CBD beauty brand Prima, cofounded by 29-year-old Jessica Assaf and Honest Company’s cofounder Christoper Gavigan and former senior director Laurel Angelica Myers, will become one of the first-ever cannabinoid beauty brand to go mega mainstream: hitting Sephora shelves come May.
In March of 2019, Assaf, Gavigan and Myers joined forces to cofound Prima. It began as cannabinoid-centric clean beauty education blog: with Assaf, who now serves as the company’s chief education officer penning over 80 blog posts on plant-based, cruelty free, climate friendly beauty practices. They began selling products in June of that year with goal of setting the highest clean beauty standards and popularizing botanical-based beauty.
“It’s really going to set the tone for the industry and validate the therapeutic potential of these compounds to really transform how we feel,” says Assaf of the Sephora clean program, which also includes brands St. Jane and Lord Jones. Sephora could not be reached for comment at time of publication.
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