About Us
PROUDLY™ uplifts, inspires, and empowers communities of color by celebrating melanated skin. Welcome to a world made for us, by us and a home for you.
Welcome to our family
From the moment our daughter Kaavia entered this world, we knew we’d teach her to embrace her skin—its beauty, power, wisdom, and magic. And that means caring for it with love. Inspired by our littlest love—and millions of other babies of color—we set out to build PROUDLY: Baby care for melanated skin, created for us and by us.
PROUDLY products are co-designed by a Dermatologist of Color, who studied and selected ingredients to nourish melanated skin. We’re proud to be a truly diverse team of doers, dreamers, change-makers and caretakers, each committed to reimagining today and transforming tomorrow.
Welcome to our family. We’re so happy you’ve found a home here.
With love,
The Wades
Our Mission
PROUDLY™ creates cleaner, functional baby care products specifically formulated to nourish all shades of melanated skin.
We are PROUDLY building a trusted, credible source of baby care information for families of color. We look forward to sharing our future charitable giving plan.
We are PROUDLY diversely-founded, owned, and operated.
We are PROUDLY celebrating the extra-specialness of all shades of melanated skin and of diverse families of color.
Our promise
We’ve PROUDLY™ MADE a line of products just for melanated babies because they deserve Extra-Special Stuff for Extra-Special Skin™
Our Values
Made for us
Our products are thoughtfully made for babies of color to meet the specific needs of melanated skin.
Learn more about babies
Made by us
Dermatologist of color-developed for our littlest loves. We are proud to be diversely-founded, owned, and operated.
Learn more about how we made it
Love our earth
Thoughtfully made with earth-friendly ingredients and sustainable packaging, because our children will inherit our planet.
Learn about how we love our earth more
