The Creators of Lord Jones are Elevating the Art of CBD Consumption
Cannabis is the fastest growing industry in the U.S., so it should come as no surprise that some of the most sought-after products in the beauty industry are CBD-based. For those who don't know, CBD (Cannabidiol) is a naturally occurring constituent of cannabis. Unlike THC it doesn't get you stoned, but it does carry significant medical benefits, such as treatment for chronic pain, inflammation, anxiety, spasms and several other conditions.
Founded in 2016 by Cindy Capobianco and Rob Rosenheck, Lord Jones is the brand behind some of the finest CBD-infused products on the market. Their products go beyond beauty and skincare; they also sell chocolates made by hand from single origin Ecuadorian dark chocolate and gummies from imported natural European fruit essences. The result is a sweet treat in lovely and low-key packaging that blends in seamlessly amongst your Hermès boxes.
We spoke to the California-based founders about their "elevated" CBD edibles and beauty products that will give you all the benefits and none of the bad trips.
It's always interesting to know how people in the cannabis industry got started because it’s not fully accepted or legal in many parts of the country—can you tell us about how it all began?
We’ve always been cannabis lovers. We appreciated the plant and how it transformed our lives, so when we moved from New York to California, we immediately became medical marijuana patients. We saw the movement evolve and knew this was going to be the biggest revolution of our lifetime, what we did not realize was our previous work through the agency was just training for the cannabis industry. We seized on the opportunity to normalize cannabis, to separate it from the stigma and to create best-in-class products that held appeal to an ever-growing audience.
What goes into creating a new product?
Prior to launching Lord Jones, we ran a medical cannabis collective in Los Angeles for a number of years before to the passage of Proposition 64 (which passed in 2016, legalizing the Adult Use of cannabis). Our collective members suffered from ailments ranging from chronic pain to autoimmune disease to cancer to those trying to get off opioids. In addition to seeking cannabis as alternative medicine, our clientele included celebrities, recording artists and professional athletes, people who appreciated quality products made with care. Our experience of working with our members (famous and not so famous) informed about the products we developed. All of our products have been developed by a talented team of chemists, chefs, and personal care experts and undergo extensive testing.
So many people have anxiety today. How does CBD help reduce anxiety and why would you suggest people try your products to help solve the problem?
This is a huge issue. Modern life is hard. We live in a world full of stress and move through time and space so quickly, with little time for reflection and introspection. Unfortunately, the result for many is anxiety and depression. CBD is a safe and effective remedy for many who suffer from daily anxiety. Many of our customers have moved off prescription medication in favor of CBD. Cannabidiol (CBD) acts as a mood stabilizer and provides a calm sense of well-being. More and more people are turning to CBD and away from chemical pharmaceuticals.
It’s still a common belief that cannabis and cannabis-derived products are unsafe. What would you say to anyone who argues that?
Cannabis is safer than alcohol, safer than tobacco and safer than many prescription drugs. If you look at the statistics from Colorado, the state that was first to legalize adult use of cannabis, you will see a decline in opioid use and a decline in overall prescription drug use. The common myth was that cannabis was a gateway drug. The truth is it's an exit ramp from opioid addiction and the overuse of prescription drugs which is the real crisis facing our country. Cannabis has been used for thousands of years to treat pain, headaches, menstrual cramps, and a host of other ailments. It is safe and effective. It’s only been stigmatized here in the U.S. since the 1930’s.
Skincare is such a huge market—why do you think CBD products are what people should turn to?
People are buying them. Cannabis is the fastest growing industry in the world, and the skin care is an important category. CBD is a powerful antioxidant and has a variety of healing properties, especially for those with skin conditions including eczema and psoriasis. You are going to see an explosion of products in skincare and beauty.
Tell us about your cannabis candies? For a lot of people, it’s a good point of entry.
Our Lord Jones Old Fashioned Gumdrops are all natural and made from five simple ingredients. We flavor them with imported European fruit essences. They are delicious, have a unique texture and are an indulgent way to have your first CBD experience. We also have our Lord Jones Dark Chocolate Espresso Chews which feature single origin Ecuadorian dark chocolate, also scrumptious. Both our gumdrops and chews contain 20 mg of phytocannabinoid rich, full spectrum CBD extract per piece, which is a great dose for most people.
I read that the lotion came about after one of you had an injury. Can you tell us more about that?
Yes. I (Rob) had a rock climbing accident when I was younger. I was on crutches for two years and had seven surgeries that left me with chronic pain. I discovered that applying cannabis topically significantly reduced my pain within minutes. CBD is an incredibly effective analgesic and anti-inflammatory agent. Our Lord Jones Pain & Wellness Formula Lotion has helped thousands of people with chronic pain, neuropathy, and migraines. It's also terrific on rashes, sunburn and insect bites.
The packaging is high end, no huge pot leaves or bloodshot eyes. How did you guys decide to go with that aesthetic?
First and foremost, we wanted to elevate the category. We wanted to break from stoner stereotypes, get beyond the stigma and position Lord Jones as a brand that would appeal to wellness pioneers as well as those curious about cannabis. We wanted to be the brand you would try when you are trying cannabis or CBD for the first time.
What are your favorite Lord Jones products?
ROSENHECK: Our lotion, I use it when my ankle bothers me, for back pain and also when I get too much sun, which I can not seem to help. I love the sun.
CAPOBIANCO: Our lotion, it’s iconic, I have a herniated disk between L4 and L5 and use the lotion every day. I’m also religious about applying it to my feet prior to going out in heels!
What would you tell anyone with chronic pain who doubts the medical uses of cannabis or CBD?
My father is a physician who was staunchly anti-cannabis until he fell and developed a hip injury. He hobbled around with a walker for months following his fall until one day he finally gave in and tried our lotion. He called me the next day and was amazed. “I can’t believe it, but I’m pain-free.” It really is a revolution we are living through.
What can we expect next?
We plan to open the first Lord Jones branded boutique inside the lobby of the Standard Hotel on the Sunset Strip in Los Angeles this Fall. It is an incredibly exciting project for us.
