Emily Smith01.20.20
CBD products have taken the beauty world by storm. Despite their relatively recent entrance into the mainstream, the global CBD skincare market is projected to be worth a whopping $1.7 billion by 2025, expanding annually at a compounded growth rate of 32.9%. Every consumer-packaged goods retailer, from drug stores like Walgreens to beauty brands like Sephora, wants to get a piece of the action.
Why are CBD beauty products so popular? What’s behind all of this recent hype? A few possible catalysts for the trend include:
- Potential Beauty Benefits: CBD oil has been shown to possess anti-inflammatory and pain-relieving properties, allowing it to be an effective component of treatment for eczema, acne and dry skin.
- Celebrity Endorsements: The CBD trend has also found its share of celebrity evangelists, such as Melissa McCarthy who reportedly rubbed CBD oil on her feet before last year’s Oscars, and Kim Kardashian, who threw a CBD-themed baby shower.
Trend #1 - Creating a Sense of Luxury
While undeniably increasing in mainstream popularity, CBD beauty products are still widely regarded as high-end, luxury options—this is despite cheaper options popping up in corner stores and gas stations.
Through the use of bold patterns and rich colors, brands such as Lord Jones and Saint Jane seek to convey that sense of quality and exclusivity to their customers.
Shown in the photos above: Saint Jane, far left; Lord Jones, far right.
Trend #2 - Allusions to Nature
A major selling point of CBD beauty products is their use of naturally occurring oils and extracts as opposed to artificial ingredients.
To actively remind customers of this, brands such as Sagely Naturals and Herbivore (shown above, center) include green color palettes and design elements associated with plants and nature in their packaging design.
Trend #3 - Transparency and Full Disclosure
Customers have increasingly high expectations on transparency from beauty brands. That’s why brands such as Kiehl’s and Khus + Khus ensure that information on the product’s contents are clearly displayed on the packaging. Because customers and public authorities like the FDA are still wary about the potential risks of CBD, more brands may adopt similar strategies to build public trust.
Summing It Up
Within the competitive CBD beauty game, effective and compelling packaging becomes more important than ever. As more brands continue to enter the industry, it’ll be exciting to see what new trends emerge in the next few years, and which type of customer decides to invest in purchasing that kind of product.
