Sephora US Expands CBD Category With New Launch


You may scoff or you may rejoice. My opinion hasn’t been fully formed but there are many who completely believe in the soothing and calming benefits that CBD claims to have. Regardless the global CBD skincare market is expected to hit $3.48 billion by 2026 and that means we will see it more and more. There must be something to it? And Sephora seems to think so too.

The CBD market is dominated by niche brands, either those that specialize in CBD products or smaller beauty brands just starting out. This means that if retailers want a piece of this buzzy catergory they will have to include indie brands in their offerings. After adding Lord Jones, High Beauty and Saint Jane Sephora (in the US) are now including Prima in their CBD arsenal.

Prima is a brand with a mission. They plan on destigmatizing and legitimizing the hemp plant with science-driven, pure and efficacious products. CBD wellness and beauty brand will be available on Sephora.com and roll out to 280+ Sephora store locations in May 2020 as part of the Clean at Sephora assortment.

We are wellness advocates, science enthusiasts and changemakers with a deep respect for nature — and a firm belief in its ability to bring us back to balance. We founded Prima to provide the products, tools and education that will help us get there. Because when we as individuals are able to find that balance, it has a profound and lasting impact on the people and world around us.

Prima on their brand’s purpose.

Sephora will carry the full Prima range and launch two new exclusive products: The Afterglow, a deeply restorative cream for youthful radiance with 500 mg of hemp cannabinoids, an Ayurvedic adaptogen complex, and four types of hyaluronic acid; and the Enlightenment Serum concentrated boost for vital hydration and even skin tone with 100 mg of hemp cannabinoids with saccharide complex and niacinamide.

Images: Prima Instagram


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