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August 05, 2019
How the Cannabis Beauty Trend is Expanding Into Makeup

BY MARIE LODI

CBD beauty is poised to do big business: it’s projected to reach $25 billion in the global market in the next decade, accounting for 15% of the skin care category alone. While the past few years have seen an overwhelming surge of CBD in skin care, there’s major potential for cannabidiol to infiltrate other areas of the beauty industry. Because of CBD’s anti-inflammatory properties, it has the potential to help treat skin issues like psoriasis and acne, so it makes sense to be in moisturizers and serums. But does adding cannabidiol to our lipsticks and eyeshadows make sense? What are the benefits of CBD beauty products, exactly?

CBD Makeup Products

As the former CMO of Papa and Barkley and the founder of soon-to-launch CBD beauty brand, Frigg, Kimberly Dillon has been at the forefront of the CBD trend for years. However, she does question the efficacy of CBD when it comes to certain makeup products. “I wonder about the mascara, or makeup that doesn’t actually interact with your ECS [endocannabinoid system],” Dillon says. “Skin care makes sense—transdermal patches, things that can stay on your skin for a decent amount of time. For makeup that actually can stay on your skin, like foundation, I think there could a possibility of efficacy there. A CBD primer or something that's underneath and stays on your skin could be interesting.” Dillon also thinks CBD makeup should have a clean formulation overall. “If you just put CBD in a product that has, otherwise, pretty nasty ingredients, it’s sort of refuting the point for me,” she says.

The good news: there are already some CBD makeup brands that incorporate natural, clean ingredients in their products, such as Saint Jane. The brand has become known for its Luxury CBD Beauty Serum and is now adding color cosmetics to its offerings, including lip gloss and an upcoming lipstick line. “We believe CBD should be used thoughtfully and with ingredients that support the CBD mission, so we pair it with other calming, nutrient-rich botanicals. We also make sure we create products that absorb into the skin because we believe in the powerful topical benefits of CBD,” founder Casey Georgeson explains. She also says it was natural for the brand to expand into makeup. “We see makeup as an extension of skin care,” Georgeson says. “What you put on your body matters as it will ultimately be absorbed through your skin. By including CBD in our lip gloss, and in our upcoming lipstick, we are leveraging the powerful wellness benefits of CBD in makeup.”

CBD Makeup Brands

Atomic Makeup is an NYC-based vegan and cruelty-free beauty brand that uses both CBD and hemp seed oil in its products. It’s also one of the first brands to launch CBD-based cosmetics, which currently include a line of liquid lipsticks and glosses. For Atomic Makeup CEO,Felipe Vasconcelos, launching makeup with cannabidiol was a no-brainer. But what are the benefits of CBD oil when it’s used in, say, eye shadow or concealer? “With CBD makeup, you get all the great benefits that CBD has to offer for skin care, in addition to looking great. CBD has amazing antioxidant properties that are more powerful than vitamins C and E. It also has known antibacterial and anti-inflammatory properties that are integral to any skin care routine,” he explains. Vasconcelos also says the brand is planning to release a full line of CBD makeup by the end of the year. “At the end of August, we are launching our CBD cream eyeshadows, and later this year we are launching CBD liquid foundation and concealers.”

Because research, innovation, and legalization is an ongoing process in the cannabis industry, it can be hard to predict what tomorrow looks like, but one thing we can count on is the CBD beauty category getting bigger. As Vasconcelos points out, more mainstream beauty industry players,such as Estée Lauder and Unilever, are already making moves to get their own piece of the CBD pie, while CVS, Walgreens, and Rite Aid are alreadyoffering CBD products. However, consumers should make an effort to educate themselves and be informed, Dillon says. “The one thing we haven't quite figured out is how much CBD one should be looking for—and if that's even a relevant question, because I don't necessarily know how much Vitamin D is in my other products,” she says. “I do think it's important for the consumer to be more empowered."

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