Savannah James Taps Howard University For New Skincare Line Reframe Beauty

Forbes

01-07-2025

Reframe Beauty
In the skincare world, it often feels like we're constantly bombarded with new launches and celebrity-backed products. From the Kardashians to Hailey Bieber and Lori Harvey, the list of familiar names dominating the skincare and wellness industry seems endless. But when Savannah James announced the release of her new line, Reframe Beauty, something stood out. It wasn't so much that Savannah had years of experience or a long-standing reputation in skincare—after all, the James name is more synonymous with basketball than beauty—but rather, it was that her skin was just that good.
But, everyone's mostly aware, that many celebrities get five-figure treatments and then launch skincare lines, slapping their names on them. However, when the products from James' line first surfaced on Instagram, there was something different. The packaging was fun, glossy, and on-trend, and the message behind the brand was solid, backed by clinical research in partnership with Howard University, home to the number one HBCU dermatology school. But it wasn't just the aesthetics or the research that made the brand stand out; it was the story behind her "why."
In a Zoom interview, Savannah shares, 'My daughter, Zhuri.' She pauses, then continues, 'When she said to me she wanted to be like me, that was the catalyst. In an Instagram caption, she writes" What blueprint had i established for her to follow?" Over Zoom, she continues, "That moment made me shift from being just a day-to-day mom, a supportive wife, and someone who was just going through the motions, to thinking outside the box. It was like, 'What's next?''
She says, 'I had to ask myself, where are my passions? What brings me joy? Because I think that's really important. I wanted to do something that wasn't draining, something that would excite me and keep me motivated.'
Immediately, her thoughts turned to the beauty space. For Savannah, it wasn't a stretch, she'd always been interested in skincare and makeup. In fact, she jokes that she's the type of person who can do her makeup, wash it off, and do it all over again. "I've spent years obsessed with finding products that truly worked. I'd stalk the aisles of Sephora, always in search of formulas that delivered real results but also felt luxurious and reflected who I am." She continues, "Time and again, I came up short. I didn't see myself represented in the brands on the shelves- not in the science, the imagery, or the intention."
But James already felt the invisible criticism early on, another celebrity with another makeup or skincare line. "I remember having a conversation with my team very early on,' Savannah recalls. 'I get it, this is a highly saturated market I'm stepping into. But we were intentional about how we wanted to differentiate our brand from everything that already exists." For her, it came down to the "clinical trials and studies we backed our products with, as well as the unique formulations, textures, and colors. Every detail mattered.'
reframe beauty
When it came time to find researchers, Savannah James was focused on a central question: why isn't darker melanated skin studied as extensively in clinical skincare research? Her answer led her to Howard University, a choice rooted in an existing relationship and a shared mission.
The clinical study brought together 45 participants, ages 26 to 63, representing a range of skin types across the Fitzpatrick Scale. Over eight weeks, the team conducted a rigorous process that included in-depth vetting, comprehensive formula reviews, and meticulous evaluation of the study's design and methodology.
'We knew clinical integrity had to be at the heart of Reframe,' James explains. 'If we were going to make claims, they needed to be backed by real data on real people with real skin diversity.' Partnering with Howard felt natural. 'The Howard University College of Medicine's dermatology department is one of the most respected in the country, especially in research on skin of color. Their participation gave us not just scientific rigor, but cultural alignment. Our values matched.'
The process, which she described as 'hard,' isn't something most beauty brands undertake. 'Hyperpigmentation and other skin concerns show up very differently depending on your melanin levels,' she says. 'There's a gap that's long existed in clinical research, and I wanted Reframe to help close it.'
Courtesy of Reframe Beauty
Reframe Beauty's debut line introduces three core products designed to work in harmony. First, the Pigment Processor Daily Brightening Serum ($115) targets dark spots and uneven skin tone with ingredients like kojic acid, known for its fast-acting brightening properties, but noticeable does make skin more sensitive to the sun. Then there's the standout Compression Complex Facial Sculpting Cream ($95), which feels like silk on the skin and delivers an all-day glow. When layered with the pigment processor, it forms a second-skin barrier that locks in moisture. Rounding out the trio is the Circadian Cream Overnight Collagen Seal ($135), a rich overnight mask that doesn't fully absorb—by design—so skin wakes up still visibly moisturized and refreshed. Interestingly, this 3-product collection doesn't include a traditional face wash, something James did intentionally.
'As a consumer, I just use what feels right for me,' she explains. 'I wanted to launch with these three products first because I didn't want anyone to feel overwhelmed. You know, like, 'I have to use six or eight products, or a full regimen, and learn about this brand all at once.''
For Savannah, the focus is on addressing common skincare concerns: things like dark spots, pigmentation, and inflammation. "A lot of people struggle with uneven skin tone or inflamed pigment, and we're all trying to age backwards at this point," she adds. 'So, hydration is key, too. Keeping your skin hydrated and making that a priority is just as important.' In an 8-week clinical study, participants used either Reframe Pigment Processor or Reframe Circadian Cream on one side of their face. The results were promising: at the 8-week mark, 80% of participants saw improvement in skin hydration with Circadian Cream, 70% experienced a reduction in wrinkles with the same cream, and 50% saw improvement in discoloration with Pigment Processor.
The products themselves —a pigment processor, a daily cream, and an overnight cream—aren't groundbreaking in concept. But Savannah James approached formulation with a fresh lens, focusing on standout ingredients like spirulina maxima extract, which helps protect against blue light damage; Konjac Filling Spheres for an instant glow; and Peach Gum, known for its wrinkle-preventing properties.
Courtesy of Reframe Beauty
'For those findings, I definitely had to lean on my Howard team,' she says. 'We went back and forth with different formulations alongside our chemist, and we also drew a lot of inspiration from our innovation trips to Korea. It was all about figuring out what worked in synergy, what we wanted out of each product, and how we wanted it to perform.'
After all the research, testing, and flights back and forth between Korea and Howard University, the most gratifying takeaway for Savannah James was simple: 'Skin is skin.' Whether it's melanated or not, she emphasized the importance of using the full Fitzpatrick Scale and contributing meaningful data to the broader skincare canon. 'It was super important for us—when we were running these trials—to make sure we were testing across the full Fitzpatrick Scale to truly validate our findings and our beliefs,' she says.
Her biggest cheerleaders throughout the process? Her family. Between her husband, LeBron James, and their three children, 'they were all pretty much in love with the Circadian Cream,' she shares. In the early stages, their feedback stood out: 'They'd wake up feeling like they didn't have to do anything to their face. They could just go about their day still glowing and feeling refreshed.'