NEED TO KNOW
-
Cole and Savannah LaBrant and their five children — Beckham, 2, Sunday, 3, Zealand, 5, Posie, 7, and Everly, 13 — post videos for their 64 million social media followers.
-
While the popular couple appreciates helpful parenting tips—like their new protein juice brand, Frosh, which they co-founded with singer Ciara—they always maintain a sense of authenticity online.
-
The LaBrants spoke candidly with PEOPLE about how they cope with the backlash and scrutiny that inevitably comes with sharing the joys and struggles of their lives with a large audience.
Cole and Savannah LaBrant aren't trying to fool their social media followers.
In an interview with PEOPLE, the couple opened up about their lives as content creators and parents of five, as well as their new protein juice brand, Frosh, which Cole, 29, and Savannah, 33, founded with Grammy Award-winner Ciara, 40, and talent development studio VO/D.
With its nutritional value and variety of delicious options, Frosh, a kid-favorite beverage, is an easy way to make snacking both healthy and fun. However, the LaBrant family knows that parenting isn't always about doling out juice to their five children: sons Beckham (2) and Zealand (5), and daughters Sunday (3), Posie (7), and Everly (13).
Cole and Savannah LaBrant with their five children. Photo by Mia St. Clair.
Savannah and Cole insist they never try to look perfect in front of their millions of fans across multiple platforms. However, Cole notes that sometimes some viewers misunderstand their intentions.
«"Maybe people just forget that we're a completely normal family who's made mistakes in the public eye, and we have to learn from them just like everyone else," says Cole, who has 23.1 million followers on TikTok and 4.7 million on Instagram. "We love each other and we love our kids more than anything. We just want to give them the best life possible with what we've been given.".
He adds: "We have this incredible opportunity thanks to social media. We're young and trying to do what's right and best for ourselves, for our children, for our friends, for our family. And sometimes we don't know what that means, and we do something, try something new, and we make mistakes.".
The LaBrant family has faced criticism for actions deemed questionable by the public. In 2024, the family faced backlash for participating in a dance trend to a Sean "Diddy" Combs song just days after his arrest in New York and indictment on sex trafficking, racketeering, and transporting people for prostitution. (In July 2025, Combs was convicted of prostitution and acquitted of the most serious charges of racketeering and sex trafficking.)
Most recently, after the LaBrant family briefly listed their Nashville home for sale in April, Cole took to the internet to refute widespread speculation that they were moving due to a recently passed Tennessee law regulating the use of children in vloggers' content. Cole denied any connection, stating in a video that he and Savannah have been paying their children "since day one of filming videos.".
A few months later, before the launch of Frosh, in an interview with PEOPLE, Cole again dismissed the "misconception" that he and Savannah had any "malicious intentions" when creating content with their children. The parents also emphasized how much their children enjoy participating in the videos, despite the assumptions of some harsher commenters.
Don't miss any news - subscribe to free daily newsletter PEOPLE , to stay up-to-date on the best PEOPLE has to offer, from celebrity news to compelling human stories.
«"On the internet, there can be things like, 'One day Everly will grow up and hate you,'" Savannah says, referring to her teenage daughter, whose father is her late ex-husband. "Now we're starting to realize she feels so loved that she writes entire essays about why we did the right thing by not giving her a phone.".
The proud mom, who has 30.4 million followers on TikTok and 6.7 million on Instagram, adds: "I'm just starting to see the fruits of how we raised her and how loved she feels and she's able to share that with other people, and I'm just so proud of her.".
Read the original article on People.