Savannah James Launches Reframe, a Clinical, Luxury Skin Care Brand

Savannah James introduces Reframe, a luxury and clinical skin care brand.

“To be honest with you, I’ve been into beauty for as long as I can remember,” said James, the 38-year-old wife of NBA star LeBron James.

“I really wanted to figure out what I could do to bring a product forward that was for the people in a way that was digestible, educational and also cool,” she went on.

Savannah James unveils the Pigment Processor, a $115 daily brightening serum; Compression Complex, a $95 daily moisturizer, and Circadian Cream, a $135 night cream.  

Developed over two years, the three-product line underwent clinical testing in collaboration with Howard University’s College of Dermatology to be inclusive of all skin tones — 50 subjects between 18 and 65 years old.

“It’s for all skin across the Fitzpatrick Scale,” James said. “I am a Black founder, but I thought about all people when I created this brand.”

The packaging is eye-catching, sleek and colorful. “Coming from using things that come from dermatologists and aestheticians, it’s not sexy, it’s not fun….We got a lot of inspiration from art, from music, from culture, from fashion,” she said of the bottle and jars — orange, purple and green in hue.

Launched Thursday on reframebeauty.com, with Reframe president Samantha Bort and the help of Nick Axelrod of Necessaire, the brand is positioned for Millennials and up.

“They’re interested in skin care. They are knowledgeable about skin care. They know what they like,” James said of potential buyers. “Right now, we’re just thinking a lot about who our person is, and how we speak to them through education and making sure that we are putting the clinical aspect of the brand in the forefront.”

Of retail partnerships, she added: “We’re first direct-to-consumer. We are thinking about retail, but we want to be really strategic about our partners. We have some time. We’re keeping that slow and steady pace to think about where we want to show up.”