Henkel is launching a direct to consumer haircare brand Wellphoria
In April 2020, Henkel registered the trademark for Wellphoria for hair care, styling, hand and body lotions comprising hemp-derived CBD. The move comes as Henkel expands its direct-to-consumer position, including its recent majority stake in Invincible Brands.
The brand is being rolled out soon, direct to consumer (via www.wellphoriabeauty.com) and also via professional back bar channels. Participating professional beauty suppliers for the range include Merit Beauty Supply and New York City Beauty Supply.
All products in the first range by Wellphoria retail for $24. All the products from their range feature 50 ppm CBD, as well as hemp seed oil. The product mix comprises of a nourishing shampoo, conditioner, intensive treatment, masque hair & scalp oil, nourishing hand and body lotion and more!