The beauty industry is always on the lookout for the next “it” ingredient, and CBD (Cannabidiol) has been causing quite a stir over the last few years. In this article, we’ll explore how brands are embracing this trend and the need for customer education about CBD’s effects.
What is CBD?
CBD is an extract of the cannabis plant that contains around 80 different cannabinoids. Unlike THC, the psychoactive cannabinoid that produces the “high” associated with cannabis, CBD is believed to have anti-inflammatory and calming properties without altering a person’s state of mind.
CBD and the Beauty Industry
Once cannabis was legalized in various states in the USA, products containing CBD started popping up. The beauty industry was quick to jump on the bandwagon, and the US market for cannabidiol derived from hemp is predicted to be worth $22bn by 2022. In the UK, CBD is legal, and the number of people using CBD oil is steadily growing. CBD’s popularity reflects the prevalence of today’s anxiety economy as many consumers seek products that can help them relax. CBD is also becoming increasingly popular among Millennials and Gen Z, who have less interest in alcohol and partying than previous generations.
CBD Beauty Brands
CBD has become the beauty industry’s new star ingredient, and it’s ultra-versatile, edible as well as topical, and can now be found in makeup, skincare, and even hair products. Established brands are beginning to release products containing cannabis extracts, but new beauty brands are really capitalizing on the trend. They’re also rebranding cannabis by creating chic identities and packaging to shake off some of the stigma still attached to the drug.
Retailers Go Green
Mainstream retailers in the US are also adapting to the cannabidiol trend, which is helping to normalize its usage. For example, Barneys Department Store launched a department dedicated to CBD products in its Beverly Hills Flagship. Called “The High End,” the section stocks beauty as well as lifestyle products. Nieman Marcus also began stocking cannabidiol brands online and in some stores this year as part of its Trending Beauty initiative to introduce new product categories. Other retailers like Sephora and Cult Beauty have created dedicated cannabis categories so people can easily shop for cannabidiol products. As laws around cannabis change in other countries, retailers around the world will likely join their US peers in spotlighting CBD products.
CBD’s popularity in the beauty industry shows no signs of slowing down, and brands are racing to develop new products containing this trendy ingredient. However, there’s a need for more customer education on CBD’s effects, benefits, and potential side effects. As consumers become more informed, the market will continue to grow, and retailers worldwide will likely start to capitalize on this trend.
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