Kuma Living – on www.kumaliving.co.za – has been launched by Cannabiz Africa publisher Brett Hilton-Barber as a standalone site and newsletter aimed at the cannabis consumer market.
He says health, wellness and beauty is becoming a distinct segment in the evolving South African cannabis consumer market with ‘recreational’ use becoming part of the far broader ‘adult-use’ market.
To this end he has also launched Kuma Real Health, an Afrobotanical range of health products and cosmetics with the first retail outlet in Hoedspruit, Limpopo’s fast-growing tourism hub.
Kuma’s product range has been developed by cannabis industry veterans Johann Sutherland and Mirishin Schutte-Schoeman, who have 20 years of experience in the cannabis and health space and are responsible for the efficacy of the products which will be available via Kuma Living online.
Kuma Living’s partner in the project is Synergy Wellness which has built the site, is providing the back-end support and is managing Kuma’s onboarding platform for prospective medical cannabis patients. Kuma is a SAHPRA-certified Section 22 medical services provider via the Synergy Wellness network.
Kuma is about more than signing up medical cannabis patients, says Hilton-Barber, it’s about providing people with entertaining and informative knowledge about integrating cannabis into a healthy lifestyle.
Kuma editor, Noxolo Mhlongo, says cannabis users are often more well-informed than their doctors on the medical and health benefits of the plant. She says the increasing recognition of the endocannabinoid system’s role as the body’s master regulator has provided people with a useful tool in a deeper understanding of both the plant and their bodies.
“For the South African consumer, this translates to accessible, plant-based solutions for everyday wellness challenges. The focus is shifting from simply treating symptoms to achieving systemic balance” she says. “In the beauty industry, the plant has proven itself to be a powerhouse”.
“We are moving past the novelty of CBD-infused products to a point where these ingredients are expected in high-end, effective skincare. Kuma Living will highlight the Kuma range and other local brands that are formulating these products with integrity and scientific backing.”
Mhlongo says despite the lack of guidance from government, the cannabis industry is developing with a momentum of its own.
“After decriminalization, the cannabis industry was hyper-focused on destigmatization and education. We are now in a time where the consumer is much more mature and has a deeper understanding of cannabis beyond its psychoactive effects. Consumers are moving away from high THC and are actively seeking out functional, precisely-dosed products” she says.
“While the legalities of cultivation and medical use is still evolving, the informal “grey market” and the constitutional right to private use means the consumer base is already massive. The challenge for 2026 will be the transition of this grey market into a formal, regulated “green market.”
She says that despite the challenges of unclear regulations, the market will continue to grow as more people become receptive to the idea of cannabis as a lifestyle.
Mhlongo says her mission is to “solidify Kuma Living as the voice for conscious cannabis consumption and plant-based wellness in South Africa. We are not just a publication, we are a community and curator of elevated living”.
“Kuma Living is a work in progress” says Hilton-Barber. “With the basic foundation in place we will be building the site to provide prospects for advertisers seeking to reach the health, wellness and beauty segment of the cannabis market”. Jade Viljoen has been appointed business development manager and is available on jade@cannabiz-africa.com. Nox can be contacted at noxmhlongo@gmail.com
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