Adam JacksonSky Marketing Corp. has acquired CBD beauty and wellness brand Prima from The Hedgehog Co. for an undisclosed amount, according to Beauty Independent.
The deal gives the hemp consumer packaged goods holding company a strategic foothold in the CBD beauty sector, complementing its existing portfolio that includes cannabis edibles maker Hometown Hero and performance recovery brand Orca.
“Prima fills an important void in our portfolio by offering the highest quality skincare and body care we’ve ever seen in the CBD industry,” Sky Marketing Chief Operating Officer Olivia Le Meur told the outlet.
The acquisition comes after a turbulent period for Prima, which saw a failed merger attempt with hemp wellness producer Prospect Farms in late 2022 that would have created Uplifter Brands. After that deal collapsed, Prima was acquired by turnaround specialist The Hedgehog Co.
Sky Marketing plans to focus on direct-to-consumer sales while expanding Prima’s retail presence, which was reduced to Beauty Heroes after previously being carried by major retailers including Sephora, where Prima’s founders helped establish CBD product standards.
The brand’s current lineup includes facial oils, body care and bath products, according to the outlet. Assaf, who now serves as director of communications at OSEA Malibu, will stay involved as an advisor to Sky Marketing for the Prima brand.
Jeannie Jarnot, founder of Beauty Heroes, said her company has consistently positioned CBD as one component among other botanical ingredients rather than a trend.
“We’ve supported the brand consistently over the years and would love to see it experience a renaissance,” Jarnot said to the outlet about Prima’s future under Sky Marketing ownership.
The deal is expected to close in early 2025. Financial terms were not disclosed.
