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Avicanna’s Evidence-Based and Dermatologist Tested CBD Derma-Cosmetic Brand Pura Earth™ to be Launched in Adult-Use and Medical Channels Across Canada in Q2 2021

May 26, 2021 07:30 ET | Source: Avicanna Inc. Avicanna Inc.

  • The THC-Free, CBD derma-cosmetic brand is the first known CBD skincare line to be clinically tested and commercialized across cannabis channels nationwide in Canada.


TORONTO, May 26, 2021 (GLOBE NEWSWIRE) — Avicanna Inc. (the “Company” or “Avicanna”) (TSX: AVCN) (OTCQX: AVCNF) (FSE: 0NN), a biopharmaceutical company focused on the development, manufacturing, and commercialization of plant-derived cannabinoid-based products is pleased to announce that three (3) Pura Earth products are to be launched in Canada in Q2 2021 through the Medical Cannabis by Shoppers™ online portal, and in adult-use channels including the provincials retailers and storefronts in Ontario and Saskatchewan.

Pura Earth and the Potential of CBD Skincare

The Pura Earth product formulations have been developed and optimized to deliver purified, THC-free cannabidiol (“CBD”) in synergistic combinations with other natural ingredients known to provide specific functional benefits in skincare 1 – 2 . CBD has been shown to promote skin health by inducing antioxidant, anti-inflammatory, and anti-apoptotic responses that could be beneficial for a variety of dermatological conditions as eczema or atopic dermatitis 1-3 . In addition, CBD can down-regulate the activity of cells that are critical in the production of skin oils and therefore may dampen the production in acne-prone skin 4 .

The three (3) Pura Earth products are dermatologist tested to ensure there are no occurrences of skin irritation or sensitization; and demonstrated to have physical and chemical stability and have shelf life of at least 2 years. The formulations have been optimized over the last three (3) years through Avicanna’s R&D infrastructure, to increase CBD uptake into the skin and address various consumer needs. In addition to the completed clinical trials all Pura Earth products are not tested on animals and are vegan.

“We are thrilled to announce Pura Earth’s initial entrance into the Canadian market through various cannabis channels where we are optimistic about its market potential as an industry leading cannabinoid-based skin care line. We have been pleasantly surprised by the initial interest from consumers, retailers and our partners in Canada for these products and believe the line will help set the standard for cannabinoid-based skin care as the first pre-clinically backed, dermatologist tested product offering,” states Aras Azadian, CEO Avicanna Inc.

The Canadian Market Opportunity and Global Market Potential

Pura Earth branded products are positioned to become a leading international CBD skincare brand including its successful initial product launch in Colombia, prior to the Canadian this quarter and expected launches planned for 2021 in the United States, the United Kingdom and Ecuador.

Pura Earth will launch in Canada through the Medical Cannabis by Shoppers™ online platform and adult-use channels including initial listings in Ontario and Saskatchewan. In addition to providing the first pre-clinically backed skincare products to the Canadian cannabis market, Pura Earth is poised to be a top choice among new consumers entering the cannabis space in search of topical products. In a 2021 report on Canadian cannabis consumers, Deloitte noted that nearly half of new users are more likely to prefer CBD-only products with 34% of existing consumers citing general health & wellness as drivers of CBD consumption.

Additionally, the Canadian launch of Pura Earth is potentially the first step in a long-term national strategy which may include the regulatory pathway to commercialize CBD topical products across cosmetic, over the counter and natural health product designations.

About the Initial 3 Pura Earth Products and the Clinical Studies

The 3 cosmetic clinical studies were completed on Avicanna’s formulations targeting cosmetic factors associated with aging, acne-prone skin, and eczema-prone skin. The successfully completed studies involved 156 patients that were tested for safety and specific derma-cosmetic endpoints, including hydration and excess oil production. All three studies achieved positive results in the endpoints with no adverse effects, making Pura Earth one of the only cannabinoid consumer lines with human safety and efficacy data. For more information please see Clinicaltrials.gov Registry.

    Rosemary and Tea Tree Gel: Water-based gel contains beta-caryophyllene and tea tree extract that are known to have antibacterial and anti-inflammatory properties 5-7 . In addition, rosemary oil extract has demonstrated actions against the symptomatic treatment of acne 8,9 . In Avicanna’s clinical study, the Rosemary and Tea Tree Gel was investigated for its short- and long-term effects on skin hydration and sebum (oil) production on acne-prone or oily skin. The results showed significant increase in skin hydration and a significant decrease in oiliness in 93% of participants who had oily skin.

1. Tóth, K. F., et al. (2019). Cannabinoid Signaling in the Skin: Therapeutic Potential of the “C(ut)annabinoid” System. Molecules (Basel, Switzerland), 24(5), 918. htt ps://doi.org/10.3390/molecules24050918

2. Baswan, S. M., et al. (2020). Therapeutic Potential of Cannabidiol (CBD) for Skin Health and Disorders. Clinical, cosmetic and investigational dermatology, 13, 927–942. htt ps://doi.org/10.2147/CCID.S286411

3. Atalay S, et al. (2020). Anti oxidative and Anti -Inflammatory Properties of Cannabidiol. Anti oxidants. 9(1):21.

4. Oláh, A., Tóth, B., et al. (2014). Cannabidiol exerts sebostatic and anti-inflammatory effects on human sebocytes. The Journal of clinical investigation, 124(9), 3713–3724.

5. Committee on Herbal Medicinal Products (HMPC). (2013). Assessment report on Melaleuca alternifolia (Tea tree oil) and other species of Melaleuca, aetheroleum. European Medicines Agency. Article 16d(1), Article 16f and Article 16h of Directive 2001/83/.

6. Carson, C. F., Hammer, K. A., & Riley, T. V. (2006). Melaleuca alternifolia (Tea Tree) oil: a review of antimicrobial and other medicinal properties. Clinical microbiology reviews, 19(1), 50–62.

7. Bassett IB et al. (1990). A comparative study of tea tree oil versus benzoyl peroxide in the treatment of acne. Medical Journal of Australia, 153:455-458.

8. Andrade, J. M., Faustino, C., et al, (2018). Rosmarinus officinalis L.: an update review of its phytochemistry and biological activity. Future science OA, 4(4), FSO283.

9. Tsai, T. H., Chuang, L. T., et al, (2013). Rosmarinus officinalis extract suppresses Propionibacterium acnes-induced inflammatory responses. Journal of medicinal food, 16(4), 324–333.

10. Reynertson, K. A., Garay, M., Nebus, J., Chon, S., Kaur, S., Mahmood, K., Kizoulis, M., & Southall, M. D. (2015). Anti-inflammatory activities of colloidal oatmeal (Avena sativa) contribute to the effectiveness of oats in treatment of itch associated with dry, irritated skin. Journal of drugs in dermatology : JDD, 14(1), 43–48.

11. Horiba, H., et al. (2016). Biological Activities of Extracts from Different Parts of Cryptomeria japonica. Natural product communications, 11(9), 1337–1342.

About Avicanna Inc.

Avicanna is a diversified and vertically integrated Canadian biopharmaceutical company focused on the research, development, and commercialization of plant-derived, cannabinoid-based products for the global consumer, medical, and pharmaceutical market segments.

Avicanna is an established leader in cannabinoid research and development, which it primarily conducts at its R&D headquarters in the Johnson & Johnson Innovation Centre, JLABS @ Toronto, Canada and in collaboration with leading Canadian academic and medical institutions. In addition to its developing pharmaceutical pipeline, Avicanna’s team of experts have developed and commercialized several industry leading product lines, including:

  • Pura Earth™ or Pura H&W™: an advanced and clinically tested line of CBD consumer derma-cosmetic products; and,
  • RHO Phyto™: an advanced line of medical cannabis products containing varying ratios of CBD and THC currently available nation-wide across Canada in partnership with Medical Cannabis by Shoppers™. RHO Phyto is the first strictly medical formulary of advanced “Cannabis 2.0” products, containing oils, sprays, capsules, creams, and gels, all developed with scientific rigour, manufactured under GMP standards and supported by pre-clinical data.

With ongoing clinical trials on its derma-cosmetic (branded as Pura Earth or Pura H&W), medical cannabis (branded as RHO Phyto) and a pipeline of pharmaceutical products, Avicanna’s dedication to researching the important role that cannabinoids play in an increasingly wider scope of products has been at the core of the Company’s vision since its inception. Furthermore, Avicanna’s commitment to education is demonstrated through its annual medical symposium, the Avicanna Academy educational platform, and the My Cannabis Clinic patient program through its subsidiary company.

Avicanna manages its own supply chain including cultivation and extraction through its two majority-owned subsidiaries, Sativa Nativa S.A.S. and Santa Marta Golden Hemp S.A.S., both located in Santa Marta, Colombia. Through these sustainable, economical, and industrial scale subsidiaries, Avicanna cultivates, processes, and commercializes a range of cannabis and hemp cultivars dominant in CBD, CBG, THC, and other cannabinoids for use as active pharmaceutical ingredients. Avicanna’s Avesta Genetica program specializes in the development and optimization of rare cultivars for commercial production along with feminized seeds for global export. In June 2020, Avicanna made history with a shipment of hemp seeds to the United States of America by completing the first ever export of hemp seeds from Colombia.

SOURCE Avicanna Inc.

Stay Connected

For more information about Pura Earth, visit www.puraearthcanada.com.

For more information about Avicanna, visit www.avicanna.com, call 1-647-243-5283, or contact Setu Purohit, President by email at [email protected]

The company posts updates through videos from the official company YouTube channel https://www.youtube.com/channel/UCFXPBGdKSxOUOf_VZoSFSUA.

Cautionary Note Regarding Forward-Looking Information and Statements

This news release contains “forward-looking information” within the meaning of applicable securities laws. Forward-looking information contained in this press release may be identified by the use of words such as, “may”, “would”, “could”, “will”, “likely”, “expect”, “anticipate”, “believe, “intend”, “plan”, “forecast”, “project”, “estimate”, “outlook” and other similar expressions, and includes statements with respect to the ability of CBD to promote skin health by inducing antioxidant, anti-inflammatory, and anti-apoptotic responses that could be beneficial for a variety of dermatological conditions such as eczema or atopic dermatitis, the ability of CBD to down-regulate the activity of cells that are critical in the production of skin oils and therefore may dampen the production in acne-prone skin, the Company’s ability to ensure that the Pura Earth products will not cause skin irritation or sensitization, the Pura Earth products being industry leading cannabinoid-based skin care line, the Pura Earth products being the first pre-clinically backed, dermatologist tested product offering, Pura Earth branded products being positioned to become an international CBD skincare brand leveraging the initial product launch in Colombia, and Pura Earth being poised to be a top choice among new consumers entering the cannabis space in search of topical products. Forward-looking information is not a guarantee of future performance and is based upon a number of estimates and assumptions of management in light of management’s experience and perception of trends, current conditions and expected developments, as well as other factors relevant in the circumstances, including assumptions in respect of current and future market conditions, the current and future regulatory environment; and the availability of licenses, approvals and permits.

Although the Company believes that the expectations and assumptions on which such forward-looking information is based are reasonable, undue reliance should not be placed on the forward-looking information because the Company can give no assurance that they will prove to be correct. Actual results and developments may differ materially from those contemplated by these statements. Forward-looking information is subject to a variety of risks and uncertainties that could cause actual events or results to differ materially from those projected in the forward-looking information. Such risks and uncertainties include, but are not limited to current and future market conditions, including the market price of the common shares of the Company, and the risk factors set out in the Company’s annual information form dated April 15, 2020 and final short form prospectus dated November 27, 2020, filed with the Canadian securities regulators and available under the Company’s profile on SEDAR at www.sedar.com.

The statements in this press release are made as of the date of this release. The Company disclaims any intent or obligation to update any forward-looking information, whether as a result of new information, future events or results or otherwise, other than as required by applicable securities laws.

Putting Canadian CBD skin care products to the test

CBD-infused skin care products are all over the market right now. But are they worth using?

I’ll be the first to admit I’m a CBD skeptic. Over the years, I’ve consumed it in teas, oils, and tinctures and never felt the much-lauded calming and pain-relieving effects. Cannabidiol is the second most active ingredient in cannabis after THC. It’s used in medical marijuana and has become a popular addition to morning coffees and green smoothies.

I wrote CBD products off for a while, convinced it was either a hoax or it just didn’t work for me.

That all changed when I noticed a crop of CBD-infused skin care popping up over the past two years. Face creams, serums, bath salts, body lotions, and more, all infused with up to 1,200 mg of CBD.

I was intrigued but still hesitant—what could CBD do on my skin that it didn’t do when I ingested it? Quite a lot, as it turns out.

The benefits of CBD in skin care

The elements in CBD that potentially ease anxiety, stress, seizures, and nausea when taken orally work to soothe the skin when applied topically. Naturally anti-inflammatory with antioxidant effects, it’s known to reduce wrinkles overtime and fade stretch marks and scars.

CBD supercharges skin care with extra anti-aging benefits, can help moisturize ultra dry skin and keeps acne flare ups at bay. It seems like a magic skin care cure-all. I wanted to try it for myself.

We tested a variety of CBD products from Canadian-owned skin care companies: Calyx Wellness, Delush, High On Love, KaliKare, and Love Nectar. Here’s what came out on top.

Most moisturizing face cream

KaliKare Pure Radiance CBD Facial Cream

Canadian winter is a terror to our skin. The air is dry and frigid, the winds are blistering, and we spend much of our time indoors pumping in artificial heat. You always need a great moisturizer in your skin care regimen, but never more so than during the long winter months. KaliKare’s CBD Facial Cream is rich and dense, made with ultra-emollient shea butter, coconut oil, and sativa extract. It’s made locally from organic or wildcrafted ingredients and has a faint natural scent from all the herbs and essential oils it’s packed with. After a week of using it day and night my skin was noticeably more supple and plump from all the moisture. Dehydrated no more! If you really want to commit, use it along with their whole CBD line of products, including a facial oil, face wash, and exfoliating scrub.

Most soothing face cream

Calyx Wellness Smooth Plus 1,200 mg CBD Lotion

Because of the high CBD content in this cream, a whopping 1,200 mg, I decided to try it out when my skin was flaring up. Extra tender and sore from stubborn pimples and splotches of eczema on my face, my skin needed TLC. I found the almost scentless cream very gentle and woke up with less redness and swelling. That’s the anti-inflammatory at work. The CBD is extracted from hemp plants, and they also make a less expensive version with 600 mg of CBD. It’s a water-based cream, which makes it great for anyone with oily skin. It’s one of their best selling products for a reason.

Best face serum

Love Nectar Facial Serum

I’m a big believer in serums. They’re the extra step between toner and moisturizer. Maybe a bit gratuitous but my skin can never get enough. My serum collection is growing quite large, but this one from Love Nectar became an instant staple. It’s luxuriously rich, and a couple of drops coat the face in a layer of heavenly smelling goodness. It smells like an Aesop face oil for a fraction of the price. The scent is herbaceous and slightly medicinal, from rosehip, grapeseed, and carrot seed botanical oils. You even get a little sun protection from the carrot seed oil (but still apply your sunscreen every day). There are 100 mg in the 30 ml bottle so it’s a dedicated long haul to see the effects of the CBD. But the immediate effects make it so worth it. I used it before bed for a week and woke up every morning with my skin glowing as if I did a deep moisturizing overnight mask.

Honourable mention: KaliKare CBD Facial Serum, kalikare.com, $85.

Best body lotion

Delush Whipped Body Butter

Any body lotion that can subdue my eczema is an immediate win. While testing this whipped body butter, it replaced my prescription-grade topical cream. I prefer using products made from all natural ingredients when dealing with eczema, but sometimes it’s not strong enough to appease the skin. This product is a mixture of shea, mango, and cocoa butters and infused with 300 mg of CBD. The buttercream texture melts in your hands and spreads easily. It works for psoriasis, run-of-the-mill dry skin and rashes, too. The antioxidant properties help to soothe inflamed skin while all the butters keep the skin quenched. Adding this one to my winter arsenal.

Best CBD bath product

Calyx Wellness CBD Bath Blooms

Bath bombs are always a fun time. These ones come in three scents: lavender and chamomile, ylang ylang and bergamot, and peppermint and tea-tree. They fizz up and fill the bath with aromatherapeutic bouquets. The CBD lulls you into a calming experience, I put two in one bath to up the ante. Fun for a solo relaxation or with a partner.