Savannah James, wife of Los Angeles Lakers LeBron James, officially launched her new Reframe Beauty skincare brand, partnering with Howard University’s Department of Dermatology to conduct the first-of-its-kind clinical study spanning the full Fitzpatrick Scale.
Her brand enters the market with three "next-gen" products: Pigment Processor Daily Brightening Serum ($115), Compression Complex Facial Sculpting Cream ($95), and Circadian Cream Overnight Collagen Seal ($135).
This move marks Savannah’s transition from behind-the-scenes skincare enthusiast to founder, emphasizing inclusivity and rigorous research rather than celebrity vanity.
James officially unveiled Reframe Beauty on Instagram on Thursday, with a statement highlighting "uncomplicated, universally effective" skincare underpinned by "rigorous research and exacting standards of craftsmanship".
Lakers forward LeBron James and his wife, Savannah James.
Los Angeles Lakers forward LeBron James and his wife Savannah James.
David Richard-Imagn Images
The news was instantly met with widespread praise.
One user said, "Reframe has me SO Intrigued!!" to which another responded, "The packaging is soo bomb ð ð¦".
Another commenter said, "She's here!" while one other user replied, "As a licensed esthetician, this makes my heart dance!!! Skincare is the best care!!!!! Reframe, show me something! ððððð¥ð¥ð¥"
One other fan commented, "Yaaaasssssssss Reframe!!!!!!" while another commenter just left it at, "Ooooo ✨✨✨".
Meanwhile, her husband, LeBron, continues to build on a Hall of Fame resume.
James will enter his 23rd NBA season in 2025-26 as one of the most decorated players ever: a four‐time NBA champion (2012, 2013, 2016, 2020) and Finals MVP, four‐time league MVP, and a 21‐time All-Star.
He made history in February 2023 by surpassing Kareem Abdul-Jabbar as the NBA’s all-time leading scorer and remains the only player in league history to record at least 40,000 points, 11,000 rebounds, and 11,000 assists.