A recent stream of mainstream products infused with CBD and hemp have legit magical powers — without the high. For starters, CBD is credited with soothing pain, inflammation, and anxiety. In this era of modern “green” living, it should come as no surprise that cannabis beauty and wellness products are dominating both headlines and retail shelves.
According to a Forbes article published in August 2017, hemp-derived cannabidiol (a.k.a. CBD, a non-psychoactive cannabis compound that has significant medical benefits) is projected to be a billion-dollar market in just two years, as stated in a report by the Brightfield Group. And, The Hemp Business Journal estimated that hemp-derived CBD sales hit $190 million in 2017 (!).
Apothecary, personal care and grooming brand MALIN+GOETZ boasts a best-selling “Cannabis” candle, as does Instagram favorite Boy Smells, whose “Kush” candle features hints of cannabis, suede, white musk, amber Green, “and a wisp of delicate floral.” (Both candles bring new meaning to the term *lit*.)
This new wave of well-packaged weed in beauty and wellness led us to invite our favorite visionaries in this space, to a panel discussion at NeueHouse NYC all about “Luxury Meets Cannabis: A Conversation” on June 14th, as part of our “Elevated Talks” series.
From chic CBD-infused edible and skincare brand Lord Jones to MALIN+GOETZ, who launched a “cannabis collection” of Eau de Parfum and body lotion in addition to its aforementioned candle, we’ll be focusing on the much-deserved hype this fresh trend is currently experiencing.
(A sign of the times: Lord Jones’ signature CBD-infused gumdrops and its pain and wellness formula body lotions are now available at The Standard Hotel’s L.A. locations and will be rolled out nationwide this year.)
Self-Care + Soothing: Something’s in the Air
Aha moment: It’s no coincidence that cannabis-infused products are experiencing an uptick in popularity at the same time that “self-care” is in the spotlight, spawning trends like luxe baths and “masking” as daily rituals.
Cannabis is not only #trending as a wellness and beauty movement, but it’s also influencing beauty mood boards and trends. (Check out Urban Decay’s green eyeshadow shades!)
And with mainstream retailers like The Body Shop boasting a cream known as “Hemp Hand Protector” and clean beauty destination Credo carrying CBD-infused lip balm Vertly, the question needs to be raised: is apothecary the new dispensary?
The Beauty of Cannabis
The list of CBD and hemp-infused products turning up at beauty counters worldwide is ever growing, and creating the opportunity for new brands to emerge too.
Milk Makeup released “Kush” vegan mascara in time for 4/20, featuring CBD oil as a key ingredient. Its benefits include hydrating lashes and giving them extra volume.
Kana is a Lavender CBD Sleeping Mask combining the healing power of cannabidiol and K-Beauty. (Yasss.)
And marijuana isn’t just influencing the color palettes in cosmetics, it’s also proving to be a key ingredient in mani-pedis(!) at L.A.’s Bellacures salon, which has gained cult-status for offering the “Canna-Cure” featuring Kush Queen CBD-infused products.
Dudes, this one’s for you: Perricone MD offers CBx for Men, a hemp-derived phytocannabinoids product line, including a moisturizer and soothing post-shave treatment.
Good Vibes Only
Ingestibles, tinctures and “liquid zen”: professionals from all walks of life are enjoying the soothing, anti-anxiety benefits of ingestibles and edibles.
Soul Addict’s “Wellness Hemp Elixir” features its proprietary blend of hemp extract and virgin hemp seed oil.
Not Pot™’s cool aesthetic and irreverent name has made it a bestselling “herbal supplement”: chocolate hearts combine a calming combination of CBD-rich hemp oil, mood-boosting raw cacao, and ashwagandha.
Hitting Its Stride
The recent weed-related wellness and beauty movement has two critical components, which blend together to create the perfect storm.
First: Cannabis- and hemp-infused products actually work. As mentioned, its properties are effective in minimizing pain, reducing skin inflammation and alleviating tension—to name just a few benefits. Papa & Barkley, a cannabis-based pain relief brand, boasts a line of “Releaf Products,” from body oils and balms to tinctures and salt soaks. Equipped with the mission to “unlock the power of cannabis to improve people’s lives,” Founder & CEO Adam Grossman ensures Papa & Barkley’s mission is actionable through its innovative products and education.
Grossman explains: “Our first product was a homemade balm to help my elderly father with debilitating back pain. My partner Guy Rocourt professionalized that balm into the award-winning product we sell today. From that original balm, we have created a suite of pain and wellness products including balms, transdermal patches, tinctures and capsules, all with specific ratios of CBD to THC, allowing patients to customize their care.”
It’s one thing to have the products, it’s another to inform consumers: “On the consumer education front, we have produced a series called PlantMade: it’s the education arm of Papa & Barkley and is both online on YouTube and presented in person. For example, we have regularly scheduled Cannabis 101 talks with our retail partners and at active senior living communities. We find that many people are already aware of cannabis’ healing potential, but are eager for a deeper understanding and guiding hand.”
Secondly: The elevated branding of cannabis-related products is reshaping the perception of the industry.
Camille Chacra, founder of Allume, an online shop featuring cannabis lifestyle essentials “for the modern female toker,” explains the importance of elevated design and branding in this industry.
“The main objective was to create a unique brand that abided by that philosophy, instead of perpetuating stoner stereotypes, which you can still see in many brands. It’s not everyone’s groove, so I thought long and hard about what discreet female tokers like myself would identify with. It was also a major priority to provide an accurate representation of women who consume cannabis, including young professionals, moms, and activists from all backgrounds. It’s not just about buying a bong from the smoke shop down the street anymore; it’s about offering your customers a shopping experience that encourages them to enjoy their lifestyle on a whole new level with well-crafted, beautiful items they may not even know exist.”
Allume preaches “cannabis wokeness,” which “signifies an illuminated (or alluminated) state of mind when it comes to how we perceive cannabis or how we feel when we use it; it really speaks to the renaissance of cannabis culture.”
Allume has a section on its site called “The Collective,” dedicated to information and discussion. It publishes articles on all things weed and hosts a podcast called “Breaking the Grass Ceiling.”
From products to retail spaces, both online and IRL, high design and an elevated aesthetic are a recurring theme in the new wave of weed. Cannabis has gone from “Cheech & Chong” to chic.
Tokyo Smoke is a Canadian lifestyle brand with a Japanese influence that sells crystal pipes and credit-card-shaped grinders as well as coffee, juice, and snacks. With almost 10 locations across Canada and a first U.S. location slated to open in Seattle, COVETEUR dubbed Tokyo Smoke “the Starbucks of Cannabis.”
Josh Lyon, Vice President of Marketing for Hiku (whose portfolio of brands includes Tokyo Smoke), explains Tokyo Smoke’s design aesthetic: “When we thought about our retail environment, we wanted to create a space that introduced cannabis in a comfortable manner, in light of impending legalization for recreational purposes. For many Canadians, this is a new industry surrounded by a low level of experience and information. By placing cannabis accessories and educational material alongside verticals that Canadians already love and trust, such as coffee, housewares, and apparel, it allows our community to get a better understanding of cannabis, and ask questions in a place with a high degree of approachability. Design also plays a large role in what we do. People gravitate towards brands and retail spaces that speak to their interests and lifestyle, and design is increasingly playing a role in people’s lives.”
Lyon predicts that these products and spaces are only going to flourish: “As cannabis consumption expands, I think we’re going to see more mainstream brands getting into the space with collaborations and their own product lines.”
Featured Image Credit: Leon Villagomez