Cannabis marketing & CBD cosmetics

As cannabis continues to filter its way to the mainstream, the more people feel comfortable buying products that infuse CBD as an ingredient. One product heating up the market is cosmetics. From luxury items to everyday products, the CBD beauty market is taking over business.

Companies like Milk Makeup, Credo, and Scotch Porter all produce CBD-based products, while bigger brands like Estee Lauder and L’Oréal are creating hemp alternatives to popular lines. For cosmetic marketers, these product additions explode their market, even though a lot still rides on FDA approvals.

CBD is still a prohibited ingredient according to the Cosmetic Ingredient Hotlist. This list is approved by the FDA and Cosmetic Regulations (CR) to ensure that makeup manufactured, imported or offered for sale are safe for consumers to use. So how does CBD get included?

CBD is legal if it’s extracted from industrial hemp and labeled correctly. The other thing is that cosmetics don’t need FDA final approval, only food and drugs do, so there is a little more leeway for these types of brands. CBD is the non-psychoactive ingredient that does not give people a high but contains the natural health properties hemp plants are becoming known for. This reason alone is why there has been an increase in this ingredient in many beauty products.

Marketers are still in for a tough time. Because the FDA is so unclear about regulation of CBD, marketers are in the grey zone. As long as they don’t make unsubstantiated claims about the product – and state just the facts – marketers are safe. Other members of the supply chain, like manufacturers, must be cautious and are encouraged to discuss safe production techniques.

Cosmetics is a huge industry, as many products can be sold over the counter without a prescription. CBD-infused lipsticks, foundation, and skincare oils can easily be bought without a doctor giving you the approval. Arguably the biggest makeup brand Sephora has even started supplying specific high-quality CBD products to remain competitive in the market.

So where are we at with the numbers?

A study by Piper Jaffray analysts finds that the entire CBD market could be worth $50 billion to $100 billion globally. A report according to BDS Analytics says that sales for CBD products will surpass $20 billion by 2024. And Jefferies analysts estimate that the CBD category could reach $25 billion in the next decade with 15% of that total to the skincare market.

In this year alone, search trends for “CBD beauty” have grown by 370%, making it a huge untapped market for marketers. Although social media and advertising sites have strict regulations on what ads can and cannot be passed, there is always the grey zone that brands can tap into.

However, even with these strict guidelines, weed-based beauty is on the up-and-up. As the public perception of CBD continues to change, consumers will look forward to CBD-based products to weave into their personal care routine. Marketers must ensure accurate representation of product while being aware of the rules and regulations to increase their brand reputation – for the better.

Marketing CBD Cosmetics
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Marketing CBD Cosmetics
As the public perception of CBD continues to evolve, consumers will look forward to CBD beauty products to weave into their personal care routine. However, CBD is still technically an illegal ingredient to include in products. What’s a marketer to do?

Opportunities & Challenges for Marketers in the Commerce of Cannabis


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