California native and company co-founder Theresa Ruiz Hellings is the face of The Wonder Seed, which makes hemp seed oil body products. And that is but one example of the smart thinking behind this collection of organic, paraben- and sulfate-free lotions, creams, shampoos and conditioners.
Some hemp retailers play to both women and men. But The Wonder Seed brand’s curly-script logo and aromatherapy-inspired fragrancing seems to have been developed specifically with female consumers in mind, unlike some of the more dude-centic arenas of the blossoming legal-cannabis industry.
Targeting women, after all, is one approach to commercial dominance. Consider that women fuel 85 percent of all purchases, according to author and advertising-industry executive Stephanie Holland — when it comes to buying new homes, vacations, food or pharmaceuticals, women account for even more than 85 percent of consumer spending.
So even though The Wonder Seed line, which was previously called “The Healing Seed” but underwent a rebranding since the company’s 2012 start, spotlights such saccharine-scented offerings as Sweet Orange Shampoo and Fresh Jasmine Body Wash, it seems a safe bet that this company will secure a comfortable niche in the body-care business despite its apparent lack of “manly” products.
What’s more, spa-inspired skincare brands often come with spendy price tags. But nothing in The Wonder Seed collection is more than a moderate $20.
Here are three of the stand-out products from The Wonder Seed:
Water Lotus Hemp Facial Scrub ($14.95): Everyone should be careful about what goes on their face but most especially anyone with sensitive skin. The good news, even for people with sensitive skin: This mild exfoliate cleans and purifies pores without over-drying. This is also the least floral of The Wonder Seed aromas.
English Daisy Hemp Facial Cream ($16.95): This product is emollient enough to protect against Colorado’s high and dry climate without being too heavy or overly-scented. Its formula also boasts antioxidant, anti-aging properties.
Spring Lavender Hemp Hand Cream ($12.95): Billed as “super food for your skin,” this nourishing cream does in fact deliver a powerful shot of moisture to chapped hands without being greasy. Lavender is also a naturally soothing, soporific scent that calms the nerves and is said to counter depression.
BUY: Products from The Wonder Seed are available online at thewonderseed.com and amazon.com, and regionally at select Whole Foods markets along with Santa Fe Hemp (105 E. Water St., Santa Fe, N.M.) and Akin’s Natural Foods locations in Nebraska and Oklahoma.