Savannah James, wife of NBA superstar LeBron James, is stepping into the beauty industry with her new brand, Reframe Beauty. Partnering with beauty expert Nick Axelrod-Welk—co-founder of Nécessaire and Into the Gloss—she’s launching a high-end skincare line designed to be inclusive, clinically tested, and effective for all skin types.
The brand debuts with three key products:
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Circadian Cream (overnight collagen seal)
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Pigment Processor (daily brightening serum)
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Compression Complex (facial sculpting cream)
Priced between 95and135, the products are available now on Reframe Beauty’s website, with the full collection retailing for $310. All formulas are cruelty-free, vegan, and fragrance-free.
Science & Inclusivity at the Core
Reframe Beauty has partnered with Howard University’s Department of Dermatology for clinical testing, ensuring efficacy across all skin tones (Fitzpatrick Scale). In a statement, Savannah shared her mission:
“I set out to create a skincare brand that was inclusive—not just of skin tones and types, but of all aspects of culture: fashion, music, art, design.”
She also revealed the personal inspiration behind the launch—her daughter, Zhuri, once told her she wanted to be “just like” her mom. That moment pushed Savannah to build a brand that sets a strong example.
A Celebrity Beauty Boom
Savannah isn’t the only James family member in the beauty biz—LeBron launched his male grooming line, The Shop, last year. She’s now joining a wave of celebrity-backed beauty brands, including:
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Rihanna’s Fenty Beauty
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Selena Gomez’s Rare Beauty
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Hailey Bieber’s Rhode
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Paris Hilton’s Parivie
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Blake Lively’s Blake Brown
With Godmode (teased by Chloë Grace Moretz and Rina Sawayama) also on the way, the celeb beauty trend shows no signs of slowing down.
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