CBD Wellness Brand Frigg Addresses the Black Space in White Wellness
A Q&A with Kimberly Dillon, Papa & Barkley veteran on beauty rituals and cannabis trends.
As Chief Marketing Officer of pioneering topical brand, Papa & Barkley, Kimberly Dillon helped rebrand cannabis-infused topicals as wellness products, not just weed products. She guided the company away from cannabis events and towards yoga studios, identifying that the customers interested in high quality balms weren’t waiting in line for free dabs at a cannabis cup. By the time she departed Papa & Barkley, she was Chief Marketing Officer and the company had gone from $1,000/month in profits to multiple millions in annual revenue. But Dillon had always intended to found something of her own in the industry.
This summer, she launched Frigg, a wellness line designed to soothe the impacts of stress, both outside and within. It also fills a key gap in cannabis body and skincare, a void that highlights the consequences of a lack of diversity in the industry: the haircare rituals of women of color.
I spoke with Kimberly about the inspiration behind the brand, putting weed lube in your hair, and future of cannabis trends.