Natural products manufacturer NOW has launched three CBD topical body care products under its NOW Solutions line. The products are formulated using a broad-spectrum hemp extract include a CBD Joint & Muscle Cream, CBD Balm, and CBD Massage Oil.
While CBD has experienced some turbulence with US consumers and regulatory bodies in recent years, “these have been long awaited, pending for over five years while we made sure to follow all of the legal guidelines carefully around our CBD decision and process,” said Tina Tews, Beauty & Aromatherapy Category Manager of NOW Health Group in the company’s press release, as “it was important to us to create products that endure rather than quickly jump on a trend.”
We spoke to Tews for further insight into the launch, including the primary motivation behind NOW’s decision to enter the CBD market and how the new products differ from similar offerings currently available to consumers.
Delivering a safe product to consumers
Family-owned company NOW has been operating in the natural products space for over 55 years, and the decision to enter the CBD product market was not one that the company took lightly.
“CBD products have obviously been a trending category for years, but as with any product launch, we wanted to ensure that the products would meet our high quality and safety standards,” said Tews.
Considering the “growing body of research supporting the benefits of CBD, particularly in topical formulations,” she explained, the new products were something that NOW has had in development for many years.
However, the legal challenges regarding CBD products are well known and were of significant consideration to the NOW team when developing the new products. “NOW is very diligent about following all applicable regulations and has long chosen to avoid using materials that don’t have full federal approval,” Tews explained. Regarding the new product launches, she added, “On the topical side of the market, there is a much clearer path to offer CBD products that meet regulatory requirements than on the supplement side.”
As “topical THC-free CBD products are legal in all 50 states,” she shared, NOW was subsequently able to develop and release “formulations [that] are designed to provide all the benefits of the hemp plant without the THC.”
Fitting into the existing market
As reported by market research firm Precedence Research, “the US CBD consumer health market size was estimated at $7.81 bn in 2023 and is projected to surpass around $31.11 bn by 2033 at a CAGR of 14.79% from 2024 to 2033.
Therefore, the topical market share is substantial, and NOW’s formulators focused on developing and launching products with attractive attributes to consumers.
“Our CBD products are broad spectrum, so they don’t contain THC,” said Tews, which means that the company’s “broad-spectrum topical products provide all the benefits of the Cannabis sativa L. plant.” The product formulations include “soothing botanical ingredients like menthol, arnica, calendula and capsaicin, without the impairing effects of THC,” she explained. The products are designed for consumers who are “looking for supportive products to use around muscles and joints, as well as for skin support,” she added.
NOW has plans for future launches in the CBD topical space, Tews confirmed. “We will be launching a new Muscle Zen™ essential oil blend very soon that pairs well with the CBD Massage Oil,” she concluded.
