Khiron Life Sciences Corp (CVE:KHRN) Wellness Brand Kuida Present at FounderMade
Khiron Life Sciences Corp (CVE:KHRN) (OTCMKTS:KHRNF) (FRA:4KH) consumer brand Kuida Cosmeceuticals was present at the FounderMade event in New York City earlier this month. FounderMade organizes various conferences used to discover and scale for consumer brands and retailers. FounderMade helps consumer brands expand their businesses and launch innovative products through their Discovery Show, invite-only CEO Summit, and membership program. Elsa Navarro, the Skin Unit Manager for Khiron Life Sciences joins Fraser Toms to discuss the turnout and feedback.
Narrator: Kuida Cosmeceuticals, the first consumer brand of Khiron’s wellness business unit, brings the benefit of CBD to a comprehensive portfolio of skin care products, both face and body care products for women.
Kuida uses a technology developed specially for skin care based on the synergy of its active ingredients and cannabis, naturally boosting the antioxidant action; this is called CBDerm.
Khiron is the first brand in Colombia to develop cosmeceutical products based on the benefits of CBD. Khiron trades on the TSX Venture under the symbol KHRN.
Fraser Toms: Hi. We’re joined by Elsa Navarro, who is the Skin Unit Manager for Khiron Life Sciences. Elsa, how are you?
Elsa Navarro: Fine, very well. Thank you so much for having me again.
Fraser Toms: Yeah, no problem. Great. So we understand that you guys attended the Founder Made event. Can you give us an idea what that was all about?
Elsa Navarro: Well, Founder Made is a really VIP event. It took place last week in New York City, and it’s a perfect opportunity to showcase new brands to specific retailers, media and influencers only. So it was a great opportunity for showcasing Kuida for the US market.
Fraser Toms: What do you feel is presenting a brand at an event like that? Are you kind of unique in the space?
Elsa Navarro: It’s a great opportunity to realize that we’re going from local to global and that we’re really creating competitive brands here in Khiron. It was amazing for us in such a competitive landscape as it is, Founder Made, to see that our products have a completely different story from other CBD-based products. We’re a complete-range brand, and our quality, our packaging, were really appealing to the decision-makers.
Fraser Toms:What about the kind of feedback you were getting at the event? Tell us what kind of stood out to you, and how people seemed to receive the brand?
Elsa Navarro: It was really exciting for us to get the feedback. Buyers, influencers, were amazed, first because of the branding; we were telling the story, then when we’re teaching people the texture, that we are really competitive with any other cosmetic brand. And as well, our explaining about CBD and our CBD technology that really explains how CBD is competitive and an active ingredient that has a lot of potential for the future.
Fraser Toms: Yeah. And Founder Made was in New York City, obviously, and so the relationship with Dixie Brands being a US company, how does that impact the presentation?
Elsa Navarro: I think this was the perfect opportunity to start our joint venture. As you know, we have a 50/50 joint venture with Dixie; they have really great relationship with retailers, but this was the first opportunity to work together as a team and to be able to showcase our products to this 20 billion million market in the US when we’re talking about cosmetics.
Fraser Toms:Yeah. So if I were to drive down south of the border now, would I be able to pick up some Kuida products yet?
Elsa Navarro: Well, really soon. We’re hoping to be there at the end of this year; we’re pending the TSX approval, we’re working on that. But for sure by the end of this year, we’ll be in the first retailers in the United States..
Fraser Toms: Okay, great. And so that sounds like a good timeline. When was the product launched, just to see how far we’ve come?
Elsa Navarro: We launched Kuida here in Colombia last October. We were on shelves in November, so it’s been really fast.
Fraser Toms: And was it kind of a strategic thing, like you saw there was a need for a new entry in the cosmeceutical space?
Elsa Navarro: You know, here in Khiron we’re always looking for the global opportunities; understanding the regulatory framework of each country has allowed us to identify these opportunities. Also, the showcase in expos like this, the first one that we had at CosmoPro Bologna, I think the JV with Dixie, has opened up a lot of opportunities. So for sure right now, entry in the United States market is a big step for us.
Fraser Toms:And just to get into the product a bit more, how does it actually work? Like, what’s the pitch to a potential customer in terms of benefits for their skin?
Elsa Navarro: Thanks for that question, because we’re always teaching consumers that we have to take into account the CBD has to interact with other active ingredients, as are any other active ingredients in the medical industry work. And now with our own technology, CBDerm, we have discovered that we have a really potent antioxidant action into the skin. And that’s our first claim that we’re able to prove and to show to a consumer.
Fraser Toms: And just for also the consumer, what’s the difference between using CBD and THC? Do you use any THC in any of the skin products?
Elsa Navarro: No. Remember that CBD is like one of the non-psychoactive ingredients that you can find the cosmetic blend and that is allowed to sell over the counter in cosmetics. For THC you will have to have a prescription product, and it should be controlled by a doctor or a specialist. So in cosmetics, we only use CBD.
Fraser Toms: Okay, and so for the investor looking at sort of potential and future sales, is there any legal hurdles to selling the product in the United States, for example?
Elsa Navarro: Well, right now, the Unite States has been changed the regulations really rapidly. Now, more states are allowing it, and understanding the difference between CBD and hemp-derived CBD, which is allowed in the United States right now, and THC. Understanding the plant, understanding cannabis as a whole. So right now, we are able to sell in many markets, but it depends on the TSX for us.
Fraser Toms:Absolutely. Well, thanks, Elsa, and I really look forward to seeing how the market receives the products in the coming months and years.
Elsa Navarro: As we are. Thank you so much for the opportunity.
Fraser Toms: Okay great, thanks.
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