Hemp CBD wellness brand Prima to enter Sephora
Prima is set to launch its first national retail partnership with Sephora.
The Hemp CBD wellness brand announced on Wednesday that it has joined the 'Clean at Sephora' assortment - now available on Sephora.com - and will roll out to over 280 Sephora store locations this May.
Sephora will carry the California-based brand's existing premium skincare offerings including face creams, bath products, oils, and more. It will also serve as Prima's exclusive retail partner for two new products: The Afterglow and Enlightenment Serum.
Launched in the summer of 2019 at prima.co, the company has been rapidly expanding its availability in specialty retailers.
What's more, in less than a year in market, Prima has been recognized as the first CBD brand to be a Public Benefit Corporation (PBC), Made Safe Certified and to achieve B Corp status.
"At Prima, purity, performance, and transparency are our top priority," explained Prima founder and CEO, Christopher Gavigan, in a news statement.
"We are obsessively passionate about bringing an unparalleled level of trust, integrity, and expertise to consumers. It's incredibly validating to be selected by Sephora, who is not only the leading prestige beauty omni-retailer but also shares our health and safety values through the Clean at Sephora program and their newly articulated 'CBD Standards'."
The Clean at Sephora program launched in spring 2018, and indicates brands that are formulated without a list of over 50 ingredients, including parabens, formaldehydes, MIT, phthalates, nanoparticles, and more.
"We're thrilled to launch Prima exclusively at Sephora, and to continue to grow our prestige CBD assortment," added Cindy Deily, vice president of merchandising at Sephora.
"The Prima team is passionate about education and is committed to the purity and potency of their products. Their goals of embracing self-care and providing high quality products aligns with Sephora's own values and we can't wait to introduce Prima's collection to the Sephora community."
Items will range in price from $16 to $96.
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