CBD brand backed by Will.i.am and other celebs is entering the UK market

German CBD brand VAAY is launching to the UK market – with prominent support from musician and The Voice star Will.i.am, Justin Bieber’s manager Scooter Braun, German football player Mario Goetze, model Stefanie Giesinger and US Hollywood star Alyssa Milano.

As loyal fans of VAAY products including the CBD Mouthspray, the Bath bomb and the Massage oil, they have recently invested in the start-up from Berlin.

More and more attention is being paid to our sense of wellbeing; practicing self-care is no longer dismissed as a short-lived fad and adopting techniques which help to maintain a balanced headspace has become a valued part of our busy lifestyles.

Berlin-based startup VAAY would like to fight the hassles and stresses of daily life. The brand seeks to provide consumers with wellbeing focused products made from natural ingredients such as CBD to give themselves and their bodies a much needed time-out, flip the focus switch and relax. CBD (cannabidiol) is a naturally occurring substance from the Cannabis plant, used in oil-based products to relieve stress and anxiety by assisting feelings of calm and relaxation. It’s non-psychoactive, so you definitely won’t find yourself getting high but rather finding a sense of peace instead.

Developing products to facilitate relaxation, recovery and sleep lies at the very forefront of VAAY’s identity. Adopting a wholly scientific approach, a team of biologists, doctors and researchers work in tandem to create the most effective Hemp products to truly care for the stressed out body and mind. With backing from celebrities such as Will.i.am, Alyssa Milano, Stefanie Giesinger and Mario Goetze, VAAY’s innovative branding and smart, performance-led products cement its status as one of Germany’s coolest CBD brands.

“I am a big fan of innovative health companies, especially after seeing the growing research that is done around the hemp plant. The Sanity Group team has found the right approach and have created high quality products to help people,” said The Voice star Will.i.am, who is a big fan of the VAAY brand and invested recently into the German start-up.

VAAY’s specialist formulas utilise a unique combination of cannabinoids, terpenes and natural extracts to ensure ultimate holistic benefits. Except from their Vape Pens, each of their products contain only full spectrum CBD rather than CBD isolate; research has found this to be the most effective form of CBD, with the entire spectrum of compounds found in cannabis working synergistically to produce greater results. VAAY’s collection of products features oils, capsules and sprays colour coded by their function for easy differentiation; for example, green refers to ‘relax’ with products designed solely to increase feelings of peace and tranquility, like our Lavender bath bomb enriched with a CBD and Shea Butter core.

Brand founder Finn A. Haensel launched the company together with his Co-founder Fabian Friede with a goal to revolutionise the way we find inner balance, without being boring, preachy or overwhelming, VAAY feels approachable, fresh and exciting: “You don’t really have any cool CBD brands here. The only thing you have here is the oil, but that’s basically it. There is a need for more sophisticated products with CBD – that’s how we came up with VAAY.”