Briggitta Hardin: Building a Brand at the Intersection of Beauty, Wellness, and CBD

Briggitta Hardin, the Co-founder of NFZD, a whole plant beauty brand, always knew entrepreneurship would be in her future but never thought that beauty would be part of the equation. Growing up in a rough section of Chicago, Briggitta couldn't go outside to play, so she devoured books instead. 

Her thirst for knowledge led her to attend Howard University, and when she found herself squeamish around blood, she evolved her career aspirations from plastic surgery to public relations. 

However, graduating as a new mother led her on another path, AV equipment sales at a hotel. 

While on vacation in Los Angeles, Briggitta and her fiancé discovered the benefits of CBD. Briggitta wanted d to share it with her community, particularly Black women. 

After the first line she developed failed to live up to her expectations, Briggitta went back to the drawing board, spending two years learning about other plant-based ingredients that worked well with CBD and how to create efficacious formulas. Finally, the pair, along with her cousin, Britton Hardin, launched the brand in 2020.

However, feedback from her early consumers led to a packaging rebrand, resulting in the brand being recognized at LMCC last year.   

In addition to the Illuminate + Hydrate Facial Oil, the brand's hero product, the other standout includes their Wellness Blends, powders that include adaptogens, mushrooms, and superfoods that can be incorporated into smoothies and other beverages to aid in energy, sleep, and focus. 

Briggitta shares the challenges that some with running a CBD brand and her commitment to making it work because she always remembers her 'why.'

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In-person at Etain Health.