Natural Wellness Inspired by Ancient Healing Traditions
The latest wellness products are merging science with effective, natural ingredients that tap into the healing power of hemp and cannabis. The Yield Growth Corp., a publicly traded company that is listed under the symbols: (CSE: BOSS) (OTCQB: BOSQF) and (Frankfurt: Y3G), is positioned right on the frontlines of this new industry.
When you’re putting cream on your face, do you want a product with a laundry list of chemicals and synthetics? No, not really. You’re looking for something that is safe, natural and gentle on your skin – something that gets results and is good for you at the same time.
These days, that’s not a tall order. There’s a proliferation of products available on the estimated $4.2 trillion-dollar global wellness market (even that number may be conservative), and the newest trend is botanical formulas that harness the potent properties of hemp and cannabis. The changing legal landscape of cannabis use has opened up a wealth of R&D and tremendous public demand.
“I think what we’re seeing now is this complete revolution of wellness and skincare that’s centered around Cannabis sativa and using the full spectrum of benefits of the plant,” says Penny Green, President and CEO of the Yield Growth Corp.
The Vancouver company is on the market with hemp-based skincare products through its consumer brand Urban Juve, and plans to launch several CBD brands in California early this fall. Yield Growth also has THC topical products approved for sale in Oregon. Yield Growth, at less than two years in, is just getting started.
“The cannabis industry as a whole is exploding all around the world as legalization completely changes people’s access to this ingredient,” Green says. “So, you can imagine the opportunity for companies to come in and become leaders in the space.”
Yield Growth is growing its customer base beyond North America and into Europe and Asia, and its e-commerce platform is built to scale up fast to handle sales in up to the $10 million range.
Here’s the important point: these cosmeceutical elixirs and body balms have nothing to do with getting high. They don’t contain the psychotropic parts of the plant. The feel-good factor is all about plant-derived results that soothe and smooth the skin, fight aging, reduce pain, boost circulation, improve sleep and much more. So, your medicine cabinet will look a lot different in the near future.
Yield Growth’s unique approach draws on the ancient healing practices of Ayurvedic medicine, a system developed more than 5,000 years ago in India to promote holistic, mind-body wellness. Ayurveda addresses the whole person, instead of an isolated set of physical systems – which is right on trend today as people are looking for natural therapies to heal the root cause of illness, instead of taking pills to mask the symptoms. All of the components of the hemp plant were key ingredients used as medicine for all kinds of therapeutic uses in Ayurvedic medicine.
“In the past hundred years, we’ve seen a focus on isolating specific components of a plant, or synthesizing them,” Green says. “This has certainly provided great benefits in modern medicine, but it disregards the holistic attributes of these plants.”
Yield Growth has developed high quality formulas for therapeutic uses with its product development team led by an Ayurvedic practitioner from India who had used similar botanicals to treat people with cancer and other serious illnesses.
All of the formulas in Yield Growth’s catalogue are made with essential oils and pure botanical extracts and are cruelty-free. Many contain hemp root oil made with a specialized extraction technology the company developed to preserve all the vital components. The formulas are also free from harmful substances.
“We basically took these ancient formulas that were part of a very ‘granola’ industry that existed at the time a few years ago and turned them into commercial products. First of all, this was about finding out how we could give them shelf life without using any kind of harmful additives,” Green says.
Yield Growth keeps its products completely natural. That means no dyes, parabens or sulphates. “We also don’t use formaldehyde – so all the things that are so toxic that are in so many modern consumer products. We don’t have any of that.”
The products have also been tested by laboratories for stability, so their potency doesn’t diminish on consumer shelves, another key selling point for both retail partners and compliance regulations here and abroad.
Beyond the current roster of luxury body and face creams and serums, Yield Growth is working to launch a line of carbonated wellness beverages with fruit extracts and hemp derivatives. A CBD-infused version of the beverage is also in the plans, depending on how legalities for distribution can be navigated.
With her experience navigating legal challenges and developing industry partners, Green is clearly the right person to have at the helm. She has a long track record of making things happen as a securities lawyer in capital markets and as a self-described “serial entrepreneur” in sectors ranging from online music to e-commerce to technology, pharmaceuticals and bioenergy. The Vancouver law firm that she built from the ground up was highlighted as one of Profit Magazine’s 500 fastest growing companies two years in a row.
What led her to cannabis? “I started to take marijuana companies public probably five years ago. Back in the day, they were mostly all about getting a license and just growing pot, which didn’t really interest me.” But she did see the potential that was to come, and decided to take her legal and technological expertise into relatively uncharted waters.
“The laws are so complicated and they’re constantly changing, so it is a huge challenge. When we acquired our product library, we were very careful. We have to make sure that every part of what we do had to be completely by the book because we knew we wanted to go public.”
Green says there are a lot of other cannabis products on the market that will have difficulty scaling up because they can’t navigate complex international regulations. Meanwhile, Green makes every move strategically and with a detailed understanding of what’s required to take Yield Growth to the global market, giving the company a strong competitive edge.
Already, the products are being recognized globally, with Urban Juve’s Anti-Aging Serum being featured in the September, 2019 issue of UK Vogue as part of a showcase of ‘Vogue’s Beauty Highlights,’ designed with the intention of promoting a range of hand-selected, premium beauty brands.
Part of the strategy was to bring on a management team that has deep experience with global brands, including Johnson & Johnson, Procter & Gamble, M•A•C Cosmetics (the No. 1 cosmetics brand in the world and the No. 1 followed brand on Instagram), Skechers, Best Buy, Aritzia, Coca-Cola and Pepsi Corporation.
She has a clear path for the future to turn Yield Growth’s brand portfolio into major players. “A big part of what we do is dealing with regulations, whether they’re packaging regulations, marketing regulations or ingredients regulations. Major brands can get distributed to every country and be in the major retailers because they follow all the rules. So we’re doing that right from the start.”