If you haven’t heard about it yet, where have you been?
I’m talking about Cannabidiol, or CBD, the ingredient being credited with a growing list of health benefits and, as a result, is rapidly transforming much of the consumer product landscape. Both Dr. Sanjay Gupta and Dr. Mehmet Oz are just a few mainstream medical professionals praising CBD’s wellness impact.
Companies from virtually every consumable category, including beverages, dietary supplements, skin care and pet products, are actively exploring the opportunities, including our own direct selling channel. Our own research shows that direct selling companies will sell $300 million worth of cannabidiol-related products in 2018, making direct selling the largest channel of distribution for the growing CBD product sector.
The trends indicate that global direct selling sales of CBD products could exceed $1 billion by 2020. Established companies, as well as a growing number of startups, have begun announcing their entry into the market.
Our cover story, by Sarah Paulk, describes the unique history that hemp/CBD has played in the United States, it’s recent rise in the media, and how direct selling companies are taking the lead not only in sales but in helping educate consumers on its wellness benefits.
With an ingredient that is as misunderstood as CBD, the direct selling channel may prove to be the perfect fit for companies seeking channels of distribution. Direct sellers are known for their one-on-one training and education methods that can meet the consumer on a personal level even if it’s the first time they’ve heard of CBD oil. That personal connection and ability to address specific misconceptions has the potential to create a loyal customer base.
We are excited to share with you a two company spotlights, Mannatech and Maskcara Beauty. Since it’s founding in 1994 Mannatech has made a name for itself with its commitment to innovative products and sound science. President & CEO Al Bala says sound science is obviously important, but will only take you so far. “At the end of the day, every company is going to rise and fall on the value they provide to an ultimate customer.”
From 2009 until 2013, Cara Brook ran her blog sharing beauty tips, tutorials and product recommendations. In her day job as a makeup artist, Cara had always used highlighting and contouring, a makeup technique to accentuate a client’s best features and give an airbrushed look. As the technique went mainstream, Cara saw what could be her big opportunity, so with her $30,000 in savings coupled with some family investment Maskcara Beauty was born. But that is just the start of this amazing entrepreneurial story. Be sure to read it in its entirety starting on page 50.
Save the Date—10th Annual Global 100 Celebration Event—April 24, 2019.
Before your calendars get too full, be sure and circle April 24 on your calendar, and better yet head to https://dsnprd.wpengine.com/global-100/ and register you and your team, or even sponsor a table. We will continue to share more details as they become available.
All the best,