Consumers won't be able to buy just any old CBD product at Sephora stores. The popular beauty retailer has introduced its new CBD standards, which require CBD products to contain full- or broad-spectrum CBD that must be domestically produced, triple tested by a third-party lab, must be able to produce a Certificate of Analysis to consumers upon request, and must meet Sephora’s Clean at Sephora standards.
The company also announced a partnership with Prima, a purpose-driven clean wellness and CBD beauty brand. Prima joins three other CBD-dedicated brands available at Sephora, Lord Jones, Saint Jane, and Flora + Bast. The brand, which will be a part of the Clean at Sephora assortment, is now available on Sephora.com and will roll out to 280-plus Sephora store locations in May 2020. In addition, to the brand’s existing premium skincare, Prima will also launch two new products, The Afterglow and Enlightenment Serum, with Sephora as the exclusive retail partner.
“At Prima, purity, performance, and transparency are our top priority,” says Christopher Gavigan, founder and CEO of Prima. “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.”