Moving the hemp-derived ingredient away from its alignment with weed culture as well as luxury, this just-launched brand offers products designed for high-functioning results for everyday consumers and encourages wellness through routine and care rather than just treating symptoms

While many brands entering the CBD space are focused on elevating the ingredient beyond its associations with cannabis and into a luxury product, HATH is focused on accessibility. With a welcoming aesthetic and price point below many competitors, the brand seems positioned to scale and enter the grocery or drug store space in markets beyond New York and West Coast metropolises. Its delivery system—thus far, capsules and transdermal patches—are familiar to anyone who has taken a supplement or dealt with general pain. Rather than focus solely on relaxation and pain relief, however, HATH also offers day capsule, designed for busy consumers seeking a high-functioning supplement.

PSFK provides access to this article and every report, case-study, interview, and analysis that we publish for our members. PSFK Professional Membership also unlocks accessto unlimited customized research assistance and our database of over 100,000 insights on innovation trendspanning across eight industry sectors—from culture and brand to retail and customer experience.
Already a members? Log in