Meet Elsa Navarro: Colombiana and CBD Cosmetics Guru

Elsa Navarro CBD Kuida BeLatina

The growing business of Cannabidiol (CBD) in the beauty industry is to date, a multimillion dollar trade that year after year grows and expands as much as the cannabis plants, AKA marijuana. As reported by Brightfield, in 2018, the market for CBD-derived products generated $591 million, estimating that by 2022 it will be worth $22 billion. Product manufacturers and cultivators are using the cannabis compound with significant medical benefits to create everyday product without recreational purposes. CBD can be found in almost every product in the market, from toothpaste to lip balms, from pain relievers to even body lotions. 

For the first time, a Colombian brand used the benefits of hemp-derived Cannabidiol (CBD) to a collection of skin and body care products for women. In October 2018, Kuida, launched seven products, Body Mist Relax, Facial and Body Scrub, Body Lotion, Regenerative Night Cream, Eye Contour, Step Ø Fluid, and Moisturizing Day Cream that promises incredible results while offering antioxidant, anti-aging, and hydration properties.  Each product falls under the CBDERM category, a technology, that according to the website is being developed specially for skincare based on the synergy of its active ingredients and cannabis Sativa, increasing antioxidant power on the skin as compared to vitamin E. 

Elsa Navarro, Skin Unit Director, is leading the development and sales of all Kuida skincare products. Navarro’s goal is to validate CBD as an effective ingredient for skin using the highest standards of quality, production, and regulation, while teaming up with one of the most prominent research hospitals in Colombia, Centro Dermatológico Federico Lleras Acosta, to develop clinical trials focused on the effectiveness of cannabis for dermatological conditions. 

BELatina interviewed Elsa Navarro via email and we got exclusive information about Kuida, what’s behind this promising beauty brand and its future, and most importantly when you can get your hands over the products.  

With so many categories in the beauty industry, why did you opt for a line dedicated to the CBD?

Khiron’s mission has always been to bring safe, effective and accessible cannabis products to all consumers. As part of this mission, we sought to create products in the beauty industry to dignify CBD as an active ingredient, especially as more and more research shows that CBD can bring powerful benefits, and as the beauty community becomes increasingly intrigued and interested to include CBD products within their routine.

We truly believe that CBD is a beneficial, effective ingredient for skin care — and we think introducing safe and scientifically backed products is the best way to prove that in the long-run. So, with Kuida, our goal was to create a comprehensive line of cosmeceutical products that would bring a synergy of CBD and other active ingredients to each formulation, and the consumers in Latin America and eventually across the world.

How is KUIDA different from every other CBD brand in existence?

At Kuida, we believe in bringing real benefits to the consumer and not just developing products that follow short-term fads. Through our research, we’ve developed our proprietary CBDerm Technology, which combines CBD with other active ingredients to achieve a synergy that creates a potent antioxidant effect on the skin. The unique synergy of CBDerm — and the real benefits it brings — sets us apart from other CBD cosmetics products you see in the market today.

Who is your target audience?

Women who are confident, curious, and always ahead of the curve — women who do it different! Our core audience is women between 25 and 45 years old open to understand new active ingredients and to include them in their unique daily routine.

What is the approximate time to see the positive results of KUIDA on our skin?

As with all responsibly created cosmetics, we can’t make “magic” promises! Results will vary on each person depending on the skin’s natural condition and how disciplined the person is in the daily routine.

What we can say for sure, is that comments from our customers during the 8 months we have been in the market reflect their positive reaction to our products because of their fast absorption, light textures and the amazing synergy we have created with top-of-the-line active ingredients.

For consumers who are not yet familiar with beauty products that contain CBD, what recommendations could you give them to trust your brand?

Since Kuida is produced by Khiron Life Sciences, a licensed medical cannabis producer, all of our products are required to be formulated to the highest standards of quality, production, and regulation. We have a well-respected and knowledgeable R&D team, headed by Dr. Edwin

Bendek, that works continually to validate our products with scientific evidence. Each of our formulations results from extensive research backed by studies, lab tests, and safety data to prove their benefits for skin. We take skincare seriously — and we know that when it comes to CBD skincare, product standards, safety, and education has become more important than ever.

What is the difference between CBD Cannabidiol and THC (Tetrahydrocannabinol)?

Out of the at least 113 cannabinoids that have been isolated to date, these two are undoubtedly the most well-known and most well-researched. Cannabidiol (CBD) and Tetrahydrocannabinol (THC) are both naturally occurring compounds found in plants in the cannabis genus. THC and CBD are different because of their differing physiological effects. CBD is non-psychotropic and therefore does not generate a “high” effect whereas THC is psychotropic and is the only known cannabis-derived compound to generate a “high” effect. CBD- Cannabidiol, is not a psychoactive component of cannabis and it is used in cosmetics due to its skin benefits, its anti-inflammatory and antioxidant effects (anti-aging) and its ability to conserve water in the skin (hydration).

Are your products tested on animals?


Can we find Kuida in the USA?

From Wednesday, June 26, we took our first step by unveiling Kuida at FounderMade East 2019, which is one of the most influential launchpads for the beauty industry’s most bold, innovative and up-and-coming brands in the U.S. We hope to have the products on the U.S. market by fall 2019!

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