Savannah James, entrepreneur, philanthropist, and wife of NBA superstar LeBron James, has stepped into the beauty world with the launch of her new skincare brand, Reframe—a line deeply inspired by the bond she shares with her daughter, Zhuri.
Known for her quiet elegance and influence, Savannah is now using her voice to make a mark in clean beauty, with a focus on authenticity, confidence, and self-care.
The inspiration behind Reframe came from intimate, everyday moments between Savannah and Zhuri. “Watching my daughter grow up in a world where beauty standards are constantly shifting made me realize the importance of helping her build a strong foundation of self-love and self-awareness,” Savannah shared in the brand’s announcement. “Reframe is about rewriting the narrative we tell ourselves about our skin, our beauty, and our worth.”
Designed to meet the skincare needs of melanin-rich skin, Reframe features products formulated with gentle yet effective ingredients—free of harsh chemicals, parabens, and artificial fragrances. The brand champions skin health over trends, with a minimalistic lineup that focuses on hydration, balance, and glow.
The launch collection includes a nourishing cleanser, a lightweight serum, and a barrier-repair moisturizer—each designed to support skin through various stages of life, from adolescence to adulthood. Packaging is sleek, neutral, and modern, reflecting the clean beauty ethos at the brand’s core.
But Reframe is more than just a skincare brand—it’s a message. Savannah’s vision is rooted in reframing how Black women and girls see themselves, starting with daily rituals that encourage care, confidence, and self-recognition. It’s a sentiment that resonates in a beauty industry that’s only recently begun to prioritize inclusivity and representation.
While Savannah has long been admired for her presence and poise, Reframe reveals a more personal side of her legacy—one built on family, intention, and empowerment.
With Reframe, Savannah James joins the growing list of Black women reshaping the beauty landscape—not just with products, but with purpose. And for those seeking a brand with heart, heritage, and honesty, Reframe is more than skin deep.
