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CBD Brand Aethics Focuses on Ethical Marketing and Production Practices

With the CBD industry booming and such a wide variety of new products flooding the market, companies hoping to make their mark need to find a way to stand out. Enter Aethics, a newly launched brand aiming to do just that. The Colorado-based company is pioneering a sphere that it’s calling “CBD sports wellness” and releasing a line of products that are designed to help speed recovery and boost performance for the brand’s target audience — athletes.

Don’t let that intimidate you, though. A press release from Aethics makes sure to emphasize that its products are intended for the everyday athlete, meaning you don’t have to be an ultra-marathoner or training for your next Olympics to reap the benefits of its Muscle Rescue Lotion or various recovery drinks. And what exactly are those benefits, you ask? Well, the reported perks of CBD use as indicated by current research could include improved sleep, reduced anxiety, pain relief, and more.

The brand’s name is a clever mashup of the words “athletics” and “ethics,” and there’s a huge reason for that choice. As the brand’s president and CEO Brad Wyatt shared in the January press release: “In today’s market where there are a number of new and unproven brands offering CBD and a lot of confusion about what it is, it’s imperative that consumers are confident the products they’re using can be trusted.” Aethics tells Allure it’s committed to simultaneously reassuring and informing consumers, most notably by guiding its plants through every step of the seed-to-sale process and committing to a responsible marketing ethos that doesn’t over-promise. We’ll talk more about what that means, but let’s get into the nitty-gritty of Aethics’s products.

First, there’s H20 Balance, a CBD water that’s the first of its kind on the market. It packs 12 milligrams of hemp-derived CBD into every 16.9-ounce bottle. While the CBD-infused water is tasteless and odorless (as water should be), each bottle comes with a dosage tracker so you can track how much CBD you’ve had. It’ll run you $4 per bottle or $95 for a 24-pack, with a variety of flavored options coming soon.

There’s also a pair of sports shots designed to help athletes bounce back from tough workouts and to improve sleep, respectively. The iV Recover — which comes in a berry flavor — is chock-full of caffeine and other nutrients that Aethics says will help speed recovery. The grape-flavor iV Relax is loaded with 25 milligrams of CBD alongside insomnia-busting kava powder, the amino acid L-theanine, and gamma aminobutyric acid, a chemical produced naturally in the brain that quiets anxiety, all of which Aethics hopes will help with relaxation and sleep. Both iV drinks come in a 2.5-ounce bottle, which can be purchased individually for $5, in a 6-pack for $30, or all the way up to a 12-pack ($59.95) or a 24-pack ($119.95).

If sports drinks aren’t your thing, the brand also has a more traditional delivery system for CBD, which comes in the form of a tincture. The brand’s Performance Drops are available in 500 milligrams ($60), 1,000 milligrams ($90), and 2,000 milligrams ($120), and are made of a unique blend of Aethics’s own hemp-derived CBD oil and coconut oil. According to the press release, they’re touted to help users “achieve balance, relieve stress and anxiety, and assist in the recovery of injuries,” and come in either peppermint or a natural flavor.

Finally, the brand has a topical solution as well. Aethics’s CBD Muscle Rescue Lotion comes in a 4-ounce bottle crammed with 1,000 milligrams of full-spectrum CBD. It’s designed to be applied directly to a painful or sore area to help with aches and inflammation, and goes for $60. There are more products on the way, too, from sports tape to bath bombs to an everyday lotion.


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