Rendering of Toni Braxton and her family on a Times Square billboard

The Vitamin Shoppe is getting into CBD in a big way by introducing the Uncle Bud’s Hemp collection in all of its stores and recruiting Toni Braxton to endorse the new products.

The Vitamin Shoppe called the arrangement “an exclusive partnership” whereby Uncle Bud’s will be the sole CBD-infused personal-care brand sold at the more than 770 The Vitamin Shoppe locations in the U.S. The Uncle Bud’s collection, as well as the Miss Bud’s skin-focused beauty line, will be available in the retailer’s stores and at http://www.vitaminshoppe.com.

Sharon Leite, chief executive officer of The Vitamin Shoppe, cited her company’s expanding ingestible and topical CBD hemp extract offerings. “Adding Uncle Bud’s and Miss Bud’s to our assortment reflects our mission to provide our customers with the most trusted solutions, guidance and services to help them become their best selves, however they define it.”

Braxton, the singer and Grammy winner, uses Uncle Bud’s to ease her discomfort associated with lupus, though she says using the brand is a family affair. “The boys love the pain relief cream post-basketball, and my mom is a big fan of the hand and foot cream.”

A billboard of Braxton, her sons Denim and Diezel, and the singer’s mother will appear in Times Square on Aug. 12.

Combined, Uncle Bud’s and Miss Bud’s have more than 20 CBD-infused products and 30 hemp seed oil based products. The Vitamin Shoppe Uncle Bud’s CBD offering includes skin care, pain relief, body care and sun care products made in the U.S.

Uncle Bud’s was cofounded by Garrett Greller, who was diagnosed with arthritis at a very young age. After little relief, he searched for a natural alternative and when he was just 19 ended up working with a domestic, FDA-registered manufacturer to formulate a hemp-based natural solution to help sufferers of daily aches and pains.

Uncle Bud’s products are also sold at GNC but those products do not contain CBD unlike The Vitamin Shoppe’s exclusive Uncle Bud’s product line which do contain CBD.

CBD is short for cannabidiol and is one of more than 80 compounds called cannabinoids extracted from the cannabis sativa plant. The two most well-known of these compounds are CBD, which does not get you stoned, and THC, which does.