Sera Labs has enlisted Nicole Kidman as the brand’s first-ever strategic business partner and global brand ambassador for their topical products. In addition to being the face of the brand, Kidman will play an integral role in the strategic direction of product development and messaging.

Kidman became a proponent of the benefits of topical CBD when she experimented with it on an ankle injury last summer. She will bring her vast experience of the beauty sector to help Sera Labs boost its multichannel distribution efforts and sales for its anti-aging skincare line Seratopical and topical ultra-hydrating and pain relief body creams and serums. The deal includes nine current Sera Labs topical products with an additional three products set to launch in 2021 where Kidman will be key in development.

“The partnership with Sera Labs was an easy decision for me,” states Kidman, Sera Labs Strategic Partner and Global Brand Ambassador. “With my injury last year, I experienced the benefit of CBD wellness products firsthand. I believe these products are a vital solution in health and wellness and Nancy [Duitch, CEO of Sera Labs] and Sera Labs are a company I believe in. Joining them in this partnership is something I am very excited about!”

Sera Labs was founded in 2018 and is a global leader in the health, wellness, and beauty sectors. Cure Pharmaceutical Holdings, which acquired Sera Labs in 2020, is focused on the innovation of pharmaceutical technology, wellness products, and drug delivery. “The growth and global interest of our newest acquisition Sera Labs has been tremendous over the past few months,” said Cure Pharmaceutical CEO Rob Davidson. “Nicole will undoubtedly help Sera Labs reach more consumers than ever before and grow our revenue exponentially over the next few years.”