The buzz around CBD oil is picking up momentum and it shows no signs of slowing down.Â For the unacquainted, CBD, short for cannabidiol, is a byproduct of theÂ cannabis plant. Unlike THC, the more widely recognized cannabinoid found in cannabis,Â CBD does not haveÂ anyÂ psychoactive effects. Instead, many praise it for its therapeutic effects and its allegedÂ benefitsÂ that include treatment for pain relief, insomnia, anxiety and more.
The beauty industry is the latest to jump on the CBD bandwagon with an attractive collection ofÂ CBD-infused skincare and makeup productsÂ trickling into the mainstream marketâ€”vegan brandÂ MILK MakeupÂ subbed in CBD oil for beeswax in its mascara formula,Â Lord JonesÂ debuted a body lotion that claims to cure muscle aches andÂ KANAÂ launched a sleeping mask thatâ€™s said to repair damaged skin overnight. Though CBD is quickly finding its place in the beauty world, one segment was relativelyÂ unchartered until recently: haircare.Â
Eager to fill a gap in the industry,Â CEO and co-founder of Earthly Body Kevin Wachs launched EMERA Haircare, the first prestige haircare line infused with CBD Oil.Â American SalonÂ talked with Wachs to learn about how EMERA came to fruition and how CBD’s long list of benefits translates to haircare.Â
AS:Â When did you launch Earthly Body and what is the companyâ€™s mission?
Kevin Wachs: Earthly Body began in 1994Â with the idea of meeting a need in the market for beauty products made from the finest natural ingredients we could find. We focused on making products that were 100 percentÂ vegan and free of parabens, sulfates, phthalates, artificial dyes, mineral oil and propylene glycol. We developed our products using Hemp Seed Oil as a base because we discovered that the benefits in terms of moisturizing, nourishing, and protecting the skin and hair surpassed many of the synthetic ingredients on the market. Our mission from the beginning remains true todayâ€”to create the highest quality naturally-derived personal care products and to live an environmentally responsible lifestyle while giving back to our community. Thatâ€™s why our products are made in our own solar-powered facility, and we use sustainably harvested ingredients, and recyclable packaging.Â We also give a portion of every sale of Earthly Body products to theÂ Get Together Foundation, a volunteer-run, non-profit organization we foundedÂ that donates to worthy causes, ranging from cancer research to world hunger to homelessness.
AS:Â Your company, which has carved out quite a niche in the industry, recently debuted the EMERA brand. What prompted you to start a haircare line infused with CBD oil and what are some of the hero products in the portfolio?
KW:Â It started with my son, Nick, who was in college at the time, and was hearing a lot about the growing popularity of CBD Oil.Â He urged me to look into it, and after doing so, I was sold on the benefits.Â That was the impetus for CBD Daily, a skincare line we launched in 2016.Â We also saw major celebrities touting the benefits of CBD Oil for beauty, and I was surprised to see that no one in our industry had a CBD-infused haircare line. It seemed the perfect opportunity to revolutionize our industry with this game-changing ingredient.Â WeÂ introduced the EMERA CBD haircare line with five products: a Shampoo, Conditioner, Detangler, Serum, and Scalp Therapy treatment.Â Each of the products offers a list ofÂ benefits, including promoting hair growth,Â prolonging hair color, strengthening hair and reducing breakage, and helping to retain moisture.Â If I had to pick one standout, it would be the EMERA Nourishing CBD Scalp Therapyâ€”it calms the scalp and helps alleviate dry scalp conditionsÂ while giving hair added softness, shine, and manageability.Â Â
AS: For those who may not know, can you list some of the benefits of CBD Oil?
KW: The CBD Oil we use is hemp-based and THC-free, meaning drug-free.Â CBD Oil contains all 21 known amino acids, andÂ itâ€™s also high in essential fatty acids such as Omegas 3, 6 and 9. Additionally, itâ€™s antioxidant-rich and full of vitamins, including A, B, C, D, and E, just to name a few.Â Â Â
AS:Â How do those benefits translate into haircare?
KW: Because CBD oil is rich in nutrients, it helps to build up collagen and elastin which are both essential to hair strength, and prevention of breakage.Â The fatty acids work toÂ keep hair hydrated and prevent moisture loss.Â And, the oil’s calming benefitsÂ help to soothe the scalp andÂ restore balanceâ€”both needed for healthy hair growth.Â
AS:Â What are some of the innovative marketing strategies being deployed for the brand?
KW: Weâ€™ve pulled out all the stops for EMERAÂ because we believe in it so strongly.Â A lot of our focus is on educating about CBD and its benefits, as well as letting people know about our new, innovative line. Our new website,Â emerahaircare.comÂ and social media platforms are already generating quite a bit of traffic and interest.Â Weâ€™re also sponsoring a TV show calledÂ The Look All Stars, which is all about the professional haircare industry, and there’s an entire episode devoted to a hairstylist competition featuring EMERA that will debut early next year.Â And, we have a big sampling push, along with attractive introductory offers that allow hair professionals and their clients to trial our products.Â Once they do, we know theyâ€™ll be hooked.
AS: What one thing do you want beauty pros to remember when they think of Earthly Body and EMERA?
KW: The best way to think of EMERAÂ is by our name. EMERA is derived from the emerald gemâ€”itâ€™s green, naturally-derived, luxurious and exclusive.Â Like all Earthly Body products, EMERA is 100 percentÂ vegan, on the coveted PETA no-test list, and Leaping Bunny certified.Â We also strongly believe in giving back.Â