Leading all-outdoor cultivator and manufacturer of global cannabis products and brands Flora Growth Corp. announced this week that its Flora Beauty division has signed agreements with a pair of new retail outlets to feature its two skincare brands, Mind Naturals and Awe (Ô), boutique retailer Showfields and app-based online retailer GlossWire.
Showfields will feature the Flora Beauty lines at its flagship location in Miami’s South Beach district as well as through its online store. The campaign launch is expected to begin Nov. 8. GlossWire will begin offering the brand lines on its digital marketplace starting Nov. 10.
“We are very excited to see a forward-thinking retailer like Showfields seek out our brands for their newest flagship location,” said Flora Growth President and CEO Luis Merchan. “Beyond the ability to generate additional revenues, we are thrilled to be a part of this innovative concept that reimagines experiential retail and provides us the opportunity to tell the compelling stories of these brands.”
Showfields’ Miami location opened in 2020 and is its second site. The retail concept’s flagship location is located at 11 Bond Street, in New York City, with pop-up experiential locations such as Showfields x Los Angeles in Century City launching this year.
Digital retailer GlossWire is an innovative global marketplace featuring a highly curated mix of emerging and established brands that are making an impact in the beauty and grooming spaces.
“As GlossWire looks at innovation and trends in the beauty and wellness space, both Mind Naturals and Awe (Ô) fit the criteria of what we look for when bringing on both emerging and established beauty brands,” explained Kimberly Carney, GlossWire founder and CEO. “The fact that both are under the Flora umbrella allows us to have a larger conversation about how we can support them from a trend and technology perspective, which is what the GlossWire marketplace excels at providing for both brands and the consumer.”
Launched in February, GlossWire is an offspring of digital fashion marketplace FashWire. For the consumer, GlossWire offers organic discovery of worldwide beauty dedicated to curation, education and community with immersive swipe voting and feedback for the brands. Beauty brands can leverage that feedback to further expand their offering to consumers to improve and streamline their strategies.
The expanded retail opportunities come following the recent recognition of the Mind Naturals brand at the 2021 Cosmoprof North America (CPNA) event held in mid-September. Specifically, Mind Naturals’ CBD Rich Moisturizer was selected for its innovation in biodegradable packaging and featured in a report as one of the most trendsetting products.
As a cannabis company, Flora leverages natural, cost-effective cultivation practices to supply cannabis derivatives to its diverse business divisions of cosmetics, hemp textiles, and food and beverage. As the operator of one of the largest outdoor cultivation facilities, Flora strives to market a higher-quality premium product at below market prices.
By prioritizing natural ingredients and value-chain sustainability across its portfolio, Flora creates premium products that help consumers restore and thrive.
