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09/13/2022

Target Expands Baby Care With Proudly Launch

The line from Gabrielle Union and Dwayne Wade features exclusive items designed for babies with melanated skin.
Greg Sleter
Associate Publisher/Executive Editor
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Proudly baby care
The PROUDLY line includes diapers, wipes and creams.

Actress Gabrielle Union and former NBA Star Dwayne Wade are bringing their PROUDLY baby care line to Target through an exclusive partnership with the retailer. 

Designed for babies with melanated skin, the assortment will be available at Target stores nationwide and at Target.com with all items priced less than $20. 

“Inspired by our daughter Kaavia, we set out to create baby care products formulated specially for babies with melanated skin,” Union and Wade said. “Through our partnership with Target, PROUDLY products will now be widely available to more communities, parents and caretakers.”

PROUDLY is expanding its baby care product offerings and availability with an assortment of toiletries, diapers and wipes, all co-designed with dermatologist Dr. Naana Boakye who studied and selected gentle, cleaner ingredients to nourish melanated skin. Dr. Boakye focused on keeping out ingredients that strip melanated skin of its natural moisture or could trigger common skin concerns for sensitive melanated skin like eczema and acne.

Available products include:

  • Soft & Absorbent Diaper Boxes, Sizes newborn - 6 ($19.99)
  • Gentle Touch Baby Wipes, 3 resealable packs, 168-count ($8.99)
  • Soothing Diaper Cream ($8.99)
  • Gentle Baby Wash - Lavender Chamomile ($8.99)
  • Hydrating Baby Lotion - Lavender Chamomile ($8.99)
  • Nourishing Oil ($11.99)
  • All Over Balm ($6.99)
  • Calming Spray - Lavender Chamomile ($5.99)

“At PROUDLY, we are focused on creating high-quality, affordable baby care products specially formulated to meet the needs of babies and children of color who are more prone to skin concerns like general dryness, eczema, cradle cap and acne,” said Pam Cholankeril, president of PROUDLY. “Our children should know they are an inspiration and should feel loved and empowered. We are not just a brand made for us, we are a brand made by people of color.