Prima announces Sephora retail partnership

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Prima announces Sephora retail partnership

By Gisselle Gaitan - 02/27/2020

Prima, a brand known for its clean wellness and beauty products that elevate hemp-based CBD, will soon be coming to a Sephora near you.

The Santa Monica, Calif.-based company announced its first national retail partnership with the beauty retailer.

As part of the joint venture, Prima products will be part of the Clean at Sephora assortment, is now available for purchase at Sephora.com and will roll out to more than 280 of the retailer’s stores in May.

“At Prima, purity, performance, and transparency are our top priority," founder and CEO, Christopher Gavigan said. “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.”

Launched in 2018, Clean at Sephora highlights brands that are formulated without a list of more than 50 ingredients, such as parabens, formaldehyde, MIT, phthalates, nanoparticles and more.

“We're thrilled to launch Prima exclusively at Sephora, and to continue to grow our prestige CBD assortment,” Cindy Deily, VP of merchandising at Sephora said. “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.”

In addition, Prima will debut two new products with Sephora — The Afterglow and Enlightenment Serum.

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