I thought we’d dive into the State of CDB in Beauty. In early February I attended a conference in which a panel of experts in beauty, manufacturing, Cannabis and the legalities of it all shared their insight and experience with working with beauty and personal care in launching Cannabis products.
One reason CBD in beauty is such a hot topic is because there’s a big space in the cannabis industry that’s not speaking to women. There are a ton of dispensaries with really cool branding and packaging but none of it ( or very little) are addressing women’s interest or needs.
This is in great contrast to how many female consumers are actually looking for Cannabis products. In May 2019 CBD received 3 times more searches than Beyoncé. That’s a lot of searches. I think what’s driving this search is the belief that CBD beauty products will cure some skin issues. A lot of that belief is driven by brand advocates aka “influencers” stating claims about how CBD cured their skin issues from whatever brand they are representing. Some research has shown that CBD may help with acne due to its ability to reduce the production of sebum. More research has also shown its effectiveness in treating eczema and psoriasis.
Claims about Cannabis curing illnesses, infections and disease are not new. In fact, healing through CBD is one of the drivers that helped build momentum to legalization. In full disclosure, I had a parent who relied heavily on Cannabis for relief from rheumatoid arthritis. Research in recent years has validated what many believed for decades, that CBD may be effective in alleviating chronic pain and inflammation. Beauty brands can not claim that the CBD will affect the function of the body. Meaning that a brand can’t make claims that the products will treat or prevent disease, infections, etc.
But what has remained very confusing for many consumers is how effective is CBD is beauty products. It’s important to know the difference in the various oils derived from Cannabis. There’s full-spectrum CBD oil, broad- spectrum CBD oil and CBD isolate. Beauty brands use board-spectrum CBD or CBD isolate. Broad spectrum CBD contains a range of cannabinoids, terpenes and flavonoids derived from hemp. There’s no THC is broad-spectrum CBD oil. CBD isolate is the purest form of CBD, containing no other compounds from the hemp plant. Here’s an easy way to tell whether you’re buying a beauty product with broad-spectrum CBD oil or CBD isolate. Price. Drug store brands, aka affordable beauty brands are likely using broad-spectrum CBD oil derived from hemp. It will likely say something like, “hemp derived cannabis sativa oil”. More expensive brands, aka prestige brands will likely have the number of milligrams listed in the ingredient and will say “CBD isolate”. Pretty simple.
CBD in beauty is only going to accelerate from here. With COVID-19 impacting consumer behavior in the beauty space, data has already shown more and more beauty shoppers are spending on skincare instead of color cosmetics, leaving lots of opportunity for beauty brands to cash in on the CBD beauty craze.