Selfridges partners with British CBD body and wellness start-up Grass & Co

By

Sandra Halliday

Published
Sep 26, 2019

As CBD oil becomes increasingly important to the consumer products sector, Selfridges is aiming to get in on the trend and is linking up with premium British CBD wellbeing start-up Grass & Co.

The start-up, which has only been trading since July, will be selling its body products through the luxury department store’s London and Manchester sites as of Thursday. Products from its Ease and Calm collections will be on sale.

The brand is also featured in the store’s London Beauty Workshop, which gives it an extra boost as the area is a  focus on 28 brands from some of the most talked about new names in beauty and wellness.

Selfridges also plans to stock Grass & Co’s consumable CBD oil in the future.

CBD is having a major impact on both the beauty and wellness sectors and is a buzz ingredient in many new launches. This is something that’s giving a wide range of international start-ups an entry point into luxury retail as they’ve reacted faster to the trend than have many established beauty players.

Grass & Co said the UK CBD industry is expected to be worth almost £1 billion a year by 2025, which is equivalent in size to the entire UK herbal supplement market at present.

The company, which recently raised almost £1 million in seed funding, is headed by health supplements specialist Toby Gordon-Smith as CEO. 

Its products use organic hemp along with complementary botanicals and it said that demand from both consumers and retailers has “far exceeded” its initial projections since its launch. 

“CBD is one of the fastest growing well-being product categories in the UK. Grass & Co’s brand values together with the quality and provenance of its product ingredients and commitment to ethical sourcing was a great fit for Selfridges,” said Emily Saunders, the retailer’s Beauty Workshop Buyer.