Rooted in Wellness
7 Communications partnered with biochemical engineer Jennifer Grant to launch empyri—a clean, cannabis-root infused skincare brand rooted in science and Traditional Chinese Medicine. We developed the brand from the ground up, including naming, strategy, website, PR, and a six-month social launch. The result? A distinct new player in wellness beauty that educated consumers, attracted early buzz, and laid the foundation for future product expansion. Clean. Conscious. Rooted in wellness.
Background
Jennifer Grant is not your typical beauty brand founder. A biochemical and environmental engineer and single mother of three, Jennifer set out to bridge science and self-care by launching empyri—a clean, cannabis-root infused skincare line rooted in Traditional Chinese Medicine and modern wellness.
empyri launched in 2020 with a bold promise: to pioneer a skincare system powered by cannabis roots—an often-overlooked part of the plant with deep therapeutic history. Unlike most cannabis-based beauty brands, empyri contains no THC or CBD, focusing instead on delivering results through clean, evidence-based formulations.
7 Communications was engaged to bring the brand to life from the ground up—developing the name, positioning, website, social strategy, launch PR, and product storytelling for this highly differentiated wellness company.
Challenge
The beauty and skincare category is saturated. Launching a brand that breaks through the noise—especially one rooted in a misunderstood ingredient like cannabis—requires a deeply strategic approach to brand narrative, education, and differentiation.
- Educating the market about the benefits of cannabis root (not THC or CBD)
- Building a community of curious and conscious consumers from zero
- Establishing credibility and trust with a product built on science, but sold through emotion
- Developing a tone that would resonate with both wellness seekers and skincare enthusiasts
Challenge
The beauty and skincare category is saturated. Launching a brand that breaks through the noise—especially one rooted in a misunderstood ingredient like cannabis—requires a deeply strategic approach to brand narrative, education, and differentiation.
- Educating the market about the benefits of cannabis root (not THC or CBD)
- Building a community of curious and conscious consumers from zero
- Establishing credibility and trust with a product built on science, but sold through emotion
- Developing a tone that would resonate with both wellness seekers and skincare enthusiasts
Solution
We rooted the brand in three core values: Clean Beauty, Conscious Consumption, and Honouring Diversity. Every element of our approach—creative, copy, and campaign—was designed to reflect these principles.
Brand Strategy & Messaging:
- Developed the brand name empyri, inspired by the word Empyrean (a state of bliss), aligning with the founder’s ethos of harmony between health, science and nature.
- Created a verbal identity blending scientific credibility with lifestyle appeal.
- Crafted key messages for launch: clean and green, non-psychoactive, cruelty-free, chemical-free, and Canadian-grown.
Website & Content:
- Wrote and designed the full website experience—including a brand story, founder profile, and in-depth education around cannabis roots.
- Launched a blog hub that turned complex cannabis science into accessible wellness content.
- Developed detailed FAQ and product pages to address regulatory nuances and product-specific questions.
Social & PR Launch:
- Created a comprehensive six-month social media launch strategy, including weekly content, custom photography, blog amplification, and targeted community engagement.
- Managed brand voice and customer service across Instagram and Facebook.
- Led PR outreach with a launch release that told Jennifer’s story and positioned empyri as a wellness innovator, not just a beauty brand.
Results
empyri launched with a distinctive voice and a loyal early following, earning praise for its education-first approach and authentic founder story. Highlights included:
- Successfully launching a 3-step skincare ritual that sold directly to consumers online via Shopify.
- Achieving immediate press interest and influencer curiosity, thanks to the novel use of cannabis root.
- Building foundational SEO and blog assets, increasing site engagement and dwell time.
- Set the stage for product line expansion (including teas and a men’s line)
As a clean skincare brand born in the lab but built from the heart, empyri continues to grow—powered by science, sustainability, and soul.
Core Contributors
