Startups and established brands are harnessing CBD in greater numbers as consumers are looking for the perceived benefits it can offer in a variety of products, from topical pain relief to lip care to facial masks.
According to Clare Hennigan, senior beauty analyst, Mintel, 29% of women who use beauty products have heard of hemp seed oil and look for it in the products they purchase; 26% have heard of hemp CBD and look for it in the products they purchase.
“Not only are these ingredients on-trend due to their perceived emotive benefits, but due to their physical benefits as well,” she said.
According to BASES, a Nielsen Global Consumer Business, as interest in cannabis is expanding, U.S. sales of hemp–CBD products are expected to grow more than 3.5x from 2020-2025, exposing new opportunities for brand innovation and forcing category leaders to play smart offense.
A quick scan of the category shows that many brands—large and small—are including CBD in their playbook.
Avon rolled out its first facial oil infused with CBD in early 2020. Green Goddess Facial Oil, extracted from hemp, also contains vitamins A, D, E and essential fatty acids. According to the company, it helps relieve irritation and reduces the appearance of redness and skin discomfort. Green Goddess Facial Oil contains 99% natural ingredients, is suitable for sensitive skin, rich in omega fatty acids and vitamin E, sustainably sourced, fragrance-free, vegan, hypoallergenic, dermatologist-tested, and THC-free.
Amway, too, is tapping into the trend with its new Artistry Studio Skin launch. The newly unveiled line includes products like cleanser wipes, acne treatments, and sheet masks. Amway said a CBD facial oil will come to market on Nov. 18.
SexyHair is harnessing CBD in its new Calm SexyHair, which it bills as the first-ever full hair care range using “99% Pure CBD” derived from the hemp flower. The five-product collection is formulated to soothe and strengthen hair from roots to ends and features a shampoo, conditioner, leave-in conditioner, all-style dry-crème, and oil elixir.
According to SexyHair Brand Manager Ashley LeRoy, the range, which debuted after 18 months of R&D, was created with CBD isolate derived from the hemp flower, which contains 99% Pure CBD. The line also boasts a blend of avocado and macadamia cold-pressed oils that deliver vitamins, minerals, and fatty acids. These ingredients work together to help revitalize and strengthen strands while delivering soothing properties of CBD to the scalp, according to the brand.
Maskne, also known as mask acne, is a trending problem. CBD is heralded by several brands as a means to eliminate this common skin malady, and Clean Mask Refresher by Pure Bloom CBD aims to address the matter.
With one spray, Mask Refresher sterilizes face masks and prevents breakouts—a two-for-one solution. Pure Bloom’s CBD Clean Mask Refresher combines bacteria-killing alcohol with CBD, tea tree oil, and French lavender to clear up maskne and clean germ-ridden masks. The quick-drying ingredients are ideal for the clean-conscious consumer who wants the antiseptic power of 80% alcohol with the full spectrum benefits of CBD.
Fellow independent brand Mantra Mask introduced THC-free CBD sheet masks and eye gels, made in the U.S. and formulated to achieve optimal absorption and results for all skin types. Users can reap the benefits of CBD in a Pore Refining Mask, Marine Hydration Mask, and nourishing Coconut Eye Gels.
The Hemp CBD Pore Refining Facial Sheet Mask is designed to cleanse, detoxify, soften, and brighten for immediate skin radiance. Broad-spectrum, THC-free CBD (30 mg) restores skin’s natural glow, reducing inflammation and delivering gentle detoxification. Red clover and pomegranate extracts, along with colloidal oatmeal, COQ10, alpha lipoic acid, and vitamin C, help remove dead skin cells and combat daily environmental damage. Turmeric and bearberry extracts smooth and clarify. Ginger, mint, aloe vera, and Tahitian gardenia soothe and refresh. Birchwood bark and witch hazel extracts work with bentonite clay to cleanse and purify. Prickly pear and other natural fruit enzymes brighten, while a combination of green, white, and black tea extracts refine pores.
The antioxidant-rich Mantra Mask Hemp CBD Marine Hydration Facial Sheet Mask works to tighten, moisturize and rehydrate with the tantalizing aromas of gardenia and coconut. Luxurious Tahitian sea minerals offer antioxidants to condition and rejuvenate. High in protein, essential fatty acids and vitamins, spirulina algae works to gently smooth and hydrate dry, damaged skin. California sea kelp and Dead Sea salts fortify cells and restore moisture. Wakame seaweed draws out impurities while delivering beneficial nutrients. Broad-spectrum, THC-free CBD (30 mg) detoxifies and minimizes oil while reducing redness and irritation for a more even-toned complexion.
Mantra Mask is also selling Hemp CBD Coconut Eye Gels, which feature natural, nano-encapsulated CBD (30 mg) that penetrates deeply to minimize dark circles, puffiness, and wrinkles. Fast-acting rye seed extract, vitamin K, and rice peptides nourish skin and improve elasticity. Pomegranate, green tea, and aloe rejuvenate and purify, restoring vitality and waking up tired eyes, the company said.
Health and beauty company Hugs Wellness, Austin, TX, addresses the eye area with a new serum that applies CBD in addition to other natural ingredients. Hugs contends it has been successful in its ability to not only use high-quality CBD in its products but to combine CBD with other natural ingredients like aloe vera, Swiss apple stem cells, honeysuckle and more, that help boost the beneficial effects.
CBD is popping up in many other applications—from beauty to body care to bath time. Iowa-based organic beauty brand Eco Lips launched its first broad spectrum CBD line, CBD ME, available in three flavors—lavender orange, lavender mint, and natural. Each balm is made with hemp-derived broad-spectrum CBD extract, sustainably grown through regenerative agriculture practices, according to the company.
WLDKAT skin is a collection of unconventional skin care products created for the modern femme, said the indie beauty brand. Its Coconut Water + Noni Fruit Electrolyte Spray is a dose of hydration and glow in one shot. Stacked with 150 mg of broad-spectrum CBD, coconut water and noni fruit, this facial spray helps fight free radical damage, leaving skin smooth and hydrated.
In the midst of uncertainty and crisis brought about by the COVID-19 pandemic, self-care has become vital. A new organic and vegan beauty line infused with CBD, I+I Botanicals, is tapping into the trend with skin care and wellness products infused with CBD. This clean beauty company based in Annapolis, MD, pairs American-grown, lab-tested CBD with clean, responsibly sourced ingredients to create a lineup of products that is suitable for all skin types and addresses many of the biggest skin care issues.
The brand’s CBD-infused collection includes a moisturizing Dry Oil Body Mist with jojoba oil, moringa oil, and a blend of citrus essential oils; hydrating face serum containing prickly pear seed oil and hyaluronic acid; and a rich-foaming exfoliator coffee body scrub with Fair-Trade Ethiopian coffee and seaweed.
Nutiva, which calls itself an innovator and advocate for the advancement of hemp-based products and organic hemp cultivation for 20 years, debuted Organic Full Spectrum CBD products available in two lines: Organic Full Spectrum CBD Tinctures and Organic Full Spectrum CBD Body Care (Body Oils and Roll-Ons). Both contain the highest quality, organically distilled full spectrum CBD extract for optimum cannabinoid purity, plus organic essential oils and antioxidant MCT oil, according to the company.
“Since Nutiva was founded in 1999, hemp has been at the heart of what we do,” said CEO Steven Naccarato. “We’re so proud of our roots advocating and innovating revolutionary hemp products since day one—we actually launched the very first hemp food bar in the U.S. Our new Full Spectrum CBD product line marks an exciting new chapter for us and the industry as we’ve created a ground-breaking closed-loop, USDA Certified Organic and fully transparent supply chain for organic hemp. This supply chain helps deliver a consistently pure CBD product that lives up to our name.”
Nutiva’s Organic Full Spectrum CBD tinctures, body oils and roll-ons are crafted with proprietary hemp strains bred to deliver optimal characteristics and manufactured with food-grade extraction processes, organic distillation, and ultra-filtration, which increases cannabinoid purity. This cutting-edge process ensures that the full spectrum of hemp compounds are present—cannabinoids, including CBD, CBG, CBN, and CBC, terpenes, and flavonoids. Each product utilizes high-quality organic MCT oil as a stable, odorless carrier oil from which Nutiva has pioneered production from organic coconuts, which is considered optimal for applying and ingesting CBD.
Nutiva’s CBD is extracted from hemp grown on a closed-loop, USDA Certified Organic and fully transparent supply chain from a single farm in Colorado. The farm uses regenerative, organic farming practices in full compliance with the regulations established by the Colorado Department of Agriculture’s hemp pilot program.
Fort Lauderdale, FL-based Dr. G’s CBD—which got its start as a “passion project” by chiropractor Dr. Jeffery Gamble—touts Dr. G’s Spicy/Cool Soothing Body Balm. The formula contains organic coconut, sesame, and hemp oils; organic beeswax; and 100% therapeutic grade essential oils (peppermint, wintergreen, geranium rose, lavender, bergamot); capsicum; 100% pure vitamin; and 300 mg of organic hemp CBD. It was created to relieve muscle tension wherever needed and comes in two forms—a cream and stick.
A manufacturer and distributor of hemp-derived CBD products under brands like Hemp Bombs and Nature’s Script, Global Widget expanded its collection of CBD topical products with CBD Pain Relief Roll-On and a “high potency” CBD Pain Relief Gel containing 1,000 mg of CBD.
“We have taken our best-selling CBD Pain Relief Gel and, as a result of direct consumer feedback and trends, transformed it into an easy-to-apply, mess-free roll-on application,” Kevin Collins, co-founder of Global Widget, said in a statement. Each roll-on bottle contains 200 mg of CBD alone and the same ingredients as the original pain relief gel. The launch follows others by brand, including a hand and body lotion, heat relief spray, and bath bombs.
The most recent step in that process comes by way of a new ambassador: NHL star Seth Jones. A defenseman for the Columbus Blue Jackets, Jones joins Uncle Bud’s growing circle of ambassadors who have partnered with the brand to further its pursuit to democratize the powerful benefits of hemp and CBD such as NBA star Earvin “Magic” Johnson, actress/activist Jane Fonda, and Grammy Award-winner Toni Braxton.
“There is so much potential as more and more people will not only be able to understand how hemp and CBD can play a tremendous role in improving their wellness, but that they will be able to instantly incorporate it into their lives,” said Jones. “Personally, I noticed an immediate difference in the recovery of acute aches and pains, and an enhancement of my overall well-being when I began using Uncle Bud’s. As an athlete, I now consider the products daily essentials. They have become a critical part of my routine, in everything from day-to-day training to preparing for the season’s games,” added Jones.
KUL CBD’s range will be sold in five stores in Los Angeles and will be expanding into Curacao stores in Nevada and Arizona. Nitzia Chama, actress and producer best known for her part in American Crime, has been taking part in events to launch the KUL CBD range to customers, including the Latinx community. KUL CBD’s ranges include CUL Beauty Products such as exfoliating cleanser, facial serum, anti-aging moisturizers, and night treatments, as well as QUL Wellness Products like a muscle and joint body cream.
According to a recent study by Allied Market Research, the global CBD skin care market is anticipated to reach more than $3 billion by 2026, rising from $633 million in 2018. As the marketplace expands and sales rise, there remain calls for more oversight and guidance for makers and users alike.
In August, for example, the National Industrial Hemp Council (NIHC) filed comments with the U.S. Food and Drug Administration (FDA) to help direct its work on establishing a policy of enforcement discretion on CBD products.
The comments were filed after the NIHC participated in a listening session with the FDA’s CBD Working Group in July in which members of NIHC’s Consumer Protection Task Force emphasized the importance of establishing basic safety standards to protect consumers in this nascent industry and committed to follow up in writing with detailed policy recommendations. The NIHC also met with the White House Office of Management and Budget (OMB) as part what is expected to be the forthcoming regulatory process.
“NIHC members support safety standards for our industry. We are well aware of the reports of inconsistent products that do not contain the ingredients listed on the label, those that feature unsubstantiated health claims, or which contain excessive THC levels or other contaminants,” NIHC Board Member Patrick Atagi wrote to the FDA in a letter filing the comments. “Our mission is to help advance the hemp industry through safe, reliably manufactured products that consumers can rely on and we’re glad to partner with FDA to bring this to fruition.”
The comments submitted by the NIHC focused on five key regulatory points:
- Existing studies support safety of human consumption of CBD in dosing appropriate for dietary supplements and conventional foods;
- FDA should continue to allow marketing and sale of CBD cosmetics while it investigates CBD consumption’s systemic impact on humans;
- Clarity regarding standardized testing requirements and laboratory practices;
- Standardized national manufacturing and labeling requirements for product transparency; and
- Definitions for key terms (e.g., “broad spectrum,” “hemp extract,” etc.)
“We believe that including these points in a policy of enforcement discretion would provide clear guidance for industry regarding FDA’s expectations for manufacturing and labeling CBD products,” Atagi concluded.
Greater clarity will help brands and stakeholders that want to grow their presence in the sector. For example, health and wellness company Neptune Wellness Solutions Inc., in Laval, Quebec, wants to expand its line of cannabis consumer product goods by selling products to the U.S.
“Our consumer and hemp-based products already sell across North America. As more clarity develops around cannabis regulations and countries move toward legalization, we can quickly scale our brands to introduce additional cannabis products to complement our hemp and essential oil lines,” said CEO Michael Cammarata.
If that name sounds familiar, it should; Cammarata was the co-founder of Schmidt’s Naturals, a natural personal care company that was acquired by Unilever in 2017. He left Schmidt’s in 2019 to join Neptune, which operates in B2B (cannabis and industrial hemp extraction, turnkey product development) and B2C (selling hemp balm and essential oils under the Forest Remedies and Ocean Remedies banner).
Neptune Wellness Solutions also recently released data from an independent survey that showed some rare-in-the-U.S. bipartisan support around cannabis in general. In a study conducted by OnePoll on behalf of Neptune, 71% of Democrats and 67% of Republicans agreed that federal restrictions on marijuana should end and that cannabis should be legalized.
Political affiliations aside, Cammarata is bullish about CPG because of the benefits it can bring to a range of products across personal care. “We see the opportunity to take cannabis beyond recreational consumption. With cannabinoids’ antifungal, antibacterial and moisturizing properties, we can revolutionize products from toothpaste to deodorants, to hand sanitizers and disinfectant wipes. Cannabinoids and plant-based ingredients are CPG’s future, and innovative partnerships and product development put us at the forefront.”
The U.S. FDA’s Office of Women’s Health announced that it will host a virtual scientific conference, “CBD and Other Cannabinoids: Sex and Gender Differences in Use and Responses,” on Thursday, Nov. 19.
The public meeting, which will run from 9 am to 4 pm EST, will provide further insight into the scientific evidence suggesting the presence or absence of sex and gender differences in use and responses to CBD and other cannabinoids. Conditions for which CBD is often marketed, such as chronic pain, anxiety, depression, and sleep disturbances, are more prevalent in women than men. Therefore, consideration of issues pertaining to the safety of CBD products may be particularly important to address in women. In addition, use of CBD and other cannabinoids during pregnancy is an important public health concern that will be highlighted at this meeting, FDA said.