Cosmetics, most notably cannabidiol-infused and hemp seed oil beauty products, are a fast growing product category in the cannabis industry. Now, cosmetic giant Estée Lauder has become one of the biggest to make a move into the cannabis space with its range of cannabis cosmetics.
A few weeks ago, one of Estée Lauder’s brands, Origin, launched a cannabis sativa seed oil infused face mask, which it has called “Hello, Calm”. The oil used in the product is non-intoxicating and has been extracted from hemp. Hemp is a variety of cannabis sativa that contains extremely low amounts of THC (less than 0.3%), the chemical compound responsible for the plant’s psychoactive effects. The brand new cannabis cosmetics product is currently available exclusively from Sephora’s online retail store. Sales start in store on October 5th 2018.
In a comment to Glossy Magazine, Julie Van Ongevalle, Global General Manager of Origin, said that potentially launching a line of cannabis cosmetics has been discussed by the brand for quite awhile. They decided to pull the trigger on it now because it felt like the right time.
“We didn’t do it before because it had negative connotations, but as more people start to understand the benefits of it – even in medicine – it’s become more acceptable,” she said. “We didn’t want to shock our customers.”
Origins is the first brand in the Estée Lauder Companies portfolio to create a cannabis product, as well as the first premium brand to do so. Other brands at Sephora that market the usage of cannabis ingredients include Milk Makeup, High Beauty and Fresh.
According to market research firm, the Brightfield Group, “as hemp CBD is extremely versatile, companies have begun infusing it into everything from facial scrubs and deodorant.” Furthermore, “there is a great deal of room for innovation in this sector, and topicals ad beauty products are expected to explode with legalization and the entry of major consumer packaged goods (CPG) companies.”
The report mentions that the rapidly growing CBD market hit $170 million in 2017 and expected to reach $1 billion within the next three years.