Joining the ever-growing ranks of celebrity beauty ventures, Savannah James (wife of LeBron) is stepping into the skin-care world with Reframe, a “clinical” skin-care brand offering dermatologist-tested formulas crafted with all skin tones in mind. With an emphasis on science-backed formulas, Reframe teamed up with Howard University College of Medicine on a year-long clinical study to ensure its luxury skin-care products are safe and effective for all.

“Howard was one of the first calls that we made when we started to build Reframe,” James told Fashionista via email. “We wanted our claims to be backed by real data, and vetted by a top-tier academic institution. The doctors and scientists at Howard have been instrumental in ensuring Reframe is built for everyone.”

On Thursday, Reframe launched its three-product lineup: the Compression Complex Facial Sculpting Day Cream ($95), the Pigment Processor Daily Brightening Serum ($115) and the Circadian Cream Overnight Collagen Seal ($135). For its partnership with Howard University, Reframe submitted its three formulas to undergo testing on people across the entire Fitzpatrick Scale, which is a system for classifying skin’s reaction to UV light into six categories (Type I being the most sensitive to the sun and Type VI being the least sensitive).

Though the Howard University study is ongoing, James noted that “it’s so exciting to see how well our products are working” based on preliminary data. The study’s full findings will be published next year.

With a longtime affinity for all things skin care, James says she had tested many beauty innovations but couldn’t find exactly what she was looking for. When her hunt for products that balanced clinical performance with a “cool and luxurious” brand yielded no results, she set out to fill the gap with Reframe. “We’re raising the bar in terms of how skin care is developed, tested and who it serves,” she shared.

In addition to Reframe’s partnership with Howard University, James tapped beauty-industry veteran Nick Axelrod of Glossier, Nécessaire and Homecourt fame to help build the brand. 

“At Reframe, we’re not just making products that say they’re inclusive — we’re backing it up with real clinical data,” James said. “That’s what truly separates us. We’re reframing not just beauty, but how brands can show up in culture.”

With prices ranging from $95 to $135, Reframe is available to shop now at reframebeauty.com.

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