While LeBron James remains one of the most dominant athletes in the NBA, it was his wife, Savannah James, who recently took center stage with a deeply personal message about her new venture.
Having just launched her skincare line, Reframe Beauty, Savannah shared a heartfelt story about what inspired the brand-and it left LeBron with no words.
On Friday, Savannah posted an emotional statement on social media, opening up about her motivations for starting Reframe Beauty, a brand that seeks to blend skincare with broader cultural inclusivity. Her daughter, Zhuri, played a pivotal role in that decision.
“A few years back, my daughter Zhuri looked at me and said that when she grew up, she wanted to be just like me,” Savannah wrote. “That moment made me reflect: what blueprint had I established for her to follow?”
Driven by that reflection, Savannah explained that her bold move into entrepreneurship wasn’t just for Zhuri-it was for herself, too.
“I stepped out of my comfort zone-for Zhuri, but really for myself. I set out to create a skincare brand that was inclusive-not just of skin tones and types-but of all aspects of culture: fashion, music, art, design,” she added.
“I surrounded myself with experts in every field and let my curiosity guide me.”
Reframe Beauty emerges as a deeply personal mission
Savannah described the creation of Reframe Beauty as both exhilarating and overwhelming. She revealed she’s been using the products herself for the last two years and that her skin “has never felt or looked better.”
This new venture is more than just a business-it’s a reflection of Savannah‘s growth, her desire to set a meaningful example for her daughter, and her commitment to cultural representation in beauty.
LeBron, known for his expressive personality, responded in a rare moment of silence. He shared Savannah‘s Instagram post in his Stories without adding a caption, choosing instead to let her powerful words speak for themselves.
The couple’s journey dates back over two decades, having first met in high school before tying the knot in 2013. They now share three children: Bronny (20), Bryce (17), and Zhuri (10).
Savannah‘s leap into the beauty world also mirrors the increasing number of high-profile women in sports and entertainment carving out spaces in wellness and lifestyle industries.
Reframe Beauty enters a competitive skincare landscape, but its foundation is rooted in authenticity, family, and a desire to change the conversation around inclusivity.
While LeBron James continues to inspire on the court, Savannah James is building her own legacy-one rooted in empowerment, representation, and the quiet strength of leading by example.
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