Several years ago, CBD – Cannabidiol, entered the Beauty scene. New product lines with CBD as a key ingredient appeared – oils, gummies, capsules, and skincare. Each product claimed to have incredible therapeutic benefits. Let’s start with what CBD is and then discuss how the now-Cannabis-savvy consumer views Beauty Products infused with CBD.
 
CBD comes from the Sativa plant as does THC (Tetrahydrocannabinol, the sibling of CBD which is the part of the plant that creates a “high”). Sativa has been documented as being used for medicinal purposes as early as 750 BC in China. CBD is touted for delivering relief for anxiety, depression, post-traumatic stress (PSD) disorder and to support better sleep. Part of CBD’s popularity is that it claims to be “non psychoactive,” and that consumers can reap health benefits from the plant without the high.
 
Cannabis has become so accepted in our society that it has gained huge status in North America and continues to grow, receiving essential product status in the U.S. and Canada last year. And with more U.S. states voting to legalize cannabis for recreational use, many industry experts have suggested that the cannabis industry will prove to be recession-proof post-pandemic.

No Longer a Solo Act

CBD is no longer a linchpin, brand-driving ingredient. Shrewd companies are complementing the cannabinoid’s beauty-supportive properties by blending it with other hero ingredients such as argan oil and adaptogens. Meanwhile, forward-thinking companies are experimenting with minor cannabinoids like rest-promoting CBN and anti-inflammatory CBG. Skincare brands like Colorado’s Trust Biologic are experimenting with multi-cannabinoid blends to boost efficacy. The company recently released a hydrating cream that mixes CBD and CBG in equal parts, as they claim this balance heightens the product’s anti-inflammatory effects, mediates the skin’s oil levels, and subdues acne-causing bacteria.

To enhance CBD’s performance, many brands are blending cannabinoids with other proven skincare ingredients.
 
California skincare brand Wldkat mixes CBD and hemp seed oil with adaptogens (including functional mushrooms and saffron extract) to instill a sense of calm, energy or focus.

Argan oil and vitamin E complement CBD in the shampoos and conditioners from U.S. haircare brand Candor. Used together, the brand claims these ingredients promote scalp health. And in the UK, skincare brand Sens8ate blends CBD with other nourishing oils – like rosehip and marula oil – across its facial line.

Formulating for Beauty Efficacy

Research is leading to improved knowledge about how to maximize CBD’s skincare effects. U.S. brand Dieux finances clinical trials to inform how it deploys and doses CBD. This science-backed approach has helped to turn its serums and masks into star-sellers; its reusable CBD eye mask routinely sells out.

Diversifying CBD Beauty Consumers

From stressed-out mothers to of-age Gen Z, beauty brands are doubling down on the message that everyone can benefit from CBD.
 

• To market its CBD-infused personal lubricants, California brand Personal Fav engages in conversations ranging from toxic additives in sex toys to overlooked LGBTQ+ icons. 


• California brand Undefined – a participant in the 2021 beauty accelerator program from American superstore Target, bills its CBD skincare as “clean, conscious, inclusive plant magic.” Its packaging features women of color to underscore its target audience.


• Mexican brand Xula addresses concerns like sleep, stress, and PMS through its “ancestral plant remedies” that blend full-spectrum CBD with herbs common in Mexican culture.


• American CBD brand Happy Dance positions its infused face creams as a solution for millennial mothers who want to feel and look alert.


• The infused patches from U.S. CBD retailer Fleur Marche are designed to target wellness needs – like energy or sleep – in a youth-friendly format (see Starface in Gen Z Brands to Know). The patches are Fleur Marche’s debut private label product and represent a younger aesthetic than the items stocked on its online store.

 
CBD used to be a key benefit when it was found in products, now more discerning consumers are asking questions like, “how can this CBD product fit into my specific lifestyle?” or “I’m looking for CBD plus more benefits.” CBD has officially hit mass appeal and mainstream channels, so shrewd brands must continue to answer growing consumer needs/questions through education, brand values and intimately understanding customer need-states where CBD as an ingredient can provide genuine value.
 
About the Author 
Ms. Elenita (Elle) Morris is senior vice president of Global Strategy at Marks, part of SGS & Co., a brand experience agency delivering global vision with local relevance in North America, Europe, Asia and beyond. She is a recognized consumer packaged goods brand design thought-leader with particular expertise in beauty, haircare and skincare. Follow Elle Morris on LinkedIn.