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 Pamela Cholankeril President

    Pamela Cholankeril

    President

  • picture of LAUREN GOODWIN eCommerce & Digital Marketing Director

    LAUREN GOODWIN

    eCommerce & Digital Marketing Director

  • picture of Jennifer Betkolia Brand Marketing Director

    Jennifer Betkolia

    Brand Marketing Director

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

    Peter Kpere-Daibo

    Sr. Manager Product Development

  • picture of IMELDA LOPEZ DIGITAL MARKETING ASSOCIATE

    IMELDA LOPEZ

    DIGITAL MARKETING ASSOCIATE

  • picture of DEJAH BRAGGS SOCIAL MEDIA ASSOCIATE

    DEJAH BRAGGS

    SOCIAL MEDIA ASSOCIATE

  • picture of PAISLEY SIMMONS CONTENT & COPYWRITING ASSOCIATE

    PAISLEY SIMMONS

    CONTENT & COPYWRITING ASSOCIATE

  • picture of Martin Ekechukwu Chief Strategy Officer

    Martin Ekechukwu

    Chief Strategy Officer

  • picture of Avantha Arachchi Chief People Officer

    Avantha Arachchi

    Chief People Officer

  • 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 Shena Clarke VP Creative Director

    Shena Clarke

    VP Creative Director

  • picture of Michael Evins Senior Designer

    Michael Evins

    Senior Designer

  • picture of Eliana Alcantar Culture & Recruiting Manager

    Eliana Alcantar

    Culture & Recruiting Manager

  • picture of Ellen Lee Senior Creative Services Manager

    Ellen Lee

    Senior Creative Services Manager

  • picture of Ari Bloom Board Member

    Ari Bloom

    Board Member