American Instagrammer and wife of basketball legend LeBron James announced the launch of her new luxury and clinical skincare brand Reframe, which includes a brightening serum, moisturiser and night cream.

James commented 'To be honest with you, I’ve been into beauty for as long as I can remember... I really wanted to figure out what I could do to bring a product forward that was for the people in a way that was digestible, educational and also cool... It’s for all skin across the Fitzpatrick Scale, I am a Black founder, but I thought about all people when I created this brand'.