What Proudly does

Proudly operates a direct-to-consumer baby care brand focused on products formulated for the skin and hair of melanated (Black and Brown) babies. Founded in 2021 by celebrity couple Gabrielle Union and Dwyane Wade through the A-Frame Brands incubator led by Ari Bloom, the company sells through proudly.com and, since May 2025, an exclusive JCPenney retail partnership for its baby apparel collection. The product portfolio is organized into four categories: bath and body (washes, lotions, balms, oils, wipes), hair care (shampoos, conditioners, detanglers segmented by hair type — Type 3 curls and waves, Type 4 coils and curls), diapers and wipes (~35% biodegradable), and apparel.

The core technology is formulation chemistry rather than software. Products combine humectants (oat bran extract, aloe), emollients (jojoba, rosehip, grapeseed, squalane), and occlusives (mango butter, shea butter, candelilla wax) developed alongside board-certified dermatologist Dr. Naana Boakye and pediatrician Dr. Heather McGowan, with chemist Peter Kpere-Daibo leading product development. The portfolio is EWG Verified, Leaping Bunny cruelty-free certified, and clinically tested hypoallergenic, and is differentiated by a "No Sketchy Stuff!™" formulation commitment avoiding parabens, sulfates, PEGs, phthalates, synthetic fragrances, mineral oil, petrolatum, and lanolin. ClearForMe integration provides clickable ingredient definitions sourced from WHO, NIH, FDA, European Commission, and Personal Care Products Council databases.

The business model is a DTC-first premium baby care brand with subscription optionality. Customers purchase individual SKUs priced $5.99–$12.99 or bundled collections priced $22.98–$51.96, with free standard shipping over $50 in the contiguous US. A subscription tier (powered by Appstle) offers 5% savings with delivery cadence configurable every 4–7 weeks. The JCPenney apparel partnership extends into mass-market physical retail, while community impact partnerships with the Miami Diaper Bank and National Diaper Bank Network, plus the Wade Family Foundation, reinforce brand affinity with the primary target segment: families with melanated babies.

Name

Proudly

Legal name

Hotels at Home Worldwide, Inc.

Website

https://proudly.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Proudly is a private, DTC baby care brand founded in 2021 by Gabrielle Union and Dwyane Wade, selling plant-based hair care, skin care, diapers, and apparel formulated for melanated babies via proudly.com and JCPenney.

Ownership category

akta.pro rank

Product category

Baby Care Products

NAICS

Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Baby Skincare (Lotions, Creams, Oils) (CRABAJAB)

akta.pro secondary industries

Baby Bath & Cleansing (CRABAJAA), Baby Haircare (Shampoo, Conditioner, Detanglers) (CRABAJAD), Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC), Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)

Keywords

• Baby skincare products
• Melanated baby care
• Textured hair products
• Baby diapers and wipes
• Natural baby bath

Headquarters

HQ city

Venice

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Marketing or Sales, Supply Chain, Technology or R&D, Operations, Infrastructure

Revenue model

1. Direct E-commerce Product Sales: Proudly generates revenue through direct-to-consumer sales of baby care products via proudly.com. Products include hair care (shampoos, conditioners, detanglers), skin care (washes, lotions, balms, oils), diapers & wipes, and gift bundles. Both one-time purchase and subscription options are available.
2. Subscription Revenue: Customers can subscribe to regular deliveries of products with a 5% discount. Subscriptions offer flexibility with delivery every 4, 5, 6, or 7 weeks. Customers receive email reminders before shipment processing and can modify, pause, or cancel subscriptions anytime.
3. Retail Distribution (JCPenney): Proudly's baby apparel collection is exclusively available through JCPenney physical and online stores, providing additional revenue stream through retail partnership.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels9 records

Core offering

Proudly develops and sells plant-based baby care products—including skin care (lotions, balms, washes, oils), hair care (shampoos, conditioners, detanglers for Type 3 and Type 4 textured hair), diapers, wipes, and gift bundles—specifically formulated for the unique moisture, pH, and dermatological needs of Black and Brown babies. Products are sold direct-to-consumer via proudly.com with subscription options and through exclusive retail partner JCPenney for its apparel collection.

Product overview

PROUDLY is a baby care brand offering a comprehensive portfolio of hair care, skin care, and hygiene products specifically formulated for melanated babies (Black and Brown infants). The product line is organized around three core categories: Bath & Body (including washes, lotions, balms, and oils), Hair Care (including shampoos, conditioners, detanglers organized by hair type - Curls & Waves for Type 3 and Coils & Curls for Type 4), and Diapers & Wipes. The company also offers baby apparel exclusively through JCPenney. Products are sold as individual items, bundled sets (duos and 3-piece/4-piece/6-piece bundles), and via subscription service. Key differentiating products include All Over Balm (multi-use moisturizing balm), Gentle Touch Baby Wipes (EWG Verified), Nourishing Hair & Body Oil, and Gentle Baby Wash. The brand emphasizes plant-based, hypoallergenic formulations developed with dermatologist and pediatrician oversight, targeting the unique skin and hair needs of melanated babies while being suitable for all babies.

Differentiator

Problem solved

Functional benefit

Products and services

• All Over Balm Multi-use moisturizing balm targeting stubborn dry spots and soothing itchy, irritated skin on babies. Plant-based formula with mango butter and premium natural oils. Winner of Parents Best Skin Care for Kids 2023.
• Gentle Touch Baby Wipes Hypoallergenic, fragrance-free baby wipes with aloe vera. Made with 98% water, moisturizing shea butter, and 100% FSC-certified biodegradable viscose fiber. EWG Verified.
• Gentle Baby Wash Low-foaming, non-stripping cleanser with pH-balanced formula using jojoba oil, aloe, and natural lavender chamomile fragrance. Tear-free baby wash designed for melanated skin.
• Nourishing Hair & Body Oil Replenishing hair and body oil for babies and toddlers. Plant-based formula with rosehip oil, sunflower seed oil, squalane, and vitamin E for silky-smooth, non-greasy moisture.
• Defining Detangler & Refresher Gentle detangling spray for babies and toddlers. Instantly softens, hydrates, and detangles all textured hair types with moisture-rich ingredients including jojoba oil and coconut extract.
• Calming Spray Gentle room, linen, and skin spray with coconut water, calendula, and natural lavender chamomile scent to create a calming environment for bedtime or naptime.
• Hydrating Baby Lotion Lightweight, non-greasy baby lotion for deep, lasting moisture. Formulated with shea butter, jojoba oil, sunflower seed oil, and calendula for extra-special melanated skin.
• Ultra-Rich Body Butter Deep moisturizing body butter for lasting hydration. Made with shea butter, jojoba oil, argan oil, rice bran oil, sweet almond oil, and squalane for deep, lasting moisture.
• Softening Shampoo Gentle shampoo for textured baby hair. Non-stripping formula cleans without removing natural moisture, designed for both curls/waves and coils/curls hair types.
• Moisturizing Medium Conditioner Medium-weight conditioner for Type 3 curls and waves. Formulated with shea butter, sweet almond oil, jojoba oil, and murumuru butter for moisture without heaviness.
• Nourishing Heavy Conditioner Deep moisture conditioner for Type 4 coils and curls. Rich formula with shea butter, sweet almond oil, mango butter, and safflower oil for intensive hydration of tight textures.
• Absorbent Diapers Soft and absorbent diapers with sustainable materials. Approximately 35% biodegradable with super absorbent core made from sustainably sourced wood pulp and shea butter.
• Coils & Curls 3-Piece Bundle Type 4 coil and curl hair care bundle including Softening Shampoo, Nourishing Heavy Conditioner, and Defining Detangler. Deep-hydration trio for tight textures with shea, jojoba oil, mango butter, and rosemary extract.
• Moisture Layering Bundle Three-piece moisture layering routine bundle including Hydrating Baby Lotion, All Over Balm, and Nourishing Hair & Body Oil. Baby Innovation Awards 2023 winner.
• PROUDLY Baby Apparel Collection Baby apparel collection featuring high-quality, inclusive designs made with baby-friendly fabrics. Available exclusively at JCPenney for diverse families.

Quantifiable outcome

• 89% agree hair feels healthy after use; 86% agree hair feels more nourished after use; curls are more defined after use (based on consumer user testing with 28 kids with textured hair)
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• JCPenneycoreChannel Partner/ Reseller/ Distributor · 15 May 2025JCPenney is the exclusive retail partner for Proudly's baby apparel collection, co-founded by Gabrielle Union and Dwyane Wade. The collection features high-quality, inclusive designs made with baby-friendly fabrics, offering affordable and stylish options for diverse families. Available both in JCPenney stores and online.
• A-Frame BrandscoreStrategic or Co-development PartnerProudly is built and operated through A-Frame Brands, a brand-building incubator founded by Ari Bloom that develops celebrity-backed consumer brands. A-Frame applies design thinking methodology from tech to consumer products, starting with problem validation through retailer feedback before scaling. The methodology has successfully launched multiple eight-figure celebrity-backed brands into more than 10,000 retail stores. Proudly is co-founded by celebrity power couple Gabrielle Union and Dwyane Wade.
• ClearForMecoreTechnology or IntegrationClearForMe is a woman-of-color-founded organization providing ingredient transparency technology. Proudly is the first baby brand powered by ClearForMe, offering clickable ingredients with real-time definitions from accredited sources (WHO, NIH, European Commission, FDA, Personal Care Products Council). ClearForMe's database contains over 1.8 million ingredients, providing factual ingredient function and safety information.
• Miami Diaper BankcoreStrategic or Co-development PartnerFounded in 2013, Miami Diaper Bank is a 501(C)3 non-profit organization and the first established diaper bank in Miami, FL. Their mission is to collect and distribute diapers and other diaper-related products to low-income families and their children while raising awareness about diaper need in South Florida. Proudly partners with them to donate diapers, wipes, and other baby essentials to underserved communities of color.
• Wade Family FoundationcoreStrategic or Co-development PartnerThe Wade Family Foundation is an activation lab for the family's core values, responding to issues that touch their hearts and minds. Founded by Dwyane Wade and Gabrielle Union, it embodies modern day narratives of love, acceptance, gratitude, loyalty, community, and equity. Proudly's community impact initiatives align with the foundation's focus on equity and community support.
• National Diaper Bank NetworkminorStrategic or Co-development PartnerNational Diaper Bank Network leads national advocacy efforts for diaper security and the removal of the diaper tax. Proudly supports their advocacy efforts and encourages the PROUDLY community to participate in advocacy for increasing funds and access within TANF for baby essentials.

Scale indicators3 records

Recent moves6 records

Emerging players

• SheaMoisture: Black-founded, purpose-led hair and body care brand (now under Unilever) with strong credibility in textured-hair care for kids and adults. Comparable in cultural positioning and ingredient philosophy (shea butter, plant-based) but operates at broader scale.
• Carol's Daughter: Black-founded hair and body care brand (under L'Oréal) with strong heritage in textured-hair care. Comparable cultural credibility and ingredient philosophy, though primarily adult-focused with limited dedicated baby assortment.
• Cantu Baby: Baby-specific line from textured-hair care brand Cantu, offering gentle washes, lotions, and hair products for curly-haired infants and toddlers. Most direct competitor in the textured-baby-hair niche.

Direct peers

• The Honest Company: Celebrity-founded (Jessica Alba) clean baby and personal care brand selling diapers, wipes, skin care, and beauty products via DTC and major retail. Highly comparable to Proudly in category, celebrity-led model, and clean-beauty positioning.
• Kylie Baby: Celebrity-founded (Kylie Jenner) baby care line offering gentle, vegan baby washes, lotions, and bubble baths. Direct competitor for the same millennial/Gen-Z parent demographic and inclusive, sensitive-skin positioning.
• Pipette: Premium clean baby care brand (subsidiary of Amyris) selling baby wash, lotion, and balm through DTC and retail. Comparable in formulation philosophy (plant-based, hypoallergenic) and premium pricing tier.
• Mustela: Established French premium baby skincare brand sold through DTC, mass retail, and dermatology channels. Comparable premium positioning, pediatrician endorsement model, and broad product portfolio across bath, skin, and hair care.

Broad incumbents

• Aveeno Baby: Mass-market baby care line from Johnson & Johnson featuring oat-based formulations across wash, lotion, and eczema products. Competes head-to-head in sensitive-skin baby care with vastly larger distribution and marketing budgets.
• Eucerin Baby: Dermatologist-recommended baby care brand from Beiersdorf focused on sensitive and eczema-prone skin. Comparable clinical/dermatologist credibility and sensitive-skin positioning, particularly relevant for the eczema-prone melanated-skin use case.
• Johnson's Baby: Iconic incumbent baby care brand from Kenvue/Johnson & Johnson with the largest global share in baby wash, lotion, and hair care. The dominant shelf competitor against which all clean/inclusive baby brands must differentiate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/TheProudlyCo
• YouTubeyoutube.com/channel/UCBGtzYatABT1idcMnWMzF_g
• Facebookfacebook.com/theproudlyco
• Instagraminstagram.com/theproudlyco
• Pinterestpinterest.com/theproudlyco
• TikToktiktok.com/@theproudlyco
• LinkedInlinkedin.com/company/theproudlyco

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Proudly