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.

green mountain background image green mountain background image mountain lion background image A mother and small child
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Gab Union and Dwyane Wade at home with their daughter Kavia

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.

Father kissing a baby

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.

Gab Union and Dwyane Wade in their kitchen

We are PROUDLY diversely-founded, owned, and operated.

Parents with their melanated children

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

blue bird butterfly Proudly product range

Our Values

PROUDLY TEAM

PROUD to be diversely run

  • picture of GABRIELLE UNION-WADE CO-FOUNDER

    GABRIELLE UNION-WADE

    CO-FOUNDER

  • picture of DWYANE WADE CO-FOUNDER

    DWYANE WADE

    CO-FOUNDER

  • picture of Pamela Cholankeril President Hover picture of Pamela Cholankeril President

    Pamela Cholankeril

    President

  • picture of Jennifer Betkolia Brand Marketing Director Hover picture of Jennifer Betkolia Brand Marketing Director

    Jennifer Betkolia

    Brand Marketing Director

  • picture of Peter Kpere-Daibo Sr. Manager Product Development Hover picture of Peter Kpere-Daibo Sr. Manager Product Development

    Peter Kpere-Daibo

    Sr. Manager Product Development

  • picture of IMELDA LOPEZ DIGITAL MARKETING ASSOCIATE Hover picture of IMELDA LOPEZ DIGITAL MARKETING ASSOCIATE

    IMELDA LOPEZ

    DIGITAL MARKETING ASSOCIATE

  • picture of DEJAH BRAGGS SOCIAL MEDIA ASSOCIATE Hover picture of DEJAH BRAGGS SOCIAL MEDIA ASSOCIATE

    DEJAH BRAGGS

    SOCIAL MEDIA ASSOCIATE

  • picture of PAISLEY SIMMONS CONTENT & COPYWRITING ASSOCIATE Hover picture of PAISLEY SIMMONS CONTENT & COPYWRITING ASSOCIATE

    PAISLEY SIMMONS

    CONTENT & COPYWRITING ASSOCIATE

  • picture of DR. NAANA BOAKYE, MD, MPH Dermatology Director

    DR. NAANA BOAKYE, MD, MPH

    Dermatology Director

  • picture of Dr. Heather McGowan, MD Advising Pediatrician

    Dr. Heather McGowan, MD

    Advising Pediatrician

  • picture of Ari Bloom Board Member

    Ari Bloom

    Board Member