Savannah James Expands Her Entrepreneurial Empire With A Skincare Line That Aims To Reframe How Clinical Skincare Is Viewed
Savannah James — podcast host, entrepreneur, and mother of three with husband LeBron James — is expanding her growing portfolio with Reframe, a skincare brand backed by two years of research and proven results.
Released on May 15, 2025, Reframe enters the beauty space with three core products: the Pigment Processor, a daily brightening serum priced at $115; Compression Complex, a facial sculpting moisturizer for $95; and Circadian Cream, which is an overnight collagen moisturizer that costs $135.
In an exclusive interview with PEOPLE Magazine, James shared that her passion for skincare dates back to at least middle school, when she would watch her mother apply Noxzema to her flawless skin.
Reframe was born from a desire to shift how clinical skincare is seen, experienced, and presented.
“I really love clinical skincare. But it’s not always cute, and it’s not always really innovative,” James told PEOPLE. “So I think that for us, we wanted to reframe what clinical skin care looks like for the real world. I think the consumer now is really smart and knowledgeable on all of the things and ingredients and the way that they want their skin to behave. So I think that was the white space for me. Also, with the packaging and how it looks, I think we all want something that’s beautiful and that we want to look at every day. Something that’s fun and new. This is where we landed.”
James partnered with leading experts to bring her vision to life and ensure Reframe met the highest standards — for both herself and other consumers. Taking an innovative, outside-the-box approach, James and her team formed a groundbreaking partnership with Howard University’s College of Dermatology.
They conducted testing across the Fitzpatrick Scale, a dermatological classification that measures human skin tones, to ensure the products are effective and inclusive for all skin types and shades.
While James admits she’s still learning all there is to know about skincare, she’s clear on what makes Reframe’s three debut products stand out. The brightening serum targets inflamed pigment at the source, whether on melanated or fair skin tones. The day cream offers an “instant snatch,” delivering hydration while protecting against free radical damage. Her night cream, packed with “technology and next-gen ingredients,” puts skin to sleep and helps it rebuild and regenerate.
For James, being in the beauty industry is prioritizing self-care, which, for her, means finding a healthy balance of work, play, and rest.
“One of the things that I love to say is that I can’t work from a glass that’s half empty,” James said, according to PEOPLE. “I have to refuel myself, whatever that looks like, whether it’s driving in my car or going in my bathroom and chilling out for a second, listening to a playlist. Things as simple as that help me to exhale.”
James’ entrepreneurial journey began during her husband’s time with the Miami Heat. In 2013, she opened The Juice Spot, a local cafe and juicery, which operated for nearly two years, as AFROTECH™ previously told you.
During a cover story interview for The Cut in 2023, she shared that she’s invested in several businesses, including her LeBron James’ tequila company, Lobos 1707 Tequila, a Web3 startup called Lockerverse, and a natural deodorant company named NEZ.
In 2017, she established Women of Our Future, a mentorship program that provides counseling and academic support to young women in Akron, OH, AFROTECH™ also noted.
Looking ahead, James is already thinking about expanding Reframe. While launching with three products is just the beginning, she says, “the sky is the limit.”
“I’ve really, really invested a lot of time and research into making sure that these are products that can compete with any clinical skin care or luxury skincare brand that exists on the market, because it’s something that I would love to go into a store and find or see online and use myself,” James told PEOPLE.
