Savannah James has officially entered the beauty industry with her new luxury skincare brand, Reframe. The sophisticated three-product line launched on May 15, focusing on clinical effectiveness while appealing to skincare-savvy consumers. LeBron James’ wife developed the products over two years with inclusivity at the forefront, ensuring they work for all skin tones.
Luxury Clinical Skincare Backed by Expert Research and Development
Reframe presents three carefully formulated products targeting different skincare needs. The line includes the Pigment Processor, a daily brightening serum priced at $115; Compression Complex, a daily moisturizer at $95; and Circadian Cream, a night cream available for $135.
What sets Reframe apart is its thorough clinical testing. James partnered with Howard University’s College of Dermatology to ensure effectiveness across all skin types. Their tests included 50 different subjects with various skin tones between 18 and 65 years old. “It’s for all skin across the Fitzpatrick Scale. I am a Black founder, but I thought about all people when I created this brand,” James explained.
Savannah James Brings Personal Passion to Premium Beauty Market
The 38-year-old entrepreneur revealed her longtime interest in skincare influenced the creation of Reframe. “To be honest with you, I’ve been into beauty for as long as I can remember,” she told WWD in a recent interview.
Her vision extends beyond simply creating products. “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,” James shared. This approach reflects her desire to make clinical skincare both accessible and appealing to consumers.
Millennial-Focused Brand Strategy with Educational Emphasis
James has positioned Reframe specifically for millennials and older consumers who understand skincare. These customers know what they want and appreciate products with solid clinical foundations.
Working alongside Reframe President Samantha Bort and Nick Axelrod of Necessaire, James told WWD: “They’re [millennials] interested in skincare. They are knowledgeable about skincare. They know what they like. 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.”
Stylish Packaging Meets Effective Formulations
James took special care with Reframe’s visual identity, creating packaging that stands out from typical clinical skincare products. “Coming from using things that come from dermatologists and aestheticians, it’s not sexy, it’s not fun,” she noted.
The brand draws inspiration from diverse cultural elements. “We got a lot of inspiration from art, from music, from culture, from fashion,” James explained. This approach transforms effective clinical formulations into products consumers will proudly display on their shelves.
Strategic Launch Plan Prioritizes Quality Over Quick Expansion
Currently, Reframe operates as a direct-to-consumer brand through its website. James plans a measured approach to retail partnerships rather than rushing into widespread distribution.
“[We’ll 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,” James told WWD. This careful strategy aligns with Reframe’s premium positioning and focus on building a loyal customer base.
