Savannah James is the latest famous face to enter the beauty business with the launch of Reframe Beauty.
The wife of basketball player LeBron James has partnered with beauty entrepreneur Nick Axelrod-Welk to produce a luxury skin care line.
Axelrod-Welk co-founded personal care brand Nécessaire and the beauty website Into the Gloss, and worked with Friends actress Courtney Cox on her brand Homecourt.
Reframe Beauty has debuted with three products, but the brand is currently working on more.
Circadian Cream is an overnight collagen seal, Pigment Processor is a daily brightening serum and Compression Complex is a facial sculpting cream.
Circadian Cream and Pigment Processor are undergoing clinical testing in a partnership with Howard University's Department of Dermatology and includes 45 “participants that span the Fitzpatrick Scale to ensure the efficacy of our formulas”.
James “set out to create a skincare brand that was inclusive” she said in a note on the Reframe Beauty website, “not just of skin tones and types – but of all aspects of culture: fashion, music, art, design”, she added.
Discussing the inspiration behind the move into beauty, she said: “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?
“I surrounded myself with experts in every field and let my curiosity guide me.
“The journey of bringing Reframe to life has been exhilarating and overwhelming.
“It's proof that doing things in a new way usually means taking the steeper, longer route.
“But that's exactly why I'm so proud of what we've built: exceptional formulas, expertly crafted, and clinically validated.
“I've used these products exclusively for the last two years, and my skin has never felt or looked better.
“I am thrilled for you to experience Reframe.”
Priced from US$95 to $135 individually, the products are available to buy directly in the US on the Reframe website, and the full collection can be purchased for $310.
All the products are said to be cruelty-free, vegan and fragrance-free.
Revealing the launch on Instagram, the brand said: “Reframe represents a new vision for skin care: uncomplicated, universally effective, and upheld by rigorous research, and exacting standards of craftsmanship.”
“At Reframe, we see beyond the surface.
“By bringing together the best dermatologists, scientists, and passionate industry experts, we've created skincare that enhances your skin's natural process for proven performance.”
LA Lakers basketball star LeBron James last year launched a male grooming range.
The Shop collection includes a shampoo, facial lotion, deep-conditioning beard cream, conditioner, shave cream, face wash, aftershave-toner and a styling pomade.
The trend for celebrity beauty and haircare launches shows no signs of slowing, buoyed by the success of star-backed brands such as Rare Beauty, Rhode and Fenty, founded by Selena Gomez, Hailey Bieber and Rihanna respectively.
Chloë Grace Moretz and singer Rina Sawayama have teased the launch of beauty brand Godmode.
American actress Blake Lively launched her own hair care line Blake Brown last year.
Paris Hilton recently unveiled her new skin care brand Parivie, which includes a cleanser, plumping vitality serum and barrier support cream.