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Sephora Unveils New CBD Standards with Prima Partnership

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Prima is set to debut at Sephora as the retailer unveils new CBD standards.

One year after closing a seed funding round, CBD brand Prima has announced a retail partnership with Sephora, via the Clean at Sephora program.

The announcement is timed with the introduction of Sephora's new CBD standards, which require:

  • CBD contained within products must be domestically produced;
  • The inclusion of only full- or broad-spectrum CBD from U.S.-grown hemp;
  • CBD must be tested at least three times for quality and purity;
  • A Certificate of Analysis (COA) that verifies the CBD content matches any label claims must be available upon request; and
  • All products must meet Sephora’s Clean at Sephora standards.

Prima's national retail partnership with Sephora is beginning with availability on Sephora.com and more than 170 Sephora locations, beginning in May 2020.

As part of the launch at Sephora, Prima will launch two new SKUs:

  • The Afterglow ($96.00), a "deeply restorative cream for youthful radiance" featuring 500 mg of hemp cannabinoids, an ayurvedic adaptogen complex and four types of hyaluronic acid.
  • The hydrating Enlightenment Serum ($42.00), which reportedly evens skin tone and features 100 mg of hemp cannabinoids and a saccharide complex and niacinamide.

Sephora will also offer the brand's existing products, including Skin Therapy (275 mg CBD), R&R Cream (750 mg of hemp cannabinoids) and Soak It In Bath Gem.

Prima is a Public Benefit Corporation, is Made Safe-certified and has a pending B Corp status.

"At Prima, purity, performance, and transparency are our top priority," said Prima founder and CEO, Christopher Gavigan. "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.' Our scientifically validated, sustainably sourced, and vegan/cruelty-free principles have led to a new, elevated paradigm in this CBD category and luxury skin care. It's outstanding to be acknowledged by Sephora for our approach, best-in-class botanical products, rigorous standards, and leadership to elevate the entire therapeutic wellness industry."

"We're thrilled to launch Prima exclusively at Sephora, and to continue to grow our prestige CBD assortment," said Cindy Deily, Vice President of Merchandising at Sephora. "The Prima team is passionate about education and is committed to the purity and potency of its products. Their goals of embracing self-care and providing high-quality products align with Sephora's own values and we can't wait to introduce Prima's collection to the Sephora community."

Update:

To be eligible to be sold at Sephora, brands must sell topical products that meet the following guidelines:

    • Inclusion of only full- or broad-spectrum CBD from US grown hemp;
    • CBD must be tested at least three times for quality and purity;
    • A Certificate of Analysis (COA) that verifies the CBD content matches any label claims must be available upon request; and
    • All products must meet Sephora’s Clean at Sephora standards.