Launching Wednesday, the brand has raised $3.25 million toward its mission of becoming a trusted go-to for safe, clean products in a crowded, confusing, unregulated space:
Author:Dhani MauPublish date:Jun 5, 2019Updated onJun 7, 2019I receive an average of three PR emails per day that include the acronym CBD, and I'm sure many of you who don't write about beauty and wellness as part of your job have also found those three letters to be pretty inescapable of late.
Despite the few controversies and challenges The Honest Company has faced in recent years, it's a large company that had its "unicorn" moment, and the Prima founders' backgrounds in clean beauty and home goods give the company a sense of legitimacy, which is helpful in such an murky, unregulated space as cannabis. It's also helpful in enticing investors: In February, the founders raised $3.
"We feel the responsibility to set new standards for the industry because there's no regulatory body yet overseeing the safety, the potency, the purity of these products; you're finding that when products are being taken off the shelf for third-party testing, they aren't what they say they are," adds Assaf. "Everything we've done is to be that trusted source.
But that does not answer the larger question of: Say it is in a bioavailable format with synergistic ingredients, what does that CBD in general, and specifically in supplements and topicals like those Prima is selling, actually do? The answer is...complex. "It was an opportunity for us to create what we think is the best facial oil in the market and then add cannabinoids to drive the efficacy," says Gavigan.
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