Savannah James, LeBron James’ wife, has launched a skincare brand, Reframe Beauty. James recruited beauty industry veteran Nick Axelrod-Welk to co-create the products.

Reframe debuts today with three products:

• Compression Complex, a Facial Sculpting Day Cream, in an army green jar
• Pigment Processor, a Daily Brightening Serum, in an orange dropper bottle
• Circadian Cream, an Overnight Collagen Seal, in a purple jar

Reframe Beauty’s colorful look, in line with skincare packaging trends, features stylish colors that look modern. The bottles and jars are double-walled designs.

Reframe Beauty gets its name from the brand’s mission to “reframe its approach to clinical skincare.” The website states, “Reframe represents a new way, a new vision for skincare: uncomplicated, universally effective, and upheld by rigorous research and exacting standards of craftsmanship.”

In developing its formulas, Reframe commissioned a first-of-its-kind clinical study Howard University College of Medicine. “Skincare formulated for everyone must also be studied on all skin tones,” the brand explains.

This partnership with Howard University’s College of Dermatology is redefining slinical standards by using the Fitzpatrick Scale to ensure true inclusivity. “The line delivers results across skin tones and types because the formulas are grounded in rigorous testing, not tropes,” a press statement says.

Collaborating with Nick Axelrod-Welk

James tells Cosmopolitan that she recruited Axelrod-Welk when developing Reframe Beauty for his expertise, vision, and “edge.” James says he has been amazing to work with because he’s honest. “This is gonna work, this isn’t right, he’ll say, and I appreciate that.” 

Nick Axelrod-Welk co-founded “Into The Gloss” a decade ago, and moved on to creating brands, including co-founding Nécessaire skincare. He left his role as chief creative officer of Nécessaire in 2020, but remained an advisor. Next, He collaborated with Courtney Cox to launch her home brand, Home Court.

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