SKIN CARE FOR DRY, SENSITIVE SKIN

FINALLY! SKIN CARE DESIGNED FOR THE NEEDS OF BLACK & BROWN BABIES.

with moisture-rich goodness to nourish dry, sensitive skin

DISCOVER ROUTINES FOR DELICATE BABY SKIN

CLEANSE

CLEANSE

a gentle, tear-free clean without stripping

DISCOVER CALMING WASH ROUTINE
NOURISH

NOURISH

a moisture ritual to soothe & soften

DISCOVER MOISTURE LAYERING ROUTINE
PROTECT

PROTECT

a nourishing barrier to protect from irritation

DISCOVER BUM CARE ROUTINE

PROUDLY™ MADE

our unique product development approach

  • MADE FOR US, BY US

    designed by a team of Black experts—a chemist, a dermatologist, and a pediatrician

  • NUTRIENT-RICH MOISTURIZERS

    plant-based, nutrient-rich ingredients to help promote a healthy skin barrier

  • NO SKETCHY STUFF!™

    select ingredients that are safe-for-baby AND melanated skin

  • FORMULAS THAT WORK

    gentle concentrations and functional ingredients like surfactants and preservatives

DID YOU KNOW

1.7X

Black babies are 1.7x more likely to suffer from eczema* and are more prone to skin conditions like acne, cradle cap, and intense dryness

86%

of parents of color want products customized for their child's skin**

50.2%

of children under 5 are born to at least 1 parent of color***

*National Eczema Association

**PROUDLY-commissioned focus group of 20 parents of color (2021)

***US Census Bureau (2015)

Before
After

"Honestly, all melanated babies should have this product. My almost 3-year-old has terribly dry skin along with eczema. This product worked on the first try."

- REAL PROUDLY PARENT