SoulCycle is taking CBD for a spin.
The cult fitness studio is now stocking Lord Jones High CBD Formula Body Lotion, $60, in all 85 studios and online. The lotion aims to provide anti-inflammatory benefits to users.
The partnership is something Lord Jones founder and chief executive officer Robert Rosenheck called "a meeting of the minds."
"SoulCycle is a visionary company and has built a fiercely loyal community believing in the holistic benefits of self-care from the inside out. This concept aligns beautifully with our mission to mainstream the health and wellness benefits of CBD," Rosenheck said.
This isn't SoulCycle's first beauty collaboration — the chain also partnered with Le Labo for its locker room toiletries back in 2017. SoulCycle has several merch collaborations under its belt, too, including apparel with Tory Sport and Champion.
SoulCycle's founding instructor Laurie Cole said she found Lord Jones on Instagram.
This is not Lord Jones' first fitness partnership — the brand previously partnered with Equinox for various wellness events.
Lord Jones has been at the forefront of the CBD boom, attracting celebrity users and expanding into Sephora in 2018. Later this year, the brand will open a cannabis boutique inside The Standard Hollywood hotel in West Hollywood, Calif.
For more from WWD.com, see:
The Normalization of Cannabis
CBD Takes America
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