Gabrielle Union and Dwyane Wade at the PROUDLY Hair Care Launch.Photo:Jerritt Clark/Getty
Jerritt Clark/Getty
Not only are the products clean, but they’re easy to use for those parents who, like Wade was at one point, may not be exactly versed in dealing with their kids' sensitive hair.
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“I remember when I was trying to do [Kaavia’s] hair and I was just trying to put water in it and detangle it, right?… I was trying to put water in and comb it out.” But for the little one, the addition of water only made her hair curlier. The more Wade tried to comb, the more it curled up — making the whole experience painful for the tot.
“I don’t even do her hair anymore because of that one moment,” he revealed.
Gabrielle Union and Dwyane Wade with dermatologist, Dr. Naana Boakye.Jerritt Clark/Getty
But never ones to phone it in, Union and Wade went to work and called upon experts like dermatologist Dr. Naana Boakye and pediatrician, Dr. Heather McGowan, who helped inform them on the best way to formulate a product line that would be good and safe for melanated babies.
“The whole concept of the brand is just about us,” theBring It Onactress, 50, continues. “We were like, ‘I think there’s room for us to create literally the products of our dreams. Not just for our child, but all melanated babies.'”
After initiallylaunching PROUDLY with skin care products in 2022, the power couple recently added a softening shampoo, moisturizing medium conditioner, nourishing heavy conditioner and defining detangler to their brand. It’s a series of products Wade proudly stands behind, mostly because it makes the process that much more manageable — especially for the hands-on dads who may not exactly have experience doing hair.
“It has to be easy. Dumb it down for me,” he jokes. “If you look at the lineup, the lineup is easy. It starts with a detangler. Boom. I know what that is. Then from there, I go to the shampoo, then from there, now we got two conditioners.”
“It made it easy, and it’s not too complicated. Obviously, for all of us, but for the moments when dads get to have their moment, I don’t want to be in there, like, ‘Ah, what do I do next?’ The steps are lined up for us.”
Vital to their mission was also making sure that the products were EWG-approved to be made without any “sketchy” ingredients.
Even more impressive is that the products are also affordable — another factor Wade and Union pushed for. All the hair care products are sold for $12.99.
“There’s no point in saying we’ve got the solution, but we’ve priced you all out of it,” says Union. “That’s actually cruel, so we wanted to make sure our products were not only effective, affordable, but accessible.”
Gabrielle Union and Dwyane Wade with their products.Jerritt Clark/Getty
In order to achieve that accessibility, the pair partnered with Target. “[We told our team], ‘Listen, we want these amazing products. We don’t want to cut any corners. We don’t want anything cheap. We don’t want anything sketchy. We want everything clean. And we want to keep it at $12,” Wade reveals.
“Credit to our team for understanding that, understanding how important it is for our community so our products can show up in the communities because it’s not outpriced. That was something that was very important. There’s no reason to build a brand, like [Gabrielle] said, if we can’t find it.”
PROUDLY products are available at Target as well as the company’s website,PROUDLY.com.
source: people.com
