A Closer Look at cbdMD: A Wellness Company to Watch

Cannabidiol, more commonly known as CBD, is one of the most studied compounds of the 116-plus known cannabinoids found in industrial hemp. With ongoing research, the list of uses is growing and giving more hope to those looking to enhance their overall quality of life.

Consider cbdMD, Inc., a leading health and wellness marketer, whose current products span from CBD tinctures to bath bombs to pet products. The company was founded in 2015 and today is sold in more than 6,000 retail outlets and is publicly traded on the New York Stock Exchange. For the fiscal year ended Sep. 30, 2020, net sales increased by 77% to a record $41.9 million.

Last year, the brand entered the global beauty and skin care market with the launch of cbdMD Botanicals. The line features 15 products spanning from facial masks to body care.

It’s all about self-care at this independent marketer. cbdMD Botanicals fuses cbdMD’s patent-pending broad spectrum CBD formula with all-natural plant-based oils and nutrients, resulting in a naturally-derived skin care line. Formulated without the use of parabens, cbdMD Botanicals products are vegan, cruelty-free, non-GMO, and gluten-free.

Also recently launched by the company is cbdMD’s Freeze Pain Relief Gel that combines the pain-relief properties of menthol with CBD. This topical provides non-greasy, deep skin absorption and contains its broad spectrum CBD formula from non-GMO U.S. hemp. It is available in roll-on and squeeze-tube applicators in 300-, 750-, 1,500- and 3,000 mg CBD concentrations.

At press time, it was announced that the company is renewing its partnership with Ken Block, professional rally and rallycross driver currently with the Hoonigan Racing division. Through this sponsorship, cbdMD’s logo will appear on Block’s official fire suit and rally car. The deal includes a range of additional integrated marketing opportunities to promote the cbdMD brand.

This year cbdMD said it planned to donate up to $500,000 from its online sales to The Barstool Fund to help restaurants and bars in response to New York City’s shut down of indoor dining. In less than two months, Barstool Sports has raised more than $30 million and has reached out to more than 150 businesses and counting.

So, what’s next for this CBD brand? Ken Cohn, cbdMD, chief marketing officer, Charlotte, NC, took time to chat about this company on the rise.

MM: How have the events of the past year impacted the CBD business?
KC: In a general sense, the current climate has affected the  CBD industry similarly to numerous other consumer packaged goods industries. Many people shifted to online shopping, either at their preferred brands’ direct-to-consumer websites or larger marketplaces. And brands equipped to keep pace with that change have done well.

For cbdMD, we’re also seeing a rise in order frequency and average price per order through our website. We can’t tie that directly to the current state of things, but we feel confident that it plays a role.

MM: What are consumers looking for right now in their CBD—for example, sleeping better or pain relief?
KC: It’s interesting, because the question of what CBD consumers are looking for and the ways we’re allowed to market our products are two completely different things. If you read what consumers are saying on social media and in surveys, they’re some of the most common reasons people are exploring CBD as an option.

However, we cannot legally advertise CBD specifically in those contexts. But we’re committed to providing clear, trustworthy information and tools for consumers—which allows them to make sound, personal choices about their health.

MM: How is cbdMD different from other CBD companies and what is its unique brand story?
KC: There are a few key points that set cbdMD apart. First, we’re always focused on quality. Every brand says that, of course. But we actively prove it through our facility’s registration for good manufacturing practices through NSF International—which we can all agree is the gold standard in the supplements industry. That commitment to quality has resulted in a large base of consistent customers who trust cbdMD’s products above all others.

Second, we focus a large part of our marketing toward education and awareness. We intended to lead the way on that front, and all indicators say that we’ve succeeded. From the founding of National CBD Month and other holidays, national television campaigns, and high-profile partnerships with Bellator MMA and numerous pro athletes, we’re opening inroads to consumers that are unmatched elsewhere. It’s through these efforts that we want everyone to understand that we’re the CBD brand to trust.

MM: What are your bestselling products and why?
KC: Our flavored CBD Oil Tinctures are especially popular because they’re so versatile and familiar—especially among experienced CBD users. At the other end of the spectrum, our CBD gummies serve as an easy entry point for new users because of their simplicity, flavor, and because gummies are a recognizable form for supplements.

Our CBD PM sleep aids are a best seller because they provide both CBD and melatonin in a single product. Our pro athlete partners have really raised awareness about both of our award-winning products, CBD PM and CBD Freeze, as a way to enhance their performance. And that message resonates with a wide range of people, from fitness enthusiasts to people who just want to give their best at work and home.

MM: Tell us more about the new launch into skin care. How will CBD make these products work well?
KC: Our new cbdMD Botanicals skin care system focuses on natural, mostly plant-based ingredients to maintain healthy skin. The vast majority of our skin care products are vegan. CBD serves as the perfect plant-based enhancement to these products. For instance, we know that CBD can help promote balance and moisture in the skin through interaction with endocannabinoid receptors in the skin. All of these products are intended to work together as part of daily or weekly skin care routines, so users will get the most out of cbdMD Botanicals when they use multiple products.

MM: What are future trends in the CBD marketplace we need to look out for in 2022?
KC: From our vantage point, it’s really a question of how federal agencies and lawmakers will choose to regulate CBD. We believe that will take place in the next two to three years.

Of course, we welcome those developments. cbdMD’s manufacturing and marketing practices already comply with federal regulations for dietary supplements, OTC drugs, and cosmetics where appropriate. Once those regulations become clear, it will open the door for cbdMD to take an even more prominent place alongside more established health and wellness brands, while closing doors for those who cannot or will not comply.