For years, Savannah James was the quiet force behind LeBron’s spotlight, choosing family over fame. While he ruled the NBA, she built a life of love, privacy, and devotion. Cameras weren’t her thing—her kids were. But three years ago, everything shifted when little Zhuri, just seven then, looked up and said, “I want to be like you.” In that moment, Savannah’s quiet world gently opened up, letting us all catch a glimpse of the Queen we never really knew.

That moment led to the creation of Let It Break, a community curated with love for women for personal development. Then came her podcast, Everybody’s Crazy, with best friend April McDaniels. However, another encounter with her little Zhuri unfurled another adventure. As Savannah prepares to launch her beauty brand, Reframe Beauty, she shares a rare and heartfelt moment with her daughter.

Zhuri Nova inspired Savannah James to take her big step into beauty

Cosmopolitan’s Beth Gillette has tested countless celebrity beauty brands and feels exhausted. But Savannah James is not just another star selling serums. With Reframe Beauty set to drop on May 15, Savannah steps into the spotlight with heart, purpose, and three thoughtful products shaped by years of quiet passion. “Did you know your love of beauty would turn into a brand, though?” Beth asked Savannah.

“What really started this journey was my daughter. She told me she wants to be like me. It was so sweet, but so terrifying,” Savannah James shared. “And her reasons were super cute. ‘Mom, you do your makeup so well!’ But that hit me like a ton of bricks, and I really had to reevaluate who I was outside of being a mom and wife.” It truly feels like the time when Zhuri’s words shook the mother-of-three, who then created Let It Break. Moment of epiphany? Surely so.

“I kind of took a step back. I started to go on a personal development journey and realized that I want to make my mark in the beauty space. It’s always been super fascinating. It’s ever-evolving, and I think that I can contribute to the industry,” Savannah James confessed.

So you see, the little 10-year-old and her words for her mother were like a siren of urgency. That caused the existence of two brands, one a community for women and the second a beauty brand for everyone. Reframe seems to be walking on the path of Rihanna’s Fenty Beauty, which promises looks and confidence for everyone. And interestingly, Savannah has joined hands with pioneer Nick Axelrod-Welk for her dream project.

What is Reframe Beauty all about?

Nick Axelrod-Welk and Savannah James teamed up to create Reframe Beauty, launching May 15 with three products designed for every skin tone. They partnered with Howard University’s College of Medicine to run a groundbreaking clinical study covering every Fitzpatrick skin tone. This ensures the products are safe and effective for all, especially the deepest tones often left out of medical research.

Moreover, Savannah wanted a brand that starts with a strong foundation, combining clinical strength with beauty and clarity. She thought about her daughter and the products that didn’t quite fit. So, she built something real, effective, and made for everyone.

As you can see, sometimes, a child’s simple words spark the biggest changes. For Savannah James, Zhuri’s sweet truth became a powerful call to action. Now, with Reframe Beauty, she’s reshaping the industry—one inclusive, carefully crafted product at a time. Partnering with experts and driven by love, Savannah proves that true beauty starts from the heart and speaks to every skin tone. This is just the beginning of her bold, beautiful journey.