Savannah James is entering a new industry: skincare. Straight off the heels of her voluminous 2025 Met Gala arrival, James announced the launch of her skincare line Reframe Beauty. The news marks the first time the socialite, and wife of legendary basketball player Lebron James, is releasing a brand.
Available now, the Reframe Beauty includes three high-end skincare products. The offerings include a Pigment Processor Daily Brightening Serum, Compression Complex Facial Sculpting Cream, and Circadian Cream Overnight Collagen Seal. Interestingly enough, James relied on the help of dermatologists, clinical studies, and skincare experts to create Reframe.
Developed over two years, the brand is a testament to James’ dedication to creating products that cater to the diverse needs of all skin tones.
What Inspired Savannah James to Launch Reframe?
Savannah James is no stranger to beauty. Whether it’s gracing Paris Fashion Week or capturing eyes at the Met Gala, James puts her all into her beauty. Specifically, the star opened up about what led her to create a skincare line. Essentially, she wanted to create a brand in the beauty and wellness space that was safe, yet effective. Most importantly, James wanted something that her youngest child, daughter Zuri could be proud of.
“A few years back, my daughter Zhuri looked me in the eyes and said that when she grew up, she wanted to be just like me. That moment made me reflect: what blueprint had I established for her to follow?” a statement from James, the founder of Reframe Beauty reads on the official website.
She says the simple exchange pushed her to move.
I” stepped out of my comfort zone—for Zhuri, but really for myself,” James said. “I set out to create a skincare brand that was inclusive—not just of skin tones and types—but of all aspects of culture: fashion, music, art, design.”
What Makes Reframe Beauty Unique?
Part of what sets Reframe Beauty apart from other celebrity-owned brands is its catering to all skin types based on the Fitzpatrick scale. The scale is a phototype classification system that is widely used in dermatology. Basically, the system categorizes skin types based on skin color and sun exposure reaction.
“We’re making sure that the entire Fitzpatrick scale is accounted for, making sure that we are really intentional with our clinical studies, and also just the way that we’re looking at skincare. When you think of clinical, it’s not pretty or fun. But we’re fun and cute. I wanted to reframe the way people look at skincare in that way,” James told Cosmopolitan in May.
Is Reframe Beauty for Black Skin Types?
When it comes to skincare, it’s not one size fits all. People have different skin types, from oily to dry, to how much melanin you possess. Caring for skin of color, specifically Black skin sometimes requires special products to address things like hyperpigmentation. According to a report from JAMA Dermatology, the FST (Fitzpatrick System) wasn’t originally made to address skin of color.
“The FST system originally excluded blacks and those of mixed heritage from classification. The modifications made in 1988 to the FST to include people with skin of color were neither culturally sensitive nor accurate because participants were unable to respond to the question of sunburn and tanning,” the 2013 JAMA Dermatology report reads.
However, when creating Reframe Beauty, James put extra thought into how the brand would work on darker skin tones. This included collaborating with the partnering with Howard University’s Department of Dermatology.
“We sought the rigor of an academic institution to lead our clinical research—this involved a lengthy vetting process, formula reviews, and intense scrutiny of study design and methodologies. Currently underway, our study includes participants with a wide range of skin phototypes, and ages ranging from 26 to 63 years-old,” a statement from Reframe’s official website reads.
Looking Ahead: Expanding the Reframe Vision
James envisions Reframe as more than just a skincare brand. She aims to foster a community centered around self-care, education, and empowerment.
“At Reframe, we’re not just making products that say they’re inclusive — we’re backing it up with real clinical data…That’s what truly separates us. We’re reframing not just beauty, but how brands can show up in culture,” James revealed to Fashionista via email. Reframe is now available for purchase at reframebeauty.com.