Photo courtesy of Highline Wellness
Cult-favorite brand, Highline Wellness has been a leader in the CBD market since its launch in early 2019. Founded by three childhood friends, Highline Wellness offers a diverse range of CBD products – from gummies, to oils, to bath bombs, and other products that help maintain a happier, healthier and more balanced state of mind. The brand has grown rapidly with the help of social media buzz from their community of influencers. In collaboration with influencer, Alyssa Lynch, Highline Wellness has finally expanded their offering into skincare with their first products being a CBD Facial Mist and CBD Eye Balm. Below, we spoke to CEO and founder, Chris Roth about the brand’s foray into skincare.
MM: Why launch skincare?
CR: At Highline, our mission is to always improve our customers’ quality of life – both mentally and physically – by offering natural, affordable and effective CBD products. No matter what your daily ritual is, it is our job as a wellness brand, to meticulously formulate products that achieve peacefulness at every point of your day. We have CBD gummies for anytime, energy, immunity and night, along with oils, topicals and an all-natural bath bomb… we’ve covered most body needs and now it’s time to focus on the face. As a small direct-to-consumer business that always puts our community first, we listen to their needs, wants and feedback. From doing this, it’s how we determine what our new product launches should be, so with this year being especially fraught, stress and fatigue has undoubtedly weighed heavily on our customers wellbeing; their skin is more sensitive and reactive and they desire nourishing and anti-inflammatory products that can easily be used at home, but give you that just-got-a-facial feeling. The global skincare market will grow by $38 billion from now through 2024 and now more than ever, skincare and self-care are a leading category within the industry. With the launch of our two new products, our goal is to have everyone look and feel like themselves again.
MM: What are the effects of CBD-infused skincare?
CR: CBD is a powerful compound with many therapeutic benefits for the skin and it is even more effective when combined with other natural ingredients. CBD provides optimal hydration, contains anti-inflammatory properties, boosts anti-aging, neutralizes free radical damage and reduces stress-related concerns like puffiness and dark circles. All in all, it is the most perfect antioxidant. For our skincare launch, we worked closely with Outpost Labs to formulate our products, and we were very thoughtful about every ingredient that goes in them – every ingredient is essential and has a healing benefit; there are no fillers. Outpost Labs taught us that the skin only needs simple ingredients to be healthy, so we worked with them to incorporate Hyaluronic Acid, Grapeseed Oil, Hemp Oil, and Orange Peel Better in our eye balm, and White Willow Bark Extract, Carrot Seed Oil, Green Tea Extract and Witch Hazel Water in our facial mist. These products have a premium skincare feel and work harmoniously with CBD, thus creating an unparalleled skincare experience.
MM: Why did you decide to start with a facial mist and eye balm?
CR: We wanted to create two versatile skincare products that soothe stressed skin, no matter where you are or what you’re doing; they also needed to be multi-purpose and packed with all-natural, edible ingredients. The face mist can be used as an instant refresh throughout the day, after exercise, while stuck in traffic, or any time you need a pick-me-up; and the eye balm, with just a few tabs, is your skin’s favorite morning time friend. Our community craved efficacious products that invigorate the skin and push the reset button on their 2020 life, so that’s what we gave them.
MM: What does the collaboration with influencer Alyssa Lynch look like? Why was she the right choice in partner for your skincare launch?
CR: With Alyssa Lynch already being a loyal fan of the brand and having a built-in beauty-obsessed audience, partnering with her on these two products was a no brainer. Alyssa has been transparent in sharing her struggles of dark circles, puffiness, and overall face fatigue in the morning, deeming the underlying cause to likely be genetics or diet. When she began her search for a solution by trying every skincare fad out there hoping to remedy her skin, she realized stress was the real reason behind her struggles, and her community shared the same concerns; that was our light bulb moment. Together, we created the Highline Wellness x AL CBD Facial Mist and CBD Eye Balm to alleviate both inner and outer stressors for calming, de-puffing, hydrating and rejuvenating the skin.
MM: Is there a charity component to this launch?
CR: Giving back is always top-of-mind for us. When COVID hit, we raised over $50K for various charities, including the Food Bank of NYC, and donated hundreds of our immune-boosting products & hand sanitizer to local hospitals. Again, Highline is a wellness brand that wants to make everyone feel good and do good, so we’re always going to incorporate a charitable component in conjunction with our initiatives.We are donating 5% of sales to Mental Health America for this launch, an organization dedicated to providing resources for optimal well-being. We recognize the physical effects of stress are just a piece to a larger puzzle and Highline Wellness wants to help change that narrative.