As word spreads, every week a new celebrity is launching a CBD brand and touting the benefits of the cannabinoid. From Jay-Z to Will.I.am, these well-known faces took on the industry in 2020.
Over recent years, the number of brands in the cannabis health sphere has been steadily increasing.
As research continues into how CBD can help ease a whole spectrum of symptoms, from period pain and inflammation to anxiety and asthma, it’s no surprise that there are ever more products available on the market. No longer is CBD oil your only option.
There are those celebrities who have been shouting about the benefits of cannabis for some time – Leafs by Snoop Dogg has been well-established on the US market for several years, while former Heavyweight Boxing Champion Mike Tyson launched his cannabis company, Tyson Ranch, in 2017.
It was only a matter of time before other A-Listers wanted in on the action.
Husband of Queen Bey herself, the American rapper is ‘just getting started’ with the launch of his first cannabis line in December 2020.
Recently appointed chief visionary officer of Californian-based cannabis firm Caliva, Jay-Z created ‘Monogram’ to “give cannabis the respect it deserves by showcasing the tremendous hard work, time and care that go into crafting a superior smoke.”
The core range of products available are labelled in a gradient of strains from light, to medium and heavy.
As any self-respecting rapper would, Jay-Z’s products have been in development for 18 months to ensure their quality, and the firm is aiming to be California’s largest publicly traded cannabis company.
Frozen’s fiercely loyal Anna – and the best-selling author – has drawn on her experience of being a working parent to develop a range of CBD bath and body care products.
After discovering CBD a number of years ago to ‘turn down the volume’ of her life, Kristen has now launched a trio of products to help others with the same needs.
The vegan body butter, coconut melt and bath bomb that form the brand ‘Happy Dance’, are all formulated with the actress’s favourite clean ingredients and high quality CBD from full-spectrum hemp extract.
“It was essential to me that Happy Dance be a purpose-driven brand that challenged the traditional notion of self-care,” said Kristen. “And when I care for myself, I can better care for others. Happy Dance’s commitment to care extends to those who need it most, which is why we are honoured to be partnering with A New Way of Life Re-Entry Project.”
It’s not only the red-carpet starlets that are turning to the CBD world, but also those with arguably more wholesome reputations.
America’s own homemaker Martha Stewart, well-known for her exemplary cookery skills and lifestyle tips through various TV shows, has now revealed a line of human wellness supplements – all inspired by some of her most popular recipes.
The range, which includes wellness gummies, softgels and oil drops, will be expanded further with the introduction of a gift box and pet line which are due soon.
“I’ve found that CBD supplements are a simple way to enhance my own health and wellness, especially when it comes to managing the stresses of daily life,” said Stewart.
“I set out to create the most delicious CBD products on the market, drawing inspiration from some of my favourite recipes and flavour profiles from my greenhouse and gardens.
“My wellness gummies closely resemble the French confections, pâte de fruits, rather than the sticky, overly sweet versions you might find elsewhere.”
Wanting to add his own ‘Boom Boom Pow’ into the CBD market, the former Black Eyed Peas star and The Voice star has joined a raft of other well known names including Scooter Braun and Alyssa Milano to invest in Berlin CBD start up VAAY.
Adopting a wholly scientific approach, a team of biologists, doctors and researchers work in tandem to create the most effective hemp products to truly care for the stressed-out body and mind. These products include a mouth spray, bath bomb and massage oil amongst others.
Award-winning artist and music producer, DJ Khaled has announced his first line of CBD wellness products will launch early next year.
Best known for his hits with Drake, Justin Beiber and Rhianna, Khaled has revealed the cannabinoid has become a part of his “daily routine”, as he prepares to launch his new company which will debut its first collection in 2021.
“As a father, an entrepreneur, a music exec and visionary I am blessed with daily inspiration, a drive to work hard and a passion for success,” says Khaled.
“CBD has become a part of my daily routine and allows me to focus myself and my energies, while striving to better myself every day.”
“TRIP was designed to help people find calm in the chaos”
Co-founders of the UK-based CBD drinks company TRIP, talk to Cannabis Health about leaving successful careers in law and finance to start their own brand and the impressive rise of the young company since its launch in 2019.
Olivia Ferdi and Daniel Khoury discovered CBD just a few weeks before their wedding day after Daniel sustained a serious knee injury playing football.
Having torn his anterior cruciate ligament (ACL), Daniel’s doctor told him that he would be unable to walk down the aisle and dancing at the reception would be out of the question.
Meanwhile, Daniel’s brother, who was living in the US at the time, was witnessing the surge in popularity of CBD across North America. He suggested to Daniel that he try the supplement to help reduce the pain and inflammation in his knee.
At this point, CBD was still relatively unknown in the UK and the couple knew nothing about the supplement. But they were willing to try anything to get Daniel back on his feet before their wedding day.
Seven weeks later, Daniel was walking down the aisle without his crutches and “danced all weekend”, Olivia said.
Impressed by the effects of CBD on his recovery, Daniel and Olivia set out to learn more about the supplement. After returning from their wedding abroad, they started researching and discovered the myriad of different health conditions that people were using CBD for.
Olivia then began using CBD to manage her stress and anxiety. Working as a lawyer in London, she found that incorporating CBD into her daily life helped alleviate the stress that came with her job.
“Whether that was taking a few drops on my morning commute or in moments of anxiety to help me reset, CBD quickly became an important part of my routine,” Olivia said.
“We both began using CBD daily after [experiencing] the fantastic everyday benefits for ourselves.”
It wasn’t long before the couple saw an opportunity to bring something different to the market. At the time, CBD hadn’t yet taken off in the UK like it had in the US and the couple struggled to find a product that aligned with their lifestyle and values.
“What was available back then was so inaccessible, whether due to pricing, quality, confusing instructions, off-putting packaging or bitter tastes,” Olivia continued.
“We wanted something convenient and inclusive; a product we could have on our desk at work, grab after a workout or enjoy with friends in the evening.”
The couple took a bold leap, leaving their successful careers in law and finance to launch their very own CBD company, TRIP, with a mission to make CBD more accessible.
TRIP launched a range of high-concentration CBD-infused drinks with flavours and branding that would appeal to young professionals.
Taking a holistic approach to wellness, the drinks contain natural botanical extracts like ginseng, chamomile, Lemon Balm and L-Theanine, which the company says help stabilise physiological processes in the body and alleviate stress.
Since launching at the end of 2019, the company has experienced rapid growth, which Olivia describes as a “whirlwind”. The company got off to an impressive start, working with high-profile brands like Selfridges, Harvey Nichols, Planet Organic and Equinox Gyms.
When the COVID-19 pandemic hit a few months later the company was quick to respond, launching a partnership with Deliveroo to become the first CBD store on the platform.
TRIP went on to be accepted by Sainsbury’s as one of its ‘Future Brands’ and embarked on a partnership with Soho House, the company behind the members-only club that caters to young creatives in major cities across the world.
The brand has also had its share of viral hits on social media with a number of celebrities endorsing the products, including Ellie Goulding who picked up a can of TRIP from her fridge during an interview with Vogue.
“TRIP was designed to help people find calm in the chaos,” Olivia said.
“In 2020 we wanted as many people as possible to experience the amazing benefits of CBD, especially at a time when the need for self-care was at an all-time high. Consumers were reaching for CBD more than ever before, looking for something to ease their worries.
“During this time, we were lucky to experience huge growth and collaborate with some amazing partners in the wellness sector.”
TRIP has already expanded into the European market and plans to announce a number of further global launches in the coming year.
However, despite its big ambitions, Olivia believes it is important not to become “obsessed with lofty goals”. Instead, she says TRIP’s focus on providing the “best experience possible” will lay the groundworks for its future success.
“We are incredibly proud of and thankful for the culture we have cultivated within the TRIP community and we are really excited to keep building our community,” Olivia added.
“We created TRIP so that as many people as possible could experience the benefits of CBD and we plan on continuing in that mission.
Alphagreen launches crowdfunding drive to grow CBD marketplace
Online CBD marketplace Alphagreen is launching a crowdfunding campaign as it looks to sustain its growth.
The platform – which claims to be the largest in Europe – allows customers to choose from a range of over 150 lifestyle brands.
Would-be investors can buy into Alphagreen via equity crowdfunding platform Seedrs, which enables anyone to pursue a stake in a company.
Alphagreen bosses are looking to build on a period which has seen revenue grow from £23,562 in the second quarter of 2020 to £130k in the first quarter of 2021.
Alphagreen co-founder and CEO Alexej Pikovsky co-founder and CEO Alexej Pikovsky, said: “The cannabis industry is here to stay. The global market is poised for a significant growth phase and Alphagreen is perfectly positioned to capitalise on the increased use of medicinal cannabis and fundamental changes to the way the cannabis and CBD market will function.”
Retail investors can register their interest from April 20, 2021. Existing investors include Stockholm-based Enexis AB, US cannabis fund West Creek Investments and angel investors, including Igor and Oleg Tikhturov.
Alphagreen has sets itself an ambitious growth forecast of 300 percent for the remainder of 2021.
The company believes it has benefited from a shift toward online shopping during the Covid-19 pandemic.
Pikovsky added: “We are on track to finish off the year with close to a million pounds in sales and should see a huge jump in 2022 when our content first strategy, together with our e-commerce market place showcasing the very best in health and wellness brand innovation and portfolios, plus massive web traffic that any business would want to be part of really kick in.
“We are uniquely positioned and are excited to work with the best brands globally.”
Major UK white label CBD plant taken over by Fen Group
White Label 360, a CBD manufacturing operation based in the north of England, has been acquired by consumer healthcare firm, Fen Group.
A spokesperson for Fen Group said further buyouts are in the pipeline as they ‘seek to become the dominant player in the UK CBD market’.
Incorporated in 2018, the West Yorkshire-based company will take control of White Label 360’s flagship brand, ‘CBDeaze’.
The company is now awaiting validation from the Food Standards Agency (FSA) as per the new novel foods legislation.
In a statement, Fen Group said the acquisition could open up ‘potential distribution channels’ in Germany and South Africa.
White Label, which has a plant in Barnsley and has been trading since 2015, has 40 white label contacts according to the company’s website.
Its CEO, Colin O’Donnell, said he supported Fen Group’s efforts to ‘bring structure into such a fragmented CBD market in the UK’.
“I am looking forward to working with Fen Group as they endeavour to bring structure into such a fragmented CBD market in the UK,” he commented.
Tom Fennell, CEO of Fen Group said: “This acquisition allows Fen Group to rapidly increase our revenues, whilst keeping our core value proposition consistent.
“We are very excited to build on the foundational work that Colin has put in.”
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