Proudly, Gabrielle Union and Dwyane Wade’s baby care brand for babies with melanated skin, announced the availability of its products for the first time ever, for purchase via the Proudly website, proudly.com.

According to the U.S. Census Bureau, as of 2015, 50.2% of babies born in the U.S. have one parent of color. However, historically, no baby brands have been squarely focused on this community of children. Proudly is the first accessibly-priced baby care company with products designed specifically for children of color. The products have been co-designed with dermatologist Dr. Naana Boakye, who has thoughtfully studied and selected plant-based, moisturizing ingredients to take into account the unique needs of melanated babies, who are more prone to some skin concerns such as general dryness, eczema, cradle cap, and acne.

“Proudly was inspired by our daughter, Kaavia, and millions of other babies of color,” says Gabrielle Union and Dwyane Wade, Proudly co-founders. “We set out to build Proudly because we found there was a lack of options for children of color as we’ve raised our own kids. We want these products to be intentional, but also to be accessible to the people who need them. We’re overjoyed to finally have them out in the world.”

Products in the new line include Gentle Touch Baby Wipes ($2.99) for faces, bums, sticky hands, and more–they’re perfect for sensitive skin, hypoallergenic, pH-balanced and made with 100% FSC-certified biodegradable fiber. Also featured in the line is gentle body wash, hydrating baby lotion, nourishing oil and all over balm.

“We’re proud to have built a diverse team of experts that reflect the communities we’re serving because we truly believe that’s the best way to do business,” says Pam Cholankeril, president of Proudly. “We want to change the way that society has long thought about serving people of color and the nuanced issues that they face, by bringing these products to the mainstream, particularly for parents who are raising the next generation. We’re so excited to see that mission come to life with our products.”