Molly Sims is the latest celebrity to invest in the wellness space.
The model-turned-influencer has invested in CBD brand Sagely Naturals, WWD has learned. Terms of the investment were not disclosed, but the amount put in is “in line with other angel investments,” according to a source close to the brand.
Sagely Naturals specializes in hemp-derived CBD products for pain management, including ingestible and topical creams, sprays, oils and roll-ons, and this month is launching a facial skin-care range. It positions itself as an approachable CBD brand for a consumer who is more accustomed to shopping at Anthropologie than a dispensary, and is sold in high-end retailers such as Nordstrom and Neiman Marcus.
It was Sagely’s new skin-care range that attracted Sims to the brand — she was sent the products by a friend, another investor, to test out for her online platform, Mollysims.com, where she creates fashion, beauty, wellness, lifestyle and parenting content.
“The line is awesome,” Sims said. “Because of my hyperpigmentation from pregnancies, I was constantly stripping my skin. I didn’t know about the anti-inflammatory properties [of CBD] for skin.”
Sagely’s Brightening CBD skin-care range consists of three products infused with hemp-derived CBD oil, cannabis sativa oil and botanical ingredients including meadowfoam seed oil, camu camu, rosehip oil and bakuchiol seed oil, which were added for their brightening properties. Products include the Brightening CBD eye cream, $49; Brightening CBD Night Cream, $64, and Brightening CBD Serum, $89. Skin care was a specific request repeated by a core group of customers — more than 70 percent of Sagely’s base is women — said Sagely Naturals cofounder Kerrigan Behrens.
“They were in the process of switching over their medicine cabinets to natural, and they were finding that the performance wasn’t as high [as conventional skin care],” Behrens said.
The efficacy of CBD in facial skin-care is largely under-researched, said Behrens, though she noted that especially hemp-derived CBD oil contains moisturizing and anti-inflammatory benefits. Despite an influx of beauty brands on the market now making CBD skin-care products, Behrens noted that many of them only contain CBD isolate or just hemp oil, and don’t contain anti-inflammatory properties.
For Sims, the investment in Sagely marks her turn from influencer to investor. Over the past several years, the former model has built a sizable social media following and become known for her product recommendations. She is often early to trends in the lifestyle and wellness sectors, putting her stamp of approval and promoting items and people who later go on to become more widely popular, such as The Home Edit, a closet organization business. Sims is also producing an upcoming Netflix show.
“I have a pulse on product — I can see when [a trend] is coming,” said Sims, who said she at first was skeptical of the benefits of CBD before using the brand’s pain-relief products on family. “Now, I want to put my money where my mouth is.” Sims said she’ll consider investing in other companies only if it’s “on-brand” for her, and with something she feels she can offer meaningful expertise. “I’m honest with what I use,” she said. “I convert and I’m truthful. I love skin care and I talk to Kerrigan all the time and tell her, ‘Hey, look I don’t think we should do this [or that].'”
As an investor, Sims plans on being actively involved with the brand, offering advice on formulation, packaging and marketing. Sagely Naturals, founded in 2015, has thus far raised two rounds of capital from angel investors and venture capital firms.