When Savannah James and her 10-year-old daughter, Zhuri, took off on a trip to South Korea, the internet buzzed with one big assumption: this had to be about beauty. After all, South Korea is the global hotspot for skincare innovation—serums, sheet masks, you name it. It just made sense. But then came the plot twist. Instead of diving straight into cosmetics, Savannah and Zhuri were seen soaking up the local culture. One video in particular captured hearts everywhere: the two of them cozy in sweaters, dancing to Earth, Wind & Fire’s classic “Let’s Groove,” with the caption, “In Korea getting our boogie on.” It was cute, candid, and totally unexpected. Months passed, and fans were left wondering—was this just a fun family getaway? Turns out, there was a whole lot more brewing beneath the surface.

That trip? It was the beginning of something bigger. A beautiful blend of business, bonding, and bold moves. During their time in Korea, Savannah wasn’t just sightseeing—she was deep in the lab, quite literally. She visited a skincare development facility to work on what’s now been revealed as her latest passion project: SJ Skincare.

And this wasn’t just mom on a mission—Zhuri was right there beside her. Rocking a personalized lab coat, decked out with her name and adorable stickers, the youngest James was fully immersed in the process. The proud mama shared snapshots on Instagram, captioning one of them, “Back at it with my first 24 in Korea. We’re getting closer.”

This move didn’t come out of nowhere. Savannah had been dropping breadcrumbs for a while now. In a past interview with The Cut, she hinted at exciting ventures ahead, saying,

“Definitely have some passion projects I’m working on—one of which is with a partner, one of which is on my own. And I’m super-excited about them. I think they’re going to be amazing. They’re going to be well received.”

Fast-forward, and now we know exactly what one of those solo projects is: her very own skincare line. And if you’re wondering just how hands-on Savannah is—this brand is her. From formulation to aesthetic, SJ Skincare has her signature all over it.

In fact, back in August 2023, fans got a surprise sneak peek thanks to none other than LeBron James himself. He shared a few behind-the-scenes photos on Instagram, revealing products like an all-day serum and both day and night moisturizers. His caption had a playful tone, admitting Savannah didn’t even know he was posting it—but he couldn’t contain his excitement.

And not just that, LeBron actively participates in each and every move SJ does. Even when she visited South Korea, he expressed his affection by sharing their videos on social media, adding heartfelt emojis and captions like “My Loves!!!”. After all, SJ isn’t just his wife, she’s his high school sweetheart too, so supporting her always makes sense. Especially when she’s up to something big! 

Savannah James is taking a huge step forward into the beauty world!

Known for her timeless elegance and deep commitment to self-care, Mrs. James is now channelling that energy into something personal and powerful: her very own skincare line, Reframe Beauty.

Set to launch on May 15, 2025, Reframe Beauty is more than just another celebrity-backed brand. It’s a reflection of how Savannah approaches beauty—intentional, luxurious, and rooted in wellness. Inspired by top-tier formulations like those of Augustinus Bader, her debut collection is expected to include products like a Daytime Moisture Veil, an All Day Serum, and a Nighttime Moisture Veil. Each item is crafted for people who want their skincare to be both effective and indulgent.

But here’s what really sets Savannah apart—she’s not just selling products; she’s sharing a lifestyle. For her, beauty isn’t just skin-deep. It’s about creating small, meaningful rituals that nourish the mind and body. Her bathroom, lovingly described as her “happy place,” features a mini skincare fridge, an affirmation mirror, and calming elements that make self-care feel sacred. Think Epsom salt baths, meditation in the sauna, and the occasional staycation to recharge.

So, is it any wonder people are counting down the days until Reframe Beauty drops? When a woman who lives and breathes self-care creates a skincare line—yeah, you know it’s going to be something special.