Gabrielle Union-Wade and Dwyane Wade know firsthand how difficult it was to find the right skincare products for their now 3-year-old daughter, Kaavia. So they launched a baby skincare line.

The couple launched 'PROUDLY,' a new baby care brand for babies with melanated skin. They hope it addresses the skincare disparities that Black and brown families face. Its mission is anchored in a belief the needs of littles of color are better met when every step of the process considers their unique skincare needs and communities.

Union-Wade shared the news on Instagram with a lovely photo of her family. 

The PROUDLY line has various essential baby skin-care products for every stage of the skincare process. There are five products: a hydrating baby lotion made with jojoba oil and shea butter, an all-over balm with mango butter and jojoba oil, a gentle baby wash with aloe and jojoba oil, nourishing oil, a mix of jojoba and rosehip oils and squalane, and finally, hypoallergenic water-based gentle touch baby wipes made with shea butter and aloe vera.

Families may purchase the line on Proudly.com. A single item starts at $7 and a bundle is $35.99.