e.l.f. CBD Launch Expands Skin Care Range

Jun 8th, 2020

Jeb Gleason-Allured

CBD skin care is helping fuel sales gains for e.l.f.

e.l.f. Beauty, which has performed well during the pandemic, has introduced an affordable Full Spectrum CBD collection for the face and body "to refresh, revive, and re-center the mind and body," according to the brand. The line is sold via the brand's e-commerce site and will debut at Ulta later this year.

Shopper data: U.S. Consumers on CBD

The collection includes the scent of Japanese citrus and chamomile and comprises:

100 MG CBD Facial Oil
50 MG CBD Moisturizer
50 MG CBD Eye Cream
50 MG Body Cream
5 MG CBD Lip Oil

Since its launch on May 15, the range has been among the 20 top-selling products in its skin care sector.

e.l.f. Cosmetics previously introduced a Cannabis Sativa Hemp Seed Oil collection, which drove a 27% skin care sales gain for the brand in fiscal year 2020.

“The skin care category has been outperforming cosmetics during the crisis, and CBD in particular is projected to be a 22-billion-dollar industry by 2022," said said Kory Marchisotto, chief marketing officer. "It’s a category our customers have shown great interest in and we’re excited to be able to build based on this demand, all at e.l.f. speed.”

The executive added, "I think there's a real desire at this time from consumers for wellness. And we're extremely proud to provide consumers with this Full Spectrum CBD line that delivers prestige quality in mass at extraordinary value.”