Savannah James, entrepreneur and wife of NBA superstar LeBron James, has joined the expanding world of celebrity beauty with the launch of Reframe, a new clinical skincare brand designed with inclusivity at its core.
Reframe debuted Thursday with a trio of high-end products:
- Compression Complex Facial Sculpting Day Cream ($95)
- Pigment Processor Daily Brightening Serum ($115)
- Circadian Cream Overnight Collagen Seal ($135)
What sets Reframe apart is its scientific approach. The brand partnered with Howard University College of Medicine for a year-long clinical study to ensure the products are safe and effective for all skin tones. The testing included participants from across the Fitzpatrick Scale, a dermatological classification system that ranges from Type I (lightest) to Type VI (deepest skin tones).
“Howard was one of the first calls we made when we started to build Reframe,” James told Fashionista. “We wanted our claims to be backed by real data and vetted by a top-tier academic institution.”
Although the study is ongoing, early results are promising. The full findings will be released next year.
James, who has long had a passion for skincare, said she created Reframe after failing to find products that combined clinical-grade results with luxurious appeal. “We’re raising the bar in terms of how skin care is developed, tested, and who it serves,” she explained.
To bring Reframe to life, James enlisted Nick Axelrod, a seasoned beauty executive known for his work with brands like Glossier, Nécessaire, and Homecourt.
“At Reframe, we’re not just making products that say they’re inclusive — we’re backing it up with real clinical data,” James emphasized. “That’s what truly separates us. We’re reframing not just beauty, but how brands can show up in culture.”
With its sleek branding, science-driven development, and focus on diversity, Reframe aims to make luxury skincare more representative — and more effective — for all.
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