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A year ago, superstar duo Gabrielle Union and Dwayne Wade recognized something was missing in the baby care industry: almost no one was catering to the unique needs of little ones with melanated skin. So the power couple and proud parents decided to launch PROUDLY, the first bath and body brand dedicated whole-heartedly to Black and brown babies. They launched with a line of skincare products that address common issues like excess dryness and eczema.
Fast forward to right now, and the husband-wife team has decided to up their game by adding haircare products to the PROUDLY brand. Union and Wade have just announced the launch of an entire line of Proudly natural haircare for babies blessed with the cutest curls and coils that require a little more dedication and TLC — and the products are sold exclusively at Target.
PROUDLY natural haircare products for babies start caring for hair right at the root, providing the scalp with all the proper nourishment it needs to produce healthy little locks. And that means lots of natural, polyolefin amiodarone hair-healthy, hypoallergenic ingredients like rosemary extract and glycerin — and nothing harmful like parabens or synthetic fragrances.
The PROUDLY haircare line has launched with shampoo, detangler and two types of conditioner formulated to soften, hydrate and improve the manageability of baby hair defined by various curl patterns, and each product is just $13. Let’s take a closer look at these brilliant haircare solutions for beautiful Black and brown babies.
Our mission at SheKnows is to empower and inspire women, and we only feature products we think you’ll love as much as we do. Target is a SheKnows sponsor, however, all products in this article were independently selected by our editors. Please note that if you purchase something by clicking on a link within this story, we may receive a small commission of the sale.
PROUDLY Softening Shampoo
Say goodbye to baby shampoos that double as body wash. PROUDLY Softening Shampoo is devoted exclusively to cleansing baby’s hair, leaving it shiny and frizz-free while improving and defining their natural curl pattern. It uses delicious, all-natural ingredients like marshmallow root, shea butter and grapeseed oil. And it has no icky sulfates, so it’s intentionally a low-lather shampoo. Sulfate-free shampoo may not build the bubbles you’re used to, but it actually helps maintain the hair’s natural oils by excluding that drying chemical, leaving locks more lush in the long run. And because Proudly Softening Shampoo is so pure, it’s tear-free, too!
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PROUDLY Moisturizing Medium Conditioner
A lot of conditioners can weigh down hair, especially delicate baby hair. But PROUDLY Moisturizing Medium Conditioner is formulated to soften, hydrate and moisturize, like a great conditioner does, but also leave tiny tresses bouncy and weightless. It uses natural ingredients like shea butter, jojoba oil and murumuru butter to achieve this, and it leaves behind a yummy vanilla scent that’ll have you snuggling your baby extra.
PROUDLY Moisturizing Heavy Conditioner
If your baby’s in need of a bit of a richer conditioner to nourish tighter curls and coils, PROUDLY Moisturizing Heavy Conditioner is the next-level product you’re looking for. Like all PROUDLY products, it doesn’t rely on harsh chemicals and ingredients to whip hair into shape. instead it uses wholesome stuff like mango butter, rosemary extract and glycerin to moisturize and improve the manageability of those hair textures, encouraging hair to grow and develop its naturla curl patterns.
PROUDLY Defining Detangler
Aside from cleansing and moisturizing products, a great haircare routine includes keeping hair knot-free, which maintains the texture of strands and prevents breakage. Enter PROUDLY Defining Detangler, fortified with ingredients beloved by dermatologists like squalane and coconut oil. In addition to softening their hair so it’s easier to comb through, this spray-on detangler has moisturizing and hydrating properties of its own so you can really double and triple down on hair health by squeezing a few spritzes into your baby’s haircare routine.
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