01.27.23
ClearForMe, the first and only centralized ingredient platform best known for its work in the beauty and skincare industry, is continuing to reach its mission of providing ingredient education for all by expanding into baby care.
Proudly, the functional baby care company that is made especially for all shades of melanated skin, is the first brand to lead this important initiative to provide ingredient
transparency to families.
Launched in April 2022 and cofounded by Gabrielle Union and Dwayne Wade, Proudly creates baby care products with gentle, cleaner, plant-based ingredients studied and selected by a Black dermatologist to power formulas that work to hydrate melanated skin. Sold at Target nationwide and its e-commerce site, Proudly is known for creating high-quality, thoughtfully formulated, baby skincare products and is also an educational resource for families, caretakers and communities of color. Now, with its partnership with ClearForMe, Proudly is able to further embrace its mission of prioritizing education by working together with ClearForMe to provide ingredient education to Proudly customers.
“As a mom of two young boys, I can tell you that the journey to understand what I am putting on my children has been challenging,” said Proudly President Pamela Cholankeril. “Parents like me seek clarity and transparency from the products they are using on their babies. We will scan ingredient listings and barcodes using third-party applications or navigate social media to understand what each ingredient does. Partnering with ClearForMe allows Proudly to take our efforts in ingredient transparency one step further in a way that makes access easy for our consumers because it is right on Proudly.com. We're proud of the research and care that has gone into our product formulations and want to make it easier for parents to understand each ingredient and what it's used for — this should really be the standard in the baby industry.”
ClearForMe is powering Proudly’s e-commerce site, www.proudly.com, of functional baby care products, by providing fact-based, easy to understand, ingredient definitions and formula lists across its signature line of wipes, shampoos, lotions, diaper creams and balms.
‘Clickable Ingredients’
Since its inception in 2017, ClearForMe has been a trusted partner of the Ulta Conscious Beauty program and has been known to work with today’s most powerful beauty brands including Versed, Elf, Rhode by Hailey Bieber, Dieux, Farmacy Beauty, First Aid Beauty, MDSolarSciences, Mario Badescu and more. ClearForMe is taking its innovation to new heights by further empowering new parents and their households with its ingredient technology, allowing customers to unlock access to full ingredient lists and functions for an educational shopping experience on Proudly’s e-commerce site. By utilizing clickable ingredients powered by ClearForMe, families obtain access to enhanced product descriptions that provide clear, straightforward definitions and functions of each ingredient. Parents can click on signature items such as Its Calming Spray ($5.99), Nourishing Oil ($11.99), All Over Balm ($6.99), Hydrating Baby Lotion ($8.99), Gentle Touch Baby Wipes ($2.99), Gentle Baby Wash ($8.99), select ‘ingredients’, choose ‘see full ingredient list’ and tap on any ingredient in the popup list to discover products that match their families’ needs.
For ClearForMe founder Sabrina Noorani, her own health journey was the impetus that started the platform.
“Navigating the beauty and skincare aisle was difficult enough. Then when I became a mom, the increased pressure in understanding my choices and ingredients in baby care products became an even more daunting process,” said Noorani. “I love how Proudly is taking the baby care space to the next level, connecting with underserved communities, bringing attention to melanated skin care needs, providing education and putting choice back into the hands of families and caregivers. I couldn’t have thought of a better partner to launch this new category with.”
Noorani and Dr. Naana Boakye will host an Instagram live to discuss the partnership today at noon. Listen in by following @theproudlyco and @clearfor_me.