In April 2020, Henkel registered the trademark for Wellphoria for hair care/styling and hand/body lotions comprising hemp-derived CBD. The move comes as Henkel expands its direct-to-consumer position, including its recent majority stake in Invincible Brands.
The brand is being rolled out soon, direct to consumer (va www.wellphoriabeauty.com) and via professional back bar channels. Participating professional beauty suppliers for the range include Merit Beauty Supply and New York City Beauty Supply.
Allproducts retail for $24. The range features 50 ppm CBD, as well as hemp seed oil. The product mix comprises:
- Nourishing Shampoo
- Nourishing Conditioner
- Nourishing Intensive Treatment
- Masque Hair & Scalp Oil
- Nourishing Hand & Body Lotion
- Starter Kit