY, I couldn’t help but notice a safari-theme. Elephants, giraffes, flamingo and lions stand out against a soothing sunset-like backdrop. The watercolor pack of animals are an elevated version of the typical fanfare you’d see on products for children. And I really do appreciate the intention behind using post-consumer recycled containers and sustainably-sourced materials to hold all of the baby skin care goodness.
The powerful community-building. While PROUDLY’s social media accounts and website are beautifully designed, it’s the enlightenment, empowerment, and education for me! There are Instagram posts that provide a deeper look into the science behind the formulas, including video content with a Black woman dermatologist and pediatrician who both explain what makes melanin so unique. This is vital, as I recall during my pregnancy going through skincare changes and not having access to medical experts who looked like me and was experienced in treating darker skin tones. I also really enjoy the #FamilyFriday campaigns that celebrate the brand’s village of families and caretakers. Yes, to seeing more Black and Brown mothers, fathers, babies, and loved ones!
