Although once stigmatised by various cultural beliefs or lack of credible research, by now, many of us have taken in all the hype about CBD, especially with increased awareness from the likes of Hollywood A-listers and pro-athletes endorsing the ‘wonder drug’ promising to alleviate the strains of modern life. Founder and Director of Lady A, Alexandra Dunhill, quickly took note of the growing trend, with a clear mission to encourage a holistic approach to women’s health, in particular. In 2017, Alexandra embarked on beautiful journey of making women’s daily well-being a priority; with the help of the healing benefits of only natural tinctures, lotions and supplements containing a dose of CBD. Back then, whilst visiting her eldest son in Los Angeles, Alexandra was amazed to witness a plethora of CBD products available on the marketplace. Yet none seemed aimed at women. Upon returning to England, she then spent the next two years researching into all things CBD, to help create and develop the perfect premium range designed by women, for women — Lady A. Using premium CBD hemp extract, natural botanical extracts and essential oils, Lady A products are designed to help you cope with the stresses of modern life in a simple, stylish manner, and come especially handy at a time when an all-encompassing global pandemic has shaken the world, and paradoxically, living with a perpetual fear of the unknown has become a new, anticipated reality.
Words: Hanna-Amanda Pant
Image: Alexandra Dunhill / Founder and Director of Lady A
We're going through challenging times globally, as well as sharp changes in consumer behaviour. You describe your premium range CBD products are used 'to help alleviate the stresses, strains and worries of modern life'. Why do wellness products, such as your Lady A range, matter now?
The pandemic has actually created new opportunities for CBD companies. As you’ve stated, CBD helps to alleviate the stresses and strains of modern day life, and unfortunately our modern day now involves the worry of Covid-19 and since the onset of that, we have noticed a spike in demand for CBD products in the UK. However, cannabis is still stigmatised and misunderstood mainly due to lack of education and cultural beliefs. With legalisation spreading around the world, people’s attitudes are slowly changing. Only in the last 5 years have there been a tremendous amount of studies and evidence on the medical use of CBD and other cannabinoids, with increased awareness from the likes of Hollywood A-listers to pro-athletes endorsing CBD, it has started to build a trend around natural health products without side effects. CBD would appear to be an all-purpose wonder drug!
How does your range of products offer support during the times of mental distress and uncertainty?
With Covid-19 affecting people’s mental health, CBD is known to help with calming one’s mind by working with the body to reach homeostasis. The ways in which anxiety can effect people can vary, from struggling to get out of bed in the morning, to insomnia, or even panic attacks that can occur at any time of the day. That is why at Lady A, we have created a range of products to help with the different effects anxiety can have. For example, our morning tincture formulated to help to awaken, revive and protect your immune system, whereas our evening tincture will help to relax and calm you for a restful night’s sleep.
Image: Lady A by Alexandra Dunhill Daily Fix Capsules
For those who are yet unfamiliar with the most common areas of use and benefits of CBD, how would you sum it up? What is perhaps the most fascinating fact about CBD you've witnessed first hand?
The most common areas of CBD use are to manage anxiety, insomnia, aches and sores. More and more people are turning towards natural solutions, such as CBD, to soothe these mental and physical health concerns. What inspired me to become involved with CBD was visiting my son Piers in LA who was working for a CBD business. The change was striking: from a stressed-out anxious young man in London to a relaxed, dynamic successful man stateside - extraordinary! I am delighted to say he’s joined me now in the business.
You've also noted that witnessing a gap in the marketplace, noticing there was not yet a product meant from women to women available, is what informed the launch of the Lady A range. How could women's health in particular benefit from using your products holistically?
It’s no secret that, as a woman there are certain health conditions unique to our gender. Many women of all age groups are searching for more natural solutions to support their health and provide relief for female-related ailments. Thankfully, as more studies come out regarding the effectiveness of CBD oil, more women are turning to this natural oil extract to help meet their needs.
Studies have shown a direct relationship between menstrual pain and inflammation, leading many health experts to recommend anti-inflammatory agents to help ease period-related symptoms. Because CBD is natural anti-inflammatory, women have been reporting finding natural relief from such symptoms. As time goes by, our bodies naturally begin to change, and one of the most common symptoms of menopause is fatigue. Women’s hormone levels can become imbalanced, making it difficult to sleep and stay balanced. CBD oil naturally supports the body and mind in finding rest.
CBD naturally activates and regulates the endocannabinoid system, which plays a key role in balancing your body’s hormones. This balancing act can help alleviate common symptoms of menopause and improve quality of life for many women who are searching for some extra support during these transitional periods.
The two most common symptoms of Premenstrual Syndrome (PMT) include mood swings and an increased desire for sweet treats, both of which CBD oil can help regulate by naturally stimulating the endocannibinoid system. CBD helps create homeostasis within your body, thus balancing serotonin levels and promoting a happier, healthier and more positive mood. This regained sense of balance may also help reduce stress eating and alleviate PMS-induced cravings so that you can maintain a healthy weight. A true win-win situation!
It’s important to understand that CBD oil is not a one-size-fits-all-solution. Each individual will need to start with a low dosage and build up.
What are the absolute must-have products that we, women, could add to our daily routine?
My must-have products are the balm which I use for all kinds of aches and sores and even to moisturize and soften my hands; the morning tincture as this contains a daily dose of Vitamin D, another bonus; and the evening tincture to wind down at the end of the day and help sleep.
Do you have a woman muse in mind: who would carry the essence of the woman Lady A is aimed at?
Two women have inspired me, both in the medical field: Dr Jenna Macciochi, author of a book on a very current subject, Immunity. Also, Dr Megan Rossi and her book, The Gut Health Doctor. I like to think that CBD is waiting to be fully discovered, as per how these two ladies have written so knowledgeably about immunology and our microbiomes.
What type of customer would you like Lady A to attract? E.g. busy working women, working mums, women who like natural products, women on the go etc.
Lady A is aimed at attracting women of all ages, different types of women from sedentary to working women, professionals at computers all day, mothers and sporty women. Also, as great gifts for the women in your life. Not to say that my products can’t also be used for men.
What are the 3 most crucial pillars of your brand and product range?
Our core values are the same as the W.H.O: Test, test, test! It’s expensive but it has to be done if we are to offer safe products that work, and to encourage and participate in evidence-based scientific research. It’s important to us that our products are ethically sourced, produced and marketed – from the soil and quality of our oil from Colorado with no heavy metals, pesticides etc. to the amount of CBD in our products. With a lot of misinformation out there, we want to keep it simple by educating the consumers on the types of CBD and misconceptions. As an ultra-premium brand, we want to keep away from the unethical and cheaply made products which will damage the industry.
How do Lady A products resonate with your great grandfather's mission and legacy, and also potentially support your own personal growth as a business woman? (Alexandra is the great granddaughter of Alfred Dunhill, who in 1893, aged just 21, established the eponymous luxury men’s goods company, Dunhill).
My great grandfather‘s business was founded on quality and that is my mission. Lady A products are made in Britain and after the fiasco of PPE, I can only hope we all start manufacturing in Britain, and this will in turn help with our economy and lower our carbon footprint.
“The ways in which anxiety can effect people can vary, from struggling to get out of bed in the morning, to insomnia, or even panic attacks that can occur at any time of the day. That is why at Lady A we have created a range of products to help with the different effects anxiety can have.”
Image: Lady A by Alexandra Dunhill Daily Healing Range
In what ways is marketing CBD products challenging? With much uncertainty around the regulations and novel food applications due by March 2021, the industry is constantly changing its regulation on manufacturing, packaging and advertising. With Google and Facebook banning any CBD advertising, it is a challenge for everyone in the business.
I cannot stress the importance of the current guidelines and what is coming from the FSA to regulate the CBD market. From March 2021, CBD oil producers suppling brands must have applied for the Novel Food Licence, and to keep within the new daily recommended dose of not more than 70mg.
(Disclaimer: These products have not been evaluated by MHRA and are not intended to diagnose, treat or cure any disease. Cannabidiol (CBD) is a natural constituent of hemp oil. There is no trace of THC in any of the products.)
In addition, the packaging of your unique health products is also very elegant and eye-catching, and I do believe aesthetic appeal is equally important when it comes to brand identity, e.g. it can directly affect our purchase decisions. How did you work out the designs for Lady A and what inspired you in the design process of your pretty packaging?
I have a passion for Art and Design. When I was 23, I started my decorative artist and interior design business, painting furniture, murals, trompe l’oeil, including painting children’s rooms in houses in London, Switzerland, and USA. I employed art student friends of mine when the commissions grew. I wanted to put my skills and passion into the packaging. I wanted to create products I would be proud of.
Image: Alexandra Dunhill with eldest son Piers
Your journey discovering CBD is also linked with a personal story, namely, your son in LA using CBD dosages for his anxiety. Could you tell us a little bit more about the very start of your journey: the baby steps and background story leading to playing a part in the CBD industry.
I am a mother of three: Natasha, Piers and William. Piers from a young age was rather a handful. He had tremendous energy and impulsivity and for many years doctors prescribed medications which he disliked due to the side effects, and we went from one to the other and this was very hard for Piers.
Towards the end of a long turbulent period of my life, spanning over almost seven years, Piers decided in early 2017 to take off for LA with no particular plan. When visiting him 10 months later I was introduced to CBD. I was completely fascinated when I heard about the huge developments happening with CBD/hemp and from seeing the positive effect it had on Piers. I knew this was something I wanted to explore. I had found a passion again!
On returning to London, I spent many days, weeks, months - almost 14 hours a day - researching anything and everything CBD. Market research, manufacturers from USA, Europe and the UK, sorting out formulas, learning all the time. Many ups and downs, positive days and frustrating ones, solution solving. I was not going to give up as I truly believe in the tremendous benefits of this wonderful and magical plant.
Final message to our readers, how can we keep ourselves positive and proactive (and sane!) during these challenging and changing times? Share with us a few tips borrowed from your own daily rituals.
I’m only human but I’m very conscious of discipline, once we start having that extra half hour in bed, having the extra glass of wine, it quickly becomes a habit which is very difficult to break with, so do try to keep the same disciplines up when you’re working from home. And if you haven’t tried CBD – now might just be a good time to do so!
More: https://www.ladya.health/
(Disclaimer: These products have not been evaluated by MHRA and are not intended to diagnose, treat or cure any disease. Cannabidiol (CBD) is a natural constituent of hemp oil. There is no trace of THC in any of the products.)