Throughout the CBD and wellness boom, there is one brand that stands apart from the rest: Prima. Founded in March of 2019, Prima set out on a mission to reclaim health, happiness, and connectivity through their combination of honest science and innovation. In just over a year on the market, the brand has established itself as an industry-defining leader within the CBD and wellness space.
Before embarking on launching Prima, Co-Founder & COO Laurel Angelica Myers led brand strategy and product development at The Honest Company. She has a proven passion for mission-driven business, and is an established leader of people and product. We had a chance to chat with Myers on building a purpose-driven brand, focused not only on innovative products backed by science, but on educating consumers and redefining the way we view CBD.
What is your role at Prima, and what does your day-to-day look like?
I’m Co-Founder and COO, so depending on the day, that can look like a lot of things. No two days are the same, and that’s what I love about the job. I spend a lot of time supporting each member of our team from marketing, to PD, to ops, to sales on everything from high level strategy to in-the-weeds execution. Some days I’m evaluating the latest R&D samples for texture, smell, and performance (and trying them out on my whole family too), to speaking on webinars about being the first EWG Verified CBD brand, educating press and editors on the importance of becoming a certified B Corps, doing all of the assessment work to become a certified B Corps, evaluating creative packaging design for the latest new product, and yes, even buying toilet paper and hand soap for the office (when we used to be there) and acting as our in house IT. It’s soup to nuts and everything in between, and there’s nothing I’d rather be doing.
In just over a year on the market, Prima has established itself as an industry leader, achieved B Corp status, and secured a national partnership with Sephora. What factors have contributed to Prima’s success for such a young brand?
That’s a really hard question because it’s not any one thing, and honestly, it’s all of the pieces working together in harmony. I think at the core of it, it starts with a really clear mission and vision, and everything stems from there. We’ve been crystal clear on our values and vision from day 1 – from our approach to clean ingredients, scientific integrity, quality, to our desire to operate responsibly and to use our business as a force for good. We set out to be the leader in trust, transparency, quality, efficacy, and the three of us founders have been bullish on that vision from day 1 and don’t see it any other way. We are so fortunate to have an incredibly talented team that shares our passion, values, and vision, and works hard to bring it to life. And I think it’s that synergy, passion, energy, and alignment that ultimately leads to that kind of success. But we’re a young brand and we have a lot of road and hard work ahead of us, and we know that and can’t wait to see what the future holds.
The technology behind Prima is impressive, how has your innovation in the space given you the ability to tap into a range of audiences from professional athletes to beauty influencers that for other CBD brands have been harder to reach?
At the end of the day, it all comes down to product design, efficacy, and experience. Are you designing your product with a clear benefit in mind? Are you creating a scientifically-backed formula that achieves that promise? And is the experience something that those with the highest standards will love? That’s how we think and that’s how we approach product development. It’s about balancing clarity, conviction, efficacy, and beauty – and ultimately, connecting with people and making them feel seen and heard. One of the most important things is listening to the consumer and understanding their needs, and this is at the heart of how we think about and design products. We’ve also been very fortunate to have so much organic love for our brand and our products, and that word of mouth support has been one of the most exciting things to watch unfold, and something you can never predict.
If you could tell our readers one thing about CBD that everyone should know, what would it be?
That all of us (all mammals in fact) have a complex and robust system in our own bodies designed to manage stress and promote balance, called the endocannabinoid system, and that CBD directly supports the body in its ability to recalibrate and find this balance. That’s why it works for so many things – from stress, to immunity, to sleep, to skin – it’s interacting with a system that is deeply tied to all of it and bringing those systems back to center. And, that not all CBD is created equal. When it comes to strength, efficacy, delivery, and bioavailability – there is a lot of nuance that can make CBD extremely efficacious – or not. So know your brands, know your labels – look for transparency, quality, and credibility behind the brand.
“People First” is one of Prima’s core values. How does this relate to the culture that Prima promotes internally, as well as the community of super fans that the brand is cultivating?
At the end of the day, a business is a collection of humans coming together to all work towards a common vision and goal. Without people, there is no brand, there is no product, there is no business. For us we care deeply about how our own business impacts our employees, and their ability to take care of their own health and wellbeing, be with family, and invest in learning opportunities for career growth. We strive to be a culture of empowerment, positivity, kindness, and a can-do attitude – as well as openness and vulnerability in the effort of continual growth and improvement. And I think those same values are reflected in how we engage with our community. We seek to uplift – whether it’s through inspiring content, enlightening education, or experiences and voices that help people on their journey to individual and collective wellbeing.
Congratulations, the brand recently celebrated its one year anniversary – what are you most excited about for the future of Prima and its brand community?
So much – there is so much possibility ahead. But mostly it’s continuing to reach people who are looking for the solutions we offer, who are looking for the support our community provides for inspiration, connection, and empowerment, and continuing to touch more and more people with the impact of our products. Our potential to truly transform wellness has only just begun, and the future is bright and one we can’t wait to see unfold.
If you could pick one song that represents your brand community, what would it be?
“I’m Every Woman” by Whitney Houston.