Are these hardworking fungi — revered for their health and wellness benefits — the 'new cbd'?
just five years ago. Back then, in 2017, the health and beauty industries were playing host to a new flurry of chic, weed-based products, each with a claim more fantastical than the next. A luxury serum that helped skin retain moisture? CBD. An Instagrammable tincture that promised relief from anxiety, pain and even problematic sleep patterns? CBD.
, at an annual growth rate of 21.3%. Soon, experts predict, CBD will be as much a staple in our overarching wellness routines as hyaluronic acid, paving the way for other, equally hardworking super-ingredients to break through in the space., which have been both used and appreciated for their health and wellness benefits for millennia. Ever late to the party, it's just now that our contemporary Western world is learning to utilize — and ever more broadly, properly respect — them.
"We're just waking up to what fungi represent and what they do for our planet — how long they've been here and what our world needs," says Tonya Papanikolov, founder and CEO of, a B Corp-certified line of supplements and functional foods. "For me, they're this model and metaphor for how we can look to partner with nature in a more symbiotic way that's in harmony with the rest of the natural world.
"There are cultures that have a deep reverence and a vocabulary for mushrooms that we don't have in our Western culture," says Papanikolov, who founded Rainbo in 2018 after a personal experience with mycotherapy, the study of the use of mushrooms as medicines or health-promoting agents.
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