VERBÖDEN Launch @ Indie Beauty Expo

Posted by Jena on Aug 27th 2018

The Launch

After many months of preparing for the launch of the VERBÖDEN Beautyfood brand, we decided to do it at the Indie Beauty Expo in New York. We thought it was important to have direct feedback from both buyers and consumers. In terms of acceptance, it spanned the entire spectrum from avid supporters (mostly from the West coast) to those averse to even talking about it. Many buyers we spoke with had heard of CBD before but never had the opportunity to try it. Some had never heard of it but were interested in learning more about the benefits in skincare products. There were a few that were turned off immediately because it is cannabis. One common thread we kept encountering was confusion over how to shop for CBD.

High Standards

There is little to no regulation and no standard labeling guidelines, which makes it extremely difficult to even know what to look for. This is a problem we anticipated five years ago when we first started R&D with expert formulators and extractors from Canada to help us develop pharmaceutical-grade CBD extracts and formulations backed by scientific research. Our goal was to create the most trusted CBD brand with products that were clearly labeled with dosage information and information about the source and extraction process of the CBD. The regulation did not require this information but we knew this was a mistake and would eventually catch up to our high standards. In a nutshell, the Big 3 must haves of any CBD product should be that it is:

  • Organic
  • Full Spectrum
  • Lab-Tested

And don't just take the label's word for it either. Do your due diligence and check the actual lab results and ensure it's from a reputable lab. Ensure the hemp is sourced from a farm that has a long history of organic farming (free of pesticides, herbicides, heavy metals, etc). Remember, you're taking CBD for your health and well-being so you should ensure that you're getting the best quality product.

What were some of the highlights from the show?

I was pleasantly surprised by all the interest and knowledge about CBD products within the beauty and cosmetics sector. I was expecting most of my pitch would be heavy on educating about CBD but most people had at least heard enough to know they were interested in learning more. Compare this with an event I did just last December where no one had even heard the word CBD nevermind its anti-inflammatory and antioxidant benefits.

I was also very impressed by the IBE staff who were so friendly and helpful from beginning to end. I was also really thankful to our neighbors, Brooke and Jeff who were exhibiting right next to us for agreeing to switch booths with us when another vendor's very strong scented products started giving me a migraine headache. Then I took a double dose of CBD Sublingual Tincture and a couple of chocolate truffles of course!

What's next?
We're focused on gearing up for a special NYFW pop-up event. Details to follow soon, I promise!

xoxo Jena

P.S. Here are some pics from the show. Enjoy!


(Photo by  Daniela Kirsch)