In December 2020, Laura White, co-founder of cannabis beauty and wellness brand Soul Addict, felt like she was finally coming up for air for the first time since the pandemic hit the United States. When nationwide lockdowns went into effect, her brand lost almost all of stockists—60 retailers across the country—overnight.
Early in 2020, White had moved Soul Addict’s business operations from a small space on her family’s farm where she grows the hemp for its products—Soul Addict has been fully vertically integrated since 2019—to a 4,500-square-foot production facility a 10-minute drive from the farm with the intention of using part of it for a retail store. “Then, my dad got sick, and we all started to really grasp the situation of what was actually happening with COVID,” she says. “So, we just took a step back and put all of our effort into our website, making sure our customers felt cared for, going above and beyond on that experience cause that was our bread and butter.”