Chris Gavigan, cofounder of The Honest Co. (with Jessica Alba), is veering into a new wellness territory with his latest project, a direct-to-consumer CBD business that has already raised venture capital funding.

Called Prima, the business has raised a nearly $3.3-million seed round led by Lerer Hippeau with Greycroft and other private and institutional investors. Prima will serve as an educational platform and sales hub with its own brand of wellness and beauty products, according to Gavigan, who founded the business with another Honest Co. alum, Laurel Angelica Myers, and Jessica Assaf, the founder of Cannabis Feminist.

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