Savannah James is aiming to shake up the skincare game with the launch of her new brand Reframe.
Billed as being uniquely designed to provide “clinical skincare for the real world,” the aptly named Reframe, research for which is said to have encompassed “all skin tones,” stands as a natural expansion of James’ already proven stake in the skincare industry at large. As fans are already aware, her @girlswho_getit Instagram page, billed as a “beauty community,” has amassed tens of thousands of followers while documenting the journey toward Reframe’s launch, and beyond.
The brand’s initial offerings include the Pigment Processor Daily Brightening Serum ($115), the Compression Complex Facial Sculpting Cream ($95), and the Circadian Cream Overnight Collagen Seal ($135).
Complex got the chance to speak with James about Reframe. Read it below.
When and how did you get into skincare?
Reframe started as a personal mission. I’ve always been obsessed with skincare, trying new products, stalking the aisles at Sephora. I was searching for products that actually worked- products that combined high-performance science, but also products that had the sophistication of a luxury brand. I didn’t really feel seen by any of the brands I saw out there.
I approached building this business the only way I knew how, letting my curiosity guide me. Actually my friend Fara Leff, who’s the COO of Klutch Group, connected me with Nick Axelrod, who had co-founded brands like Nécessaire and Into The Gloss. He has years of experience launching brands, and happened to have been hired as a VP of Ventures at Klutch. He helped me figure out the steps to take–and the right industry experts to bring in, such as Alexis Page, who’s the best product developer and innovator, in order to execute my vision. We also spent about 18 months working out a first-of-its-kind clinical partnership with Howard University College of Medicine to run our clinical studies. That first experience of not feeling seen by luxury skincare brands led me to really want to ‘reframe’ clinical research to be truly inclusive and start to bridge a gap for the industry overall, in terms of testing products on people across the entire Fitzpatrick Scale of skin tones.
Why did now feel like the right time to enter the skincare business?
As a true beauty consumer, I was focused on only creating products that I didn’t see on the market, and building a brand that I’d want to be a part of. After all my time and money spent testing and trying the latest and greatest thing, I just wasn’t satisfied with what was available. I had a feeling if I felt that way, other people do, too. In a lot of ways, I’m an outsider on the inside. I didn’t come up through the beauty industry, but I’ve had access to the best doctors and practitioners, and the privilege of proximity to the cutting edge of research in health and wellness. That perspective–as well as the team I have around me– helped me clearly pin-point what was broken and what was missing, allowing Reframe to fill the gap and create a line that’s truly competitive in the crowded clinical and luxury skincare markets.
What did you learn about skincare in the process of creating your Reframe line?
I learned so much throughout the process of building Reframe. I set out to create a line that was truly inclusive- not just in marketing, but in science. Through our partnership with Howard University College of Medicine, I was introduced to the Fitzpatrick Scale, which became foundational to how we approached formulation and testing. It helped me understand how differently skin tones react to ingredients and treatments, and how overlooked deeper skin tones have been in clinical research. I asked questions, stayed curious, and surrounded myself with the best.
I also learned a lot about myself. I spent most of my adult life raising my kids [Bronny, Bryce, and Zhuri], and now that everyone is grown up for the most part, I had the time and the mental space to explore my passions, to jump into building businesses. I surprised myself with what I can actually do. My 10-year-old daughter Zhuri always says she wants to be just like me when she grows up, and now I’ve started to create a blueprint for her in terms of what’s possible when you jump out of your comfort zone.
What is the biggest challenge of keeping a consistent skincare regimen and finding the right products for your skin?
For me, the biggest challenge is not adding too many variables to my routine. I always want to try the newest thing, even if it might not be exactly what I know my skin needs. I got to try it!! But what I’ve come to understand through this process of creating Reframe is you have to introduce only one variable at a time so that you can ensure you’re conducting a clean test. That’s why we started with these three unique products. Even if you want to keep your existing routine, you can add just one of our products into your routine and see how you feel.
Who has the best skincare habits in the family? Why?
Well, I do obviously! I do try to instill in my kids good daily habits, like washing your face and using SPF. But it’s taken me my whole life to figure out what works for me and how to keep my skin looking good. I will say, for the last year or so I’ve used exclusively Reframe on my skin, and I swear I’ve never gotten so many comments or compliments about my skin. I love to not wear makeup whenever I can, and these products make it possible.
What is your favorite product from the line? Why?
Ah hard question! I guess if I had to choose, I’d say the hero in the line is our Circadian Cream, which is an Overnight Collagen Seal. The ingredients are cutting-edge, including a complex that actually puts your skin to sleep, so that your skin can renew and rebuild itself overnight with the help of the other powerhouse ingredients in the formula. But honestly, Pigment Processor and Compression Complex are my favorites for different reasons–Pigment Processor just gives you this bright, sparkly complexion; Compression Complex is like Spanx for your face. Though it has long term benefits, it just instantly snatches you, which gives that immediate gratification I want. It’s the perfect base for makeup, too.
How does the branding and packaging of Reframe reflect your style?
I don’t believe in doing something halfway or rewarding mediocrity. I knew if I was going to set out to build a skincare brand, it had to be best-in-class in terms of benefits and ingredients, and just that scientific rigor. But I also want the things I use every day to be beautiful, and look good on my counter, in my life. So, we really set the bar high for ourselves–to make formulas that can stand up to the best of them and also design packaging that makes you feel excited to use the product. We worked with a designer who comes from the world of music rather than a beauty branding agency. When we use the word ‘inclusive’ at Reframe, we’re not just talking about skin tones, but also inclusive of what’s going on in culture: music, fashion, art, and design. I wanted the packaging to reflect all of my inspirations.
Get a closer look below, then shop the lineup here.
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