The Equity Studio Invests in Wellness Brand Trip

Trip, a maker of plant- and vitamin-based beverages and vitamins, received an undisclosed amount of funding from The Equity Studio, an investment company.

Trip calls itself the UK’s favorite CBD-infused drink. Its product line also includes gluten-free, vegan drinks, supplements and oils. They reportedly deliver a sense of calm and to support mental and physical well-being.

Trip’s latest launches include magnesium gummies and a collection of drinks called Mindful Blends. They’re formulated with lion’s mane mushroom, magnesium, ashwagandha and L-theanine.

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Cannabidiol as a wellness ingredient has plenty of detractors. Harvard Health noted last year that the marketing hype got well ahead of the science. FDA is policing brands making “egregious and unfounded claims.”

CBD may be a trend that has lost its way, but wellness remains a growth engine for many brands in the personal care space.