Those familiar with Shani Hart likely associate her with Hart’s Desires stores, which she co-owns with her husband Mike. What some might not know is that Hart is also the owner and founder of The Noir Leaf, a curated line of CBD products developed to support whole-body wellness. A certified sex educator and sex coach, Hart founded The Noir Leaf in 2019 and jumped into manufacturing to help individuals decode and alleviate psychological and physical barriers to pleasure.
The Noir Leaf’s comprehensive product line includes the elusive water-based CBD lubricant not often seen in the CBD sexual health space, along with topicals, sublingual tinctures, bath bombs, pre-rolls, gummies and suppositories. Each product aims to address three common consumer pain points: calm, rest and intimacy.
I wear my CBD cape all the time — it is my lifestyle — I think that communicates my authenticity.
In her blog, Hart showcases a high caliber of sexual health and wellness education through insightful articles about menstruation, menopause, stress relief and sensuality.
Through her CBD products and education, Hart emphasizes the notion that great sex starts in the head, not in the bed.
XBIZ: What led you to create The Noir Leaf?
Shani Hart: I was definitely influenced by customers in my retail store. When the Hemp Bill passed in 2018, manufacturers were putting CBD in everything. Many customers began requesting CBD lube. We decided to sell it, and the response was overwhelming. I then researched on my own and incorporated CBD into my life for anxiety and menstrual cramps, and noticed a huge difference. I was compelled to spread the word and help make it easier for people to understand how CBD might help them in an accessible way.
XBIZ: Your products aren't limited to intimate wellness. What motivated you to spotlight whole-body wellness?
Hart: As a sex educator I understand that whole-body wellness is crucial in order to have great sex. I primarily focus on woman-identifying individuals, so I know firsthand that stress, anxiety and inadequate sleep can affect our ability to experience pleasure. My products are formulated to combine CBD with natural herbs and oils to help amplify a feeling of relaxation within our bodies during complex times.
XBIZ: Who is your core consumer?
Hart: My target customers are Black women. We have so many issues affecting our sexuality and pleasure. From stereotypes about our sexuality, to disparities in sexual health care, to deprioritizing our pleasure and generally poor sex education, Black women have a set of challenges different from others. I feel it's really important to have our faces everywhere in The Noir Leaf’s branding, especially because Black women are often left out. I’m just happy to be an advocate and a knowledgeable resource to help more Black women achieve the amazing sex lives they deserve.
XBIZ: As a solopreneur, what feels most rewarding to you?
Hart: Since The Noir Leaf is still a small company, I am very much hands-on. I read each product review, answer every DM, respond to emails and, best of all, I get to hear all the stories shared by customers. It never gets old when someone tells me they used my pleasure glide and had pain-free sex for the first time in years. Or that someone had their best orgasm ever with my suppositories. It’s eerie, because every time I feel like giving up, one of these testimonials will come across my desk and I know that I can’t.
XBIZ: What are your top challenges as a CBD brand?
Hart: Whew! Five immediately come to mind, but the top two are marketing and product development. Traditional marketing is harder for sexual health and cannabis brands. I happen to reside in a double-whammy zone, violating all types of community guidelines. Product development is also difficult, often because formulating a product from conception to a compliant, labeled, quality product requires a lot of money. I've only been able to release one new product per year as a startup.
XBIZ: Has acceptance for intimate products and CBD evolved since you started?
Hart: It's a beautiful time in Wakanda! I really began marketing during the onset of the pandemic. In 2020 and 2021, I received the most requests ever to speak to my community about sex. People were realizing that pleasure in all forms, especially sexual, is a necessity. Without all the distractions of the world, women and femmes were demanding pleasure and wanted to know how to get it!
XBIZ: How can the CBD wellness industry improve?
Hart: In the way that mainstream marketing plays on femme-identifying individuals’ self-esteem to sell products, this is also seen in the CBD space. I often see a product and think, “This is hardly going to work!” Also, many products contain very little hemp flower to make a noticeable difference. Others are made of hemp seed oil and disguise themselves as “CBD” on shelves, which hurts the industry.
XBIZ: Your enthusiasm for CBD products and sexual health is very clear in your marketing. Does this conviction make an impact on your customers?
Hart: Because I wear my CBD cape all the time — it is my lifestyle — I think that communicates my authenticity. When I talk about how The Noir Leaf’s pre-rolls help me release all the troubles of the day, and Spark arousal oil gets my body ready for intimate play, customers see the genuine excitement in my face and know that it's true. My authenticity is 90% of my marketing. I love speaking to audiences and really connecting with other humans.
XBIZ: Does the competitive nature of the CBD wellness niche pose more challenges or create more opportunities for smaller brands?
Hart: I have noticed more brands arise in this space and I think that actually creates more opportunities for The Noir Leaf. The quality of my products speaks for itself. There's nothing wrong with CBD products being made at home, which is becoming more common. However, being able to say that my products are manufactured in certified facilities, individually tested by third parties and made with true natural ingredients makes The Noir Leaf unique.
XBIZ: What is your primary goal for The Noir Leaf in 2023?
Hart: My No. 1 goal is to get my CBD products in more retail spaces, including dispensaries, adult stores and wellness retailers. I know this will take a lot of work, but these awesome products need to be accessible to more people!
