The carefully organized bathroom in their home that Savannah shares with husband LeBron James, has products from her own skincare brand ‘Reframe’. While the brand will launch on May 15, Mrs. James has already been using the products since they’ve been in development. Sure, they don’t cover all her needs, but she has some products that she swears by: A pigmentation-targeting serum, a facial sculpting moisturizer, and an occlusive night cream. They come in funky packaging. Think poppy orange, periwinkle, and sage colored bottles!

The brand is clinically backed and incorporates foreign innovations; It shows Savannah has been doing extensive research along with her expert team members, who have made her dreams come true. As a part of this research, she took a skin analysis test in December 2024 to understand her skin’s age. Savannah James is 38, but the test concluded her ‘skin age’ was merely 29! So if anyone’s yearning for youthful skin like hers, her skincare brand might be the answer. In fact, she has positioned the brand for adults who want high-performance products without fuss. “Consumers now are really smart, and they want to be educated on the things they’re using ingredient-wise,” she told Allure in an interview a day ago.

Savannah herself likes no-fuss products, and that was partially the idea behind her brand. However, she is also transparent. She loves her esthetician and visits her once a month for HydraFacial. She also regularly does lymphatic drainage massages and facial massages, but her biggest beauty secret? Sunscreen! Clearly, Savannah loves to take care of herself, and her brand intends to do the same for its consumers. But let us warn you: Incorporating new innovations and technology in skincare doesn’t come cheap! The brand’s promise of “Uncomplicated. Universally effective. Upheld by rigorous research” comes with a big price tag, and beauty consumers understood this as the website went live, as announced by Savannah.

‘The Foundation – Our Full Collection’? That includes three full-sized products, and together, that’ll be $310, please (though, hey, it’s “down” from $345). If you’re looking at individual products, your bank account won’t get much of a breather. The “Pigment Processor – Daily Brightening Serum” sits at $115, the “Compression Complex – Facial Sculpting Cream” is $95, and the “Circadian Cream – Overnight Collagen Seal” will set you back a cool $135. Make no mistake, these are luxury prices, putting Reframe Beauty squarely in the high-end, treat-yourself (if you can) category.

And that’s where the “Clinical Skincare for the Real World” part of their tagline starts to feel a little… off. While the science and quality might help people with their skin, those prices immediately slam the door on a huge chunk of America. We’re talking about over 122 million people in middle and low-income households. But hey, it is a luxury brand, so the prices are bound to be high. Teased on social media and supported by King James himself, the brand is backed by serious research with Howard University’s Department of Dermatology, aiming to work for all skin tones.

However, the prices seem to be on par with brands like Estee Lauder. For instance, their Revitalizing Supreme+ Night Power Bounce Creme Moisturizer is available for $108 (after discount), and Estée Lauder x Ladurée The Lifting + Firming Routine Revitalizing Supreme+ Skincare Set is also available for the same price after discount. Then, there is Drunk Elephant. Its R&R (Relax + Refill)™ Protini Edition ($129 value) is for $88 after discount.

Savannah James is creating an empire!

So, while Reframe Beauty’s price point might make a lot of us wince, it’s just one chapter in the much bigger story Savannah James is writing. This isn’t just about face cream; it’s about an empire. And Savannah’s building hers with a style that’s all her own–smart, authentic, and with a quiet power that’s seriously impressive.

Take her podcast with her best friend, April McDaniel, Everybody’s Crazy, for example. That thing blew up, not because of some crazy marketing blitz, but because it was real. They just talked—about motherhood, friendships, the messy parts of life—and people connected with it, big time. So big, in fact, they landed a major deal with Dear Media earlier this year. That’s not luck; that’s understanding what people actually want to hear.

And then there’s “Let It Break,” her wellness community with McDaniel and Porsha Ellis, which is all about women growing and connecting. See a pattern here? It’s all about genuine connection. And all this? It’s happening while the James family is hitting some major milestones.

Sure, the Lakers had an early summer, but LeBron James got to share an NBA court with Bronny—how incredible is that? And now Bryce is off to ball at the University of Arizona, a move Savannah was clearly thrilled about. Word is, a big wish for Savannah is seeing LeBron play long enough to team up with both their sons in the league. Talk about a family legacy! It shows where her heart is, balancing these huge business moves with what truly matters at home.

It’s not like this has all been easy, though. Think about it: For over twenty years, Savannah’s been the rock supporting one of the biggest sports careers in history. That means a lot of personal sacrifices. Christmases often revolve around NBA schedules (LeBron’s played more Christmas Day games than anyone).

And as LeBron himself has joked, his super-strict 9 PM bedtime during the season sometimes gets a playful side-eye from Savannah. It’s a life that demanded constant adjustment and unwavering support, and you’ve got to believe that journey has shaped the focused, driven woman she is today. So now, it feels like Savannah’s really running her own show, calling her own shots. And she’s doing it with that same authenticity and a smart, long-term vision. What do you think?