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Martha Stewart unveils latest CBD venture: topicals



Martha Stewart — businesswoman, icon of modern homemaking and OG influencer — launched her CBD skin care line Jan. 19.


Aptly named Martha Stewart CBD Wellness Topicals, the brand builds on Stewart’s existing line of CBD gummies, oils and softgels. In addition to CBD, the line uses research-backed plant extracts and essential oils to activate certain areas of the brain, promoting relaxation and reducing anxiety.


Here’s the lineup of new topicals:

• Super Strength CBD Cream – formulated with magnesium and ginger for muscle recovery

• Sleep Science CBD Cream – with lavender and vetiver for better sleep

• Daily De-Stress CBD Cream – with neroli and ho wood for stress management


"I believe that living well can be simplified by focusing on practical and effective solutions," Stewart said in a press release. "I am thrilled to help improve our customers' daily lives through proven formulations that make wellness accessible and convenient, with offerings that address muscle discomfort, sleep deprivation, and stress."


"I believe that living well can be simplified by focusing on practical and effective solutions [...]. I am thrilled to help improve our customers' daily lives through proven formulations that make wellness accessible and convenient, with offerings that address muscle discomfort, sleep deprivation, and stress."

— Martha Stewart


For Stewart, this represents an expansion of her existing CBD product line, which includes gummies (“pâte de fruit”), softgels and oils in flavors like Meyer lemon and blood orange. She has a separate line of tinctures and soft-baked chews for pets (chicken and cranberry flavor for calm, chicken-blueberry for mobility, and chicken-blueberry-anise for general wellness).


As with those two lines, Stewart worked with Canadian cannabis manufacturer Canopy Growth Corporation to develop the formulas for CBD Wellness Topicals. Another collaborator was Marquee Brands, which acquired the Martha Stewart brand in 2019.


Dr. Anna Persaud, vice president of skincare and topicals at Canopy Growth, said the formulas were "proven to work and tested with consumers, [...] scientifically formulated and rigorously tested at the peak of industry standards."


“My curiosity was initially kindled by Snoop Dogg. I did three seasons of our show, 'Martha & Snoop's Potluck Dinner Party,' learning a lot about cannabis. I’m not a user of cannabis but then I got very interested in not only cannabis but also in hemp and the derivatives.”

— Martha Stewart, in an interview with CNBC


Stewart has said she's avoided THC since smoking a joint in the 1970s. But her friendship with musician and cannabis enthusiast Snoop Dogg has opened her to the benefits of the plant.


In 2020, Stewart told the New York Times she’d gotten a pleasant-feeling contact high after sitting next to Snoop Dogg for seven hours at Comedy Central’s 2015 “Roast of Justin Bieber.”


“Snoop must have smoked 10 giant fat blunts, and I inhaled all that smoke,” she told the Times. “I felt really good.”


In 2021 she told CNBC, “My curiosity was initially kindled by Snoop Dogg. I did three seasons of our show, 'Martha & Snoop's Potluck Dinner Party,' [which first aired in 2016] learning a lot about cannabis. I’m not a user of cannabis but then I got very interested in not only cannabis but also in hemp and the derivatives.”


Stewart’s CBD Wellness Topicals are formulated with broad-spectrum CBD made from plants grown in the U.S. At launch, each product is available in 20mL, 50mL and 150mL sizes. Prices range from $19.99 for 20 ML to to $99.99 for 150 mL.

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