In conversation with Europe’s “coolest” CBD brand

With backing from the likes of Will.i.am, Justin Bieber’s manager Scooter Braun, actress Alyssa Milano and footballer Mario Götze, VAAY is on its way to becoming Europe’s most on-trend CBD brand, Cannabis Health speaks to the Berlin-based start-up.

Several years ago, German serial entrepreneur Finn Hänsel tried CBD for the first time. He had just run the Berlin half-marathon and his body was exhausted and inflamed. A friend of his, an athlete, suggested he give a CBD ointment a try to aid his recovery.

Hänsel says he was both “surprised” and “convinced” by the effects of CBD on his body.

Fast-forward to 2018, Hänsel teamed up with fellow cannabis advocate, Fabian Friede to launch Sanity Group, a research and development company focused on the therapeutic benefits of compounds derived from the cannabis plant.

Two years later, VAAY was born; a subsidiary of Sanity Group with an ambition to revolutionise the way we deal with our “stressed out” bodies and minds.

There is an abundance of products on the market, from high-tech gadgets to stationary, that claim to boost productivity in the workplace.

Finn Hänsel. Photo credit: Sanity Group, Norman Posselt

VAAY takes a different approach. It believes that in order to remain consistently productive and cope with the stresses of work and life, we need to pay more attention to the way we spend our downtime. By slowing down, people can prevent the mind and body from burning out.

“In the early 2000’s I noticed that an increasing number of people were trying to keep themselves awake, working harder for longer,” Hänsel explains. “Many turned to coffee to give them this alertness.

“I have noticed for myself that I can work hard over several days, but I need downtime in between. Everyone needs time off if they want to remain productive. If you’re always working hard, you can quickly slip into an unhealthy lifestyle.

“This is where CBD came in.”

Identifying a gap in the market for a “cool” CBD brand that offered more than simply oils and tinctures, Hänsel set out to develop a range of wellness products aimed at a young metropolitan audience.

“There was a space in the market for cool CBD brands,” Hänsel says. “In Germany, the only CBD products were the oils, so I saw a need for more sophisticated wellness products. We don’t see ourselves as a pure CBD brand, but as a brand for well-being that promotes mindfulness, balance and a healthy lifestyle.”

The company’s bold branding was quick to catch the attention of celebrity names in both Europe and the United States

In early December, VAAY completed a US$4.8 million funding round led by Birburger Ventures that attracted investment from several international celebrities, including Will.I.Am, Alyssa Milano, Mario Goetze and Stefanie Giesinger.

“I am a big fan of innovative health companies, especially after seeing the growing research that is done around the hemp plant,” said Will.I.Am in a statement.

“The Sanity Group team has found the right approach and have created high quality products to help people.”

The funding brought total investment in VAAY’s parent company, Sanity Group, to US$29 million; the highest level of investment raised in Europe to date by any cannabis start up.

“Investors see great potential in our company and the opportunity to participate in a rapidly growing and promising innovation market,” Hänsel adds.

“Will.I.Am is massively interested in wellness and products that can bolster our sense of balance and peace. The difference between VAAY and other wellness brands is that it feels approachable, fresh and exciting, without being preachy or exclusive.”

With a different colour for different functions, VAAY has three product ranges. The company’s ‘green’ range promotes relaxation with products that include a CBD and lavender bath bomb.

Red refers to ‘recovery’ with a range of gels spiked with CBD and menthol to soothe aches and pains. Its blue products are designed for sleep. Infused with 5-HTP, vitamin D and B12, the company says its CBD night capsules increase the brain’s production of melatonin, or the ‘sleep hormone’.

A firm believer in the power of full-spectrum CBD, VAAY makes use of the wide range of cannabinoids, terpenes and natural extracts found in the hemp plant.

“We chose full spectrum due to its increased therapeutic benefits,” Hänsel says. “Full spectrum exposes the body to a wide range of cannabinoids which can treat multiple ailments.

“Our products are smart, innovative and performance led. We always adopt a scientific approach to ensure the maximum efficacy of our products. A team of doctors, biologists and researchers work in tandem to create the most effective full spectrum products.”

VAAY has seen a boost in demand for its products throughout the pandemic, as people seek healthy and natural alternatives to cope with the building stress of lockdowns and social isolation.

Coinciding with its recent funding round, VAAY expanded its reach to the UK, where it currently applying for Novel Foods regulation.

“We are super excited for the year ahead,” Hänsel adds.

“We have lots of plans for product launches and some incredible collaborations.”