CEMENT’s founders prioritize the concept of access and exposure: who has access to their product and what they getting exposed to when engaging with CEMENT. Just like the material, CEMENT represents a strongly built foundation, with a desire to disassociate from industry terms, such as anti-aging and flawless, and instead focus on the importance of feeling strong in our skin. CEMENT is set on a mission to provide high quality products measured by their utility, demystified through design.
With backgrounds in architecture and design, co-founders Jusleen Sodiwal + Millie Shroff took cues from the art world when dreaming up the eye-catching visual identity of CEMENT’s full-spectrum CBD oil. Particularly, they ruminated over the use of space, text, and words by titans such as Cy Twombly, Max Ernst, Tadao Ando, and Jenny Holzer. What’s inside the bottle is pretty great, too—a tincture of active hemp-derived cannabinoids and fractionated coconut oil (MCT) packed with plant proteins, vitamins, and minerals. What does it feel like? Tune into Cement’s audiovisual playlist, an artist collaboration dubbed 500 MG on Spotify, to get a sense.