Savannah James on Her Skincare Routine and New Brand

Savannah James’ journey into beauty entrepreneurship began with her 10-year-old daughter. “She told me she wanted to be just like me,” James recounts on an overcast Manhattan morning. “And I was like, ‘Excuse me?’ Because at the time, I didn’t really have anything that I was super passionate about, outside of being a mom to my three beautiful children and supporting my husband. So I kind of took a step back and reflected on what I wanted to do and what my passions were.”

The committed beauty enthusiast (“I am a Sephora VIP Rouge Insider with way too many points,” she shares) found the answers to those questions while perusing the aisles. Or rather, it was what she didn’t find. While she’ll admit there’s no shortage of skincare brands centered around innovative, clinically-backed ingredients, there “wasn’t necessarily anything I felt resonated with me” as a Black woman, she says. “I wanted to create that.” 

Thus, Reframe was born. After two years “really digging our feet in and figuring out the newest, latest, and greatest next-gen ingredients” with dermatologists and researchers, James and her team launched on May 15 with a trio of products: The Pigment Processor Daily Brightening Serum, Compression Complex Facial Sculpting Cream, and Circadian Cream Overnight Collagen Seal. The goal? Skincare as efficacious as it is accessible; Think innovative solutions (a tranexamic formulation designed to target only the inflamed melanin) to problems many of us manage (dark spots).

And that accessibility is all-encompassing, from the packaging to the formulas. Reframe partnered with Howard University’s School of Medicine for its clinical studies, ensuring the products work for every skin tone. “I wanted to make sure that with this brand and these products, the entire Fitzpatrick scale is accounted for,” she says.

We got a chance to ask James all about her skincare journey, from the drugstore product she loved back in the day to the treatments and ingredients she can’t get enough of now. Read on for what she shared.

About Her Skin 

“I have pretty balanced skin, with only the occasional problem. I just have hormonal situations, or, as I like to call them, ‘stress bumps.’ I have one right now that’s being very rude and will not go away. I stay consistent with my skincare routine, I get facials monthly, and I’ve been dipping my toe into microneedling. I was terrified… so [my esthetician] did like the baby, baby depth on me.”

How She Got Into Skincare

“I’ve been into skincare since I was young. I watched my mom use Noxzema; She’d slather it on and walk around the house. Then I got into it myself. I was a Phisoderm girly. It was just something I found to be enjoyable, taking that time for myself and doing something that I knew was going to benefit me.”

On Her Morning vs. Nighttime Routines

“[This could be] kind of controversial, but I don’t wash my face with soap in the morning. I just wash with a disposable cloth and moisturize, and if I’m having some pigment issues, I’ll use a serum. And sunscreen! Then, at night, I like to go a little heavier. I’ll wash my face with soap, then any active serums or active ingredients, like acids, if I’m using them. I’m a chemical exfoliant girl, so I like to use peel pads. And if the pigments are pigmenting, I’ll use more serum, then I’ll cover it with our Circadian Cream.”

The Skincare Step She Never Skips 

“Moisturizer, to be honest. Never, ever ever. Even a few times a day. [Then] my chemical exfoliant and my sunscreen.”

Her Favorite Skincare Product(s) at the Moment

“My favorite skincare product at the moment is my skincare products! I’ve been formulating these products and using them for two years. I want to make sure that what I’m putting into the world is authentic to me and something that actually works and I stand behind.”

How Her Routine Has Changed Over the Years

“I would say it hasn’t changed much. I think just… getting a little bit more into treatments like microneedling and chemical peels, things like that. I’m [still] getting my toes wet, just getting a little bit more adventurous with those types of treatments.”

Her Biggest Skincare Mistake

“Probably getting microdermabrasion and not knowing exactly what it is. I had a forehead full of scabs! I didn’t need it. It was just a bit too aggressive for me, and I paid for it for about two weeks.”

The Ingredient She’s Currently Loving

“In our Compression Complex, we have this really cool ingredient called peach gum that I had never heard of before. While the complex has long-term hydration benefits, it provides instant snatching, and the peach gum is [what does this]. It hasn’t made the biggest difference, but that’s what I’m loving right now. Because who doesn’t want to look snatched?”

The Product That’s Been in Her Routine the Longest

“My iS Clinical Cleansing Complex Face Wash. That’s a staple in my routine. It’s gentle, it gets the job done, and it doesn’t do anything weird or dry out my skin. I’ve been using it consistently for the last six or seven years.” 

The Best Skincare Advice She’s Ever Received 

“Drink water [and] hydrate your inside. It’s very important, just as important as hydrating your outside. And just stay consistent. Whatever you’re doing, you can’t bounce around, get new things, and think they’re going to work instantly. You’ve got to stick with it to see if it’s going to work for you or not.”