Prima, the award-winning, purpose-driven clean wellness and beauty brand elevating hemp-based CBD announced today that it will launch its first national retail partnership with Sephora. The brand, which will be a part of the Clean at Sephora assortment, will be available on Sephora.com starting today and will roll out to 280+ Sephora store locations in May 2020.
In less than a year in market, Prima has established itself as an industry leader, evidenced by its unwavering commitment to superior quality, consumer education, clinically tested efficacy, self-imposed health and safety standards — and its strategic national partnership with Sephora. As the first CBD brand to be a Public Benefit Corporation (PBC), MADE SAFE Certified and achieve B Corp status (pending), this launch for Prima reflects an elevated shift for the industry, as Sephora takes a leadership role to meticulously curate their CBD offering with select best-in-class brand partners who adhere to commitments on quality, sourcing, and safety.
“At Prima, purity, performance, and transparency are our top priority,” said Prima Founder & 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 skincare. 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.”
The Clean at Sephora program launched in the 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,” 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 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.”
Prima launched 9 wellness products in the summer of 2019 at prima.co, and has been rapidly expanding its availability in specialty retail (Erewhon, Standard Dose, Pharmaca, Calmist, Knockout Beauty, Thrive Market, and more).