‘An important statement for us’: UK CBD brand Kloris launches into Boots

15-Jul-2020 - Last updated on 16-Jul-2020 at 09:47 GMT

Kloris has a range of CBD beauty products, including a balm and face oil with varying amounts of cannabidiol included in the formulations

UK-based cannabidiol (CBD) beauty startup Kloris has secured its first nationwide retail launch through Boots, propelling it into the mainstream wellness market as it moves forward with European expansion efforts, its co-founder says.

Founded at the end of 2018, Kloris had developed a range of premium cannabidiol (CBD) products including balms, bath products, face oil and oral oils that until now had been available online and in select spas, salons and wellness stores across the UK. The listing with Boots in its wellbeing section marked the brand’s first major retail expansion.

‘Credibility’ as a wellness brand

Speaking to CosmeticsDesign-Europe, co-founder of Kloris Kim Smith said: “Listing with a major retailer like Boots is an important statement for us regarding the credibility of Kloris as a wellness brand that’s here to stay – and recognition of the rigorous attention we pay to the quality of our products.”

Smith said the brand was also set to finalise some other major new partnerships in the coming weeks and had plans for significant European expansion over the next few months.

“There’s clearly strong customer demand for effective CBD products, and at the end of the day we’re driven by the customer,” she said.

“…We are a close-knit team of three hands-on founders who love what we do. We want to build Kloris into a globally recognised and respected brand that has a positive impact on our customers and our environment.”

Targeting ‘free-thinkers’ invested in wellbeing

Asked who the target consumer was for Kloris, Smith said: “Our customers are free-thinkers who are invested in their wellbeing, appreciate the power of nature and believe in taking an ethical and responsible approach to their consumption.”

She said whilst CBD was present in all Kloris products, the ingredient represented “just one part of the value proposition” and the brand considered its offering much broader – as a naturally based and wellness focused range.

Founders of Kloris - Kim Smith (centre) with Pedram Mehrshahi and Matt McNeill

Kloris did, however, invest heavily in CBD education as a core part of its strategy, she said –“especially as many people are still new to CBD”. In the UK, she said market knowledge on CBD was building fast.

“UK consumer demand for cannabis wellness products is growing at a fantastic pace and we’re seeing rapid education of the market and an understanding of the importance of quality. We’re delighted to be working with Boots to help make the benefits of high-quality CBD available to even more people,” Smith said.

CBD mass beauty boom?

Globally, the market for legal and illegal cannabis currently stood at around €136bn (US$150bn) and was forecast to surge to €150bn (US$166bn) by 2025, according to Euromonitor International. And cannabis beauty – particularly skin care – would soar, the market research provider said.

Considering the global market, cannabis consultancy firm Hanway Associates said the UK was primed to be a major market in the CBD beauty space.

Charlotte Bowyer, senior consultant at Hanway Associates, previously told CosmeticsDesign-Europe: “The UK is set to be a major market for the sector. Not only do we have a large population in the UK, but consumers have already shown enthusiasm for CBD products in a variety of forms such as oils and soft drinks. Many high street retails such as Boots, Tesco and Holland & Barret already stock a range of CBD-infused cosmetics, making the segment visible and approachable for even casual shoppers.”