• Awaye™ is a unique over-the-counter pain relief cream made from natural active ingredients
• Awaye™ is clinically tested, non-addictive pain relief product developed and made in Canada

MONTREAL, Oct. 19, 2021 /CNW/ - Canadians struggling with chronic pain have a new therapeutic option called Awaye™, a first of its kind therapy that leverages the body's own pain-defense mechanism, also known as the endo-cannabinoid system. Developed by Canadian-based Lumiera Health Innovation, and approved by Health Canada as a natural health product, Awaye™ is indicated for those suffering from painful strains and sprains (involving muscles, tendons and/or ligaments), chronic low back pain, and arthritis. Awaye™ is a cream applied to the affected areas and is clinically tested to be safe and effective.

"It is estimated that one in five Canadians live with chronic pain," said Carlos Ponce, Chief Executive Officer, Lumiera Health Innovation. "But despite the number of pain relief products on the market, pain sufferers are generally dissatisfied with existing options and continue to search for effective solutions. In some cases, this can lead to the use of stronger, addictive medications. We know that pain changes people. Our goal was to develop something that not only meets a need for a novel pain relief solution, but one backed by science, that is easily accessible to sufferers and that is safe, non-addictive and effective. We are proud to say that Awaye™ is the only topical pain relief product available over-the-counter, that uses phytocannabinoids, without the use of cannabis, to reduce pain and inflammation," said Ponce. 

Awaye's™ novel formulation combines two agents with complementary mechanisms of action: capsaicin derived from the cayenne pepper, and β-caryophyllene. Capsaicin activates the transient receptor potential vanilloid 1 channel, (TRPV1) a receptor involved in pain transmission.

β-caryophyllene is a natural terpene found in many essential oils including clove oil made from the stems and flowers of Syzygium aromaticum, as well as in rosemary and hops. It activates the receptors in the body's endo-cannabinoid system (ECS), a natural pain and anti-inflammation defense system that helps deal with pain, among other vital functions. β-caryophyllene specifically activates the cannabinoid type 2 (CB2) receptors to help decrease pain and inflammation.

"Pain is a common problem, affecting all age groups and demographics. There are a significant number of Canadians who are living with moderate to severe pain that interferes with their daily routine and regular activities. They suffer from a variety of ailments and conditions including sciatica, low back pain, neck pain, and sporting injuries. And, in fact, for many pain sufferers, it can be challenging to find an effective product to control pain so they can function day-to-day," said Dr. Maher Obeid, a leading Chiropractor and Pain Management Practitioner.

"Awaye™ is safe, odour-free, non-addictive, and provides huge relief from acute and chronic pain. Offering my patients a new pain relief option that complements the existing pain treatments, therapies and cutting-edge care looks promising. It works well on pain areas, and the result is the fast and effective relief of pain," said Dr. Obeid.

"Keeping Canadians healthy, physically active and able to enjoy sports, exercise and activities of daily living pain free is a tall order," said Mr. Ponce. "This has been especially difficult over the past 18 months and exacerbated by a lack of physical activity and emotional stress that has been experienced. I am confident that pain sufferers and healthcare professionals will welcome a new option to manage pain as Canadians get back into their routines or create new ones."

Awaye™ is available online at awaye.ca and amazon.ca, and soon over-the-counter in select natural health store channels.

About Lumiera Health Innovation
Lumiera Health Innovation (a division of Lumiera Health Inc.) is a Canadian-based natural health product company whose goal is to help improve people's lives by delivering innovative health products inspired by nature. As a pioneer in the health and pain management, the Lumiera brand is rooted in its core values of science, nature, and compassion.

Passionate about making people feel better, Lumiera delivers clinically proven solutions that work with the body's own systems. The name Lumiera signifies progress and discovery and pays tribute to Professor Lumir Hanus, a recognized pioneer in understanding the body's own endo-cannabinoid system and how it can be used to address unmet medical needs. For further information visit Lumiera at https://www.lumiera.ca

Forward-looking information

Certain statements contained in this press release constitute "forward-looking information" as such term is defined in applicable Canadian securities legislation. The words "may", "would", "could", "should", "potential", "will", "seek", "intend", "plan", "anticipate", "believe", "estimate", "expect" and similar expressions indicate such "forward-looking information" as they relate to Lumiera. All statements other than statements of historical fact may be forward-looking information. Such statements reflect Lumiera' current views and intentions with respect to future events, and current information available to Lumiera, and are subject to certain risks, uncertainties and assumptions. Such risks and uncertainties include, among others, the risk factors included in Lumiera' annual management's discussion and analysis for the year ended November 30, 2020, which is available under the issuer's SEDAR profile at www.sedar.com.  Material factors or assumptions were applied in providing forward-looking information. Many factors could cause the actual results, performance or achievements that may be expressed or implied by such forward-looking information to vary from those described herein should one or more of these risks or uncertainties materialize. Should any factor affect Lumiera in an unexpected manner, or should assumptions underlying the forward-looking information prove incorrect, the actual results or events may differ materially from the results or events predicted. Any such forward-looking information is expressly qualified in its entirety by this cautionary statement. Moreover, Lumiera does not assume responsibility for the accuracy or completeness of such forward-looking information. The forward-looking information included in this press release is made as of the date of this press release and Lumiera undertakes no obligation to publicly update or revise any forward-looking information, other than as required by applicable law.

SOURCE Lumiera Health Inc.

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