Joyce Azria joins CBD Company Swiss 1876 – WWD

Swiss 1876 has chosen Joyce Azria as president.

“It wasn’t until I started using the products that I took a real interest,” Azria said of her new role.

Wellness and beauty company CBD, based in the Swiss Alps, operates and formulates products in its own in-house laboratory, where organic hemp plants are grown to extract CBD crystals.

“Our lab in Switzerland is truly committed to the purest CBD,” she continued.

Focused on CBD-infused skincare, the line includes eye cream – its flagship product – face serum, hand balm and cream, and an oil supplement. Available direct to consumers and through professional channels, the products cost between $68 and $150.

“When I came across this project and met our project CEO, Joshua Meerapfel, I really felt there was a global mission here, and I’m really looking for things that have a state of global spirit,” said Azria, daughter of the late fashion designer Max Azria.

Azria—currently based in Florida—singling out the United States as a key market: “We seek to engage in people’s lives globally. And I think when we talk about the European market, it’s tiny. The American consumer is open, they are ready to try. It’s a bigger market in dollars alone. In terms of industry, it’s a much larger market.

They distribute through spas and naturopaths: “We just think education is the best out there.”

An overview of Swiss 1876’s range of CBD-infused products.
Courtesy of Switzerland 1876

Azria’s career began at BCBG Max Azria Group, where she held the title of Creative Director of Swimwear and Lingerie at BCBG, before being named Creative Director of BCBGeneration and overseeing clothing lines. in Europe. About six years ago, she unveiled her own fashion brands, Avec Les Filles and Rohb, sold on Amazon. Swiss 1876 marks its first foray into wellness and beauty.

“I would say this evolution from BCBG, my fashion world, to CBD has really been, where can we serve humanity?” the executive said, noting that the supplement oil has been shown to offer pain relief, as well as help with anxiety and sleep.

“Our commitment is safety, purity and understanding of this active material and how it is useful for eczema, psoriasis, how it helps support someone and can build confidence and give the best possible quality to a price people can give themselves the gift of experiencing on their healing journey,” continued.

“With COVID-19, there is a global awareness of how emotional, psychological and physical health plays out in the world on a different level,” Azria added. “With the arrival of a pandemic, I think people have realized that their lives are becoming much more fragile. And I feel there has been a worldwide awakening in health and self-esteem.

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