July 8, 2025
Savannah James opens up about the intention she put into developing Reframe Beauty.
Savannah James is fully aware of how crowded the celebrity beauty space has become, but she’s opening up about the “clinical integrity” she and Howard University have put into Reframe Beauty, which stands apart from the rest.
In developing Reframe, James set out to answer a key question: why isn’t darker melanated skin more deeply studied in clinical skincare research? Her search brought her to Howard University, the top HBCU for dermatology, where experts conducted an in-depth clinical study on 45 participants, ages 26 to 63, representing a wide range of skin tones across the Fitzpatrick Scale.
“We knew clinical integrity had to be at the heart of Reframe,” James told Forbes. “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 [University] felt natural. “The Howard University College of Medicine’s Dermatology Department is one of the most respected in the country, especially in research on the skin of color. Their participation gave us not just scientific rigor but cultural alignment. Our values matched.”
Building on the thoughtful research, James was also intentional about launching Reframe with just three core products, designed to work seamlessly together. The lineup begins with the Pigment Processor Daily Brightening Serum ($115), a dual-action “smart serum” suitable for both day and night use, which targets uneven skin tone and texture. Next is the standout Compression Complex Facial Sculpting Cream ($95), a daytime moisturizer that delivers instant firming effects while hydrating, boosting oxygen levels, and protecting against environmental stressors like blue light. Completing the trio is the Circadian Cream Overnight Collagen Seal ($135), a rich, “memory foam” moisturizer that supports collagen production and works with the skin’s natural overnight repair cycle to firm, hydrate, and strengthen the skin barrier.
As for why there’s no cleanser or toner, James wanted to avoid overwhelming customers from the start.
“As a consumer, I just use what feels right for me,” she explained. “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.’”
The most heartfelt intention behind the mother of three’s beauty line was to create it with her daughter, Zhuri, in mind, a sentiment she shared when announcing Reframe in May.
“A few years back, my daughter Zhuri looked at me 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?” she wrote in an Instagram caption.
“So 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. I surrounded myself with experts in every field and let my curiosity guide me.”
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