Savannah James Launches Her Own Skincare Brand ‘Reframe’
Sure, LeBron James is the first active NBA billionaire in history, but now his wife, Savannah, is out to get her own.
The matriarch of the James gang is launching her own skincare line, Reframe. The collection will be released in May, but James says she’s been working on the products for years because she wants things done right.
“This is my baby. I didn’t want it to be lackluster. I wanted it to be a real product with real research and real results,” she told People. “It needed to be accredited from an educational institution.”
En route to ensuring her name was put on a product she could actually stand behind, her team’s “out-of-the-box” methods led to a partnership with Howard University’s College of Dermatology.
She’s beginning her venture into skincare with three main products: a $115 Pigment Processor, a daily brightening serum, the $95 facial sculpting moisturizer known as a Compression Complex, and an overnight collagen moisturizer dubbed the Circadian Cream, which runs $135.
The serious work may have started two years ago, but James remembers being intrigued with skincare as a kid, reminiscing about strolling through the aisles of her local Sephora. But after being a shopper for so long, she spotted a place in the market that hadn’t been cornered yet.
“I didn’t necessarily see something that reflected me as a consumer. And, I think that with me feeling like that, there were obviously other people who may have felt like that as well,” she said. “So I wanted to put my money where my mouth is and do something outside of the box. And with Reframe, we were across the Fitzpatrick scale with clinical trials and making sure that everyone is reflected.”
James joins LeBron, who stepped into the grooming space in 2024 when launching a seven-piece line, borrowing the name from his Uninterrupted-produced show, The Shop.
