It’s not often that you get to launch a business with your spouse targeting little Black and brown children, but that’s exactly what Dwyane Wade and Gabrielle Union are doing. The power couple launched their company PROUDLY last year with diaper and skincare products that are EWG-verified, according to a press release shared with Mom.com. Now they are expanding their product line to include hair care, and parents couldn’t be more filled with anticipation and excitement.
The couple recently spoke with Mom.com to discuss their new hair care products and what it’s been like raising confident children all while gearing up for another busy school year. They said the secret to managing it all is simply getting a head start on planning for what’s to come.
“We’re that household that started [planning for back to school] on the last day of school,” Union said. “We don’t like to do anything last-minute.”
Wade chimed in, echoing what his wife said and emphasizing the importance of having a routine for their family.
“Kids need routine — something that they know is consistent,” he said. “We are so über-organized because we have to be because of our lives and our jobs.”
But adjusting to a new school year isn’t the only thing their household is up to. Their PROUDLY hair care products launched in Target stores on Sunday. They said the inspiration behind the new line was their wish to grow with families as they transition through different life stages. They also highlighted the need for a brand tailored to Black and brown babies.
During their conversation with Mom.com, Union also reflected on their daughter Kaavia, who would often reach for her parents’ hair products during wash day but unfortunately wasn’t able to use them because of concerns that they were too harsh and not kid-friendly. Regardless, Wade shared that Kaavia’s wash day is a big deal in their house, admitting that he’s messed up once or twice styling her hair.
But, according to Union, Kaavia is quite selective about who gets to participate in wash day.
As for what parents can expect from the new hair care products, Wade assured everyone that the products will have their signature sweet vanilla scent. The line includes a softening shampoo, moisturizing medium conditioner, a nourishing heavy conditioner, and a defining detangler. All of the products promote a healthy scalp and include nourishing oils like rosemary, grapeseed, and jojoba. Each item is priced at $12.99 and can be found at Target and Target.com.
