Sky Marketing Corp. purchased CBD beauty brand Prima (formerly The Hedgehog Co.) from The Hedgehog Co., for an unspecified amount. Beauty Independent.
The hemp-based consumer goods company now has a strong foothold in CBD cosmetics, and can add to the existing product portfolio which includes Hometown Hero cannabis edibles as well the performance recovery brand Orca.
Sky Marketing’s Chief Operating Officer Olivia Le Meur said that Prima filled a void by providing the best quality body and skincare products in the CBD market.
After a turbulent year for Prima that saw the failed attempt to merge with hemp wellness producers Prospect Farms and create Uplifter Brands, in 2022. The Hedgehog Co. bought Prima when the failed deal with Prospect Farms collapsed.
Sky Marketing will focus on direct to consumer sales, while expanding Prima’s retail presence. Prima was previously carried by Sephora and other major retailers, including Sephora where Prima’s founding members helped to establish CBD standards.
According to the outlet, products currently available include body lotions, bath and facial oils. Assaf will continue to be involved in Sky Marketing as an adviser for the Prima Brand, even though he is now director of communication at OSEA Malibu.
Jeannie Jarnot is the founder of Beauty Heroes. She said that her company consistently positions CBD as a component in a blend with other botanicals, rather than just a trendy ingredient.
Jarnot told the outlet that he would like to see Prima experience a revival under Sky Marketing’s ownership.
This deal should close by the start of 2025. The financial terms of the deal were not revealed.