Sagely Naturals is strategizing its place in the CBD market, marshaling DTC and wholesale tactics while focusing on expanding in the sleep category to edge out competition

The market for CBD and other cannabis-infused products becomes more crowded by the minute, with many new brands jockeying for attention from the white hot health and wellness industry. Hemp-infused products, which feature the bodily effects like pain management and anxiety relief without the high of THC, are now legally sold everywhere from Anthropologie to CVS.

One brand, Sagely Naturals, is looking to cut through the noise by prioritizing consumer education and focusing on relevant brand partnerships. Co-founders Kerrigan Behrens and Kaley Nichol take their role in an emerging category seriously, which in part inspired the choice to sell both wholesale and direct-to-consumer. “Because CBD is such a new and emerging category, being on the shelves of retailers across the country goes a long way in allowing people to discover and access CBD,” Behrens told PSFK. However, DTC remains an important channel, and allows the brand to respond to customer feedback—its latest Dreamwell collection comes in response to requests for sleep-focused products.

CBD has in fact become especially relevant as sleep becomes a hot category within the overall wellness market. Sagely Naturals has positioned itself squarely in the eyeline of this demographic, with female-focused brand messaging alongside topicals and supplements that promise to ease sleep. The brand has also partnered with women’s intimates brand Cosabella for a unique collaboration designed to meet the full-spectrum needs of sleep-deprived women, from comfortable apparel to before-bed oils. “They are the perfect launch partner for this collection,” says Behrens. “There is nothing other than CBD that makes me look forward to my bedtime ritual as much as luxurious sleepwear.”

Behrens has high hopes for the future of her brand, as well as the CBD category in general, but remains conscious of an inability to future proof a business under such rapidly changing regulations. “What we can do is dot our i’s and cross our t’s—we are super conservative when it comes to our marketing and follow the FDA guidelines because that’s just the right thing to do to protect consumers’ interests,” Behrens says. “While we were early to this space and have been forced to operate in grey areas, we still think it’s critical to follow the rules and set the standards for this emerging industry.”

Sagely Naturals

The market for CBD and other cannabis-infused products becomes more crowded by the minute, with many new brands jockeying for attention from the white hot health and wellness industry. Hemp-infused products, which feature the bodily effects like pain management and anxiety relief without the high of THC, are now legally sold everywhere from Anthropologie to CVS.

One brand, Sagely Naturals, is looking to cut through the noise by prioritizing consumer education and focusing on relevant brand partnerships. Co-founders Kerrigan Behrens and Kaley Nichol take their role in an emerging category seriously, which in part inspired the choice to sell both wholesale and direct-to-consumer. “Because CBD is such a new and emerging category, being on the shelves of retailers across the country goes a long way in allowing people to discover and access CBD,” Behrens told PSFK. However, DTC remains an important channel, and allows the brand to respond to customer feedback—its latest Dreamwell collection comes in response to requests for sleep-focused products.