A major toothpaste brand is set to enter the hemp and CBD industry.
Colgate Palmolive has announced one of its brands has launched a new line of CBD oral healthcare products.
In January, the company announced it would acquire Hello Products, an oral care brand based in New Jersey.
Colgate President and CEO Noel Wallace told Cosmetics Design the company’s ‘impressive product line’ and ‘strong connection’ with younger consumers made Hello Products one to watch.
The ‘naturally friendly’ brand launched its seventh new CBD product last week.
Its range currently includes three CBD toothpastes, two mouthwashes, and two lip balms, each of which contains broad-spectrum hemp oil and hemp extract grown by US farmers.
The products became available for purchase on February 1 exclusively at 1,190 Ulta Beauty stores, the company said in a statement. The products are also available for purchase on the Ulta Beauty website.
Hello first launched a hemp seed oil line in October 2019, which included toothpaste, mouthwash, and dental floss to test the CBD waters.
Founder of Hello Products Craig Dubitsky said: “At Hello, we are proud to thoughtfully source innovative ingredients that our brushers seek, and deliver them in ways that continue to surprise and delight.
“It’s an incredibly exciting time for Hello, and this new collection is a really fun and engaging way to expand our product portfolio.”
The brand’s CBD toothpaste is its first to be made of plant-based tubes, while its mouthwash bottles are made with 25% recycled plastic.
All Hello Products are Leaping Bunny certified, vegan, and free from artificial sweeteners and flavors, dyes, parabens, alcohol, sulfates, microbeads, dairy, and gluten.
On its website, the company describes itself as an ‘ independent, entrepreneurial company of passionate doers obsessed with making the world a friendlier place…starting with your mouth.’
The Hello Products acquisition was a stock-and-cash deal expected to close no later than February 2020.
The full range:
- CBD tea tree oil fluoride-free toothpaste
- CBD tea tree oil fluoride toothpaste
- CBD activated charcoal fluride-free toothpaste
- CBD aloe vera soothing mouthwash
- CBD activated charcoal soothing mouthwash
- Natural strawberry vegan lip balm
- Natural sweet mint vegan lip balm
Founded in 2012, Hello now has products available in over 44,000 retail locations across the country. Since 2013, it has been financed by Tenth Avenue Holdings, which sold the business to Colgate.
Speaking of the company’s success, Dubitsky added: “What started as an oral care line is now evolving into a naturally friendly personal care company. We’re confident we can provide a wide range of delicious tasting, highly effective, naturally-friendly products that our retail partners and their shoppers can fall in love with, and that elevate the everyday.”
All of Hello Products’ CBD range has been third-party tested for traceable levels of CBD and contaminants, and customers can scan a QR code on their product to see the results of its batch test.
CEO of the company Lauri Kien Kotcher said: “We see huge growth potential for Hello. Our new, groundbreaking launches, along with the continued success with our retail partners has encouraged us to think big and accelerate the rapid growth of our personal care assortment, with several more exciting innovations to follow later this year.”
CBD was legalized in 2018 when the Farm Bill for that year was passed and has been rapidly growing ever since. Now, consumers can buy everything from tinctures to CBD coffee in the hope of reaping the claimed therapeutic benefits.
Although brands cannot promise certain effects, users have claimed specific benefits of CBD including relief from pain, relaxation, and better sleep.
No further details of Hello’s relationship with Colgate have been announced.