Cannabis-based beauty products steadily gained popularity with U.S. consumers over the past several years, and 2019 is predicted to follow suit.
According to a blog post on www.klinegroup.com, the trend's buzz first began with smaller indie brands, including Optiat and MGC Derma. In 2018, Estée Lauder’s Origins launched Hello Calm: Relaxing and Hydrating Face Mask with Cannabis Sativa Oil.
The blog post states, "2019 is expected to witness more luxury, mass and specialty players entering into this rapidly advancing market. With the ever-growing interest and preference toward more natural products, consumers look to expand their curiosity, turning to the advantages of cannabis as a key beneficial ingredient."
In addition to skin care products, brands are utilizing cannabidiol (CBD) in other beauty offerings. Milk Makeup, for example, launched Kush Mascara on April 20, 2018. The mascara contains CBD which is used as a binding agent, instead of traditional beeswax, the post explains.
CBD, known for its smoothing, anti-inflammatory properties, is reportedly suitable for face masks, creams, serums, lip treatments and even hair products.
Kline goes on to say that brands interested in cannabis-based products may face the challenge of differentiating the use of hemp seed oil against CBD—it is understood that hemp-derived products' levels of CBD are not high enough to have an efficacious impact on the skin, while products containing CBD oil will provide the expected benefits. Products utilizing CBD oil must be labeled as such according to U.S. law.
According to Kline, this differentiation can be seen as an opportunity for brands to educate their consumers on the efficacy and use of cannabis as an ingredient in their choice of product, thus gaining the trust of experimental consumers who view cannabis as the new trend or movement in beauty.
For the full blog post, please visit www.klinegroup.com.