Prima, the award-winning, science-backed whole-body wellness brand, was acquired by Austin-based Sky Marketing Corporation for an undisclosed amount.WHO: Launched in 2018, Prima is a science-backed whole-body wellness brand that makes potent plant therapeutic skincare, bodycare, and supplements with organic hemp CBD and functional botanicals to help combat stress and target issues at their source. Prima was founded by Christopher Gavigan, The Honest Company co-founder, best-selling author, and purpose-driven entrepreneur, Laurel Angelica Myers, mission-oriented operator and former Honest alum, and Jessica Assaf, women's health and cannabis activist.  Built on a core foundation of sustainability, transparency, accountability, and corporate responsibility, Prima achieved national retail presence at Sephora and The Vitamin Shoppe.Sky Marketing Corp. is an Austin-based house of brands focusing on hemp cannabinoid products sold across the US in 45 states. Launched in 2015, Sky Marketing's portfolio includes Hometown Hero, a veteran-owned hemp brand, and ORCA, a line of microdosed products for athletes. With the acquisition of Prima, Sky Marketing will expand its assortment to include CBD skincare, bodycare, and wellness products.WHY: Constrained by the ongoing legal and operational challenges of the CBD industry, Prima paused operations in 2023 after an unsuccessful merger in order to reassess the company's growth strategy. This acquisition gives Prima the opportunity to return to its roots and reemerge as a leader in clean, clinical CBD skincare and bodycare.