Nicole Kidman to endorse U.S. cannabis company

25th Critics Choice Awards – Arrivals – Santa Monica, California, U.S., January 12, 2020 - Nicole Kidman
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(Reuters) - Academy Award-winning actress Nicole Kidman has signed up to promote cannabis-based products for U.S.-based Cure Pharmaceutical, the company said on Tuesday, the latest celebrity to endorse the plant for its therapeutic and pain relief related benefits.

Kidman will help the unit, Sera Labs, boost its multi-channel distribution efforts and sales of an anti-aging skincare line and for its pain relief body creams and serums.

The actress will also be "key in development" of three products the company will launch next year, Cure Pharmaceutical Holding Corp [CURR.PK] said.

A non-psychoactive compound derived mainly from the hemp plant, cannabidiol, or CBD, is being researched for various medical applications and has found increased use in relaxatives and beauty products.

Demand for CBD and other cannabis products has skyrocketed this year as the coronavirus pandemic kept people at home, limiting entertainment options and adding to stress.

However, traditional advertising and marketing avenues remain off-limits due to tight restrictions on cannabis, and companies have partnered with celebrities to build their brands.

Cronos Group Inc tapped actress and New York Times best-selling author Kristen Bell to launch 'Happy Dance', a CBD skincare brand in October.

Celebrities have also jumped on the bandwagon. Rapper Jay-Z, lifestyle guru Martha Stewart and singer Willie Nelson are among celebrities who have partnered with or launched their own CBD product lines.

(Reporting by Rithika Krishna in Bengaluru; Editing by Sriraj Kalluvila)