CBD products will be the next truly market-disrupting personal care category

“Our vision is that Isodiol will become the leading CBD company in the world. When customers, investors, distributors, retailers and the media think of CBD, our goal is that they will think Isodiol,”​ Kathy Ireland, chief brand strategist and chairman emeritus, says plainly in a media release about the new deal.

The, 10-year, worldwide licensing agreement (valued at $32m) allows the kathy ireland Health & Wellness brand to move forward with plans to make and sell CBD personal care products. “The Isodiol product portfolio will include body balms, tinctures, personal care, nano-mist and functional beverages,”​ says Ireland; adding that, “We believe that these new Isodiol products, which are derived from hemp and are 99%+ pure, bioactive and pharmaceutical grade and are under the kathy ireland Health & Wellness license will gain acceptance and advocacy worldwide.”​

And there are plans to leverage Isodiol CDB technology through Level Brands other brands too: IM’1, Tommy Meharey, Chef Andre Carthen, Nicholas Walker, and Beauty & Pin-Ups.

CBD is THC free​

Isodiol makes and sells pharmaceutical grade phytochemical compounds, including nearly pure commercial cannabinoids. “Isodiol is leading the strategy for the appropriate uses of hemp derivatives,”​ believes Ireland, who goes on to point out that “Isodiol products are free of THC.”

“It’s ironic,”​ she says, “that people find controversy in the powerfully useful hemp plant. Without THC, hemp has many natural and important uses, which are beneficial in countless ways. We need people to please understand, that hemp, without THC, is similar to a grape without fermentation….what the Isodiol team has done is bring the best qualities of hemp-derived CBD to market without any psychotropic element, whatsoever.”​

Leading the charge​

In mid-November last year, Level Brands went public. And now, according to Ireland, speaking in a video statement posted online last week, the company is using proceeds from that $12m IPO “for brand development and expansion.”​ ​

“In terms of value proposition,” ​she says, “we believe there are many opportunities for deals of this significance which we will maximize over the next 3 to 5 years.”​

“We believe, with Level Brands support, Isodiol will be able to move kathy ireland Health & Wellness products into major retailers in the space, as well as realize the potential for cross promotion with our other brands or brands we manage.”​

The kathy ireland brand is not alone in the CDB personal care space to be sure. But Level Brands is poised to put Isodiol’s technology and quite a lot of capital behind this next market-disrupting personal care category.

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.