Supermodel-turned-entrepreneur and philanthropist Kathy Ireland launched her long-awaited line of CBD infused wellness products. Ireland said she hopes the line of serums, butters, and rubs will offer consumers some much-needed self-care amid the ongoing COVID-19 pandemic.
“Our products, while they’re beauty products, we really look at them as health care,” Ireland told Cheddar. “In the time of COVID, what people are calling beauty, we consider this really to be personal care.”
“We’re all indoors a lot. We really want to take care of our skin and take care of ourselves,” she said.
“CBD is something that we’ve been interested in for years,” Ireland said. “I was always kind of surprised by the controversy around CBD. Our products don’t contain THC…and it’s like we give our children grapes but not wine.”
Prior to 2018, when the Farm Bill officially removed CBD from the Controlled Substances Act, it was still relatively novel for celebrities to endorse CBD and cannabis products. In 2021, that’s no longer the case. Celebrities from actress Nicole Kidman to model Gigi Hadid have endorsed CBD. Others, including lifestyle maven Martha Stewart and athlete Megan Rapinoe, have launched their own brands.
“Celebrity brands are great, however, that’s never been our DNA. That’s not what we are. It takes more than an autographed photo to really build a business and bring these great products to market,” she said. “I get accused of being a control freak. I prefer to think of it as passionate.”