THE WHAT? Nicole Kidman has joined Cure Pharmaceuticals’ subsidiary SeraLabs as its first strategic business partner and Brand Ambassador, according to Benzinga.com. 

THE DETAILS Entering the CBD space for the first time, the Australian Actress will act as the face of the brand as well as helping with product development and guiding the company. 

Discussing her role, Kidman said, “SeraLabs and I are aligned on the importance of empowering women within business. So, while I loved the products, I loved even more that I was joining a company that had the same values around women in business as I do.”

THE WHY? The CBD space has become one of the pandemic success stories, with consumers seeking out wellness in the wake of the virus. 

Talking about Kidman’s appointment Nancy Duitch, SeraLabs CEO and CURE Pharmaceutical chief strategic officer, said, “Our missions were aligned from the start, and I knew Nicole was serious about rolling up her sleeves and being an integral part of the company. Nicole possesses all of the qualities I was looking for in a brand partner, our work ethics are very similar. 
“In addition to understanding the brand, she truly cares about creating solution-based products where women and men of any age can have access to the highest-quality, innovative, anti-aging skincare, pain-relieving and ultra-hydrating products available at affordable pricing.”