Cannabinoid Beauty Trends (and Brands) That Are Already Winning 2021

Author: Nicole Brown (OBX Chief Revenue Officer)

April 6, 2021 – 8 min read

Cannabinoids are proliferating in beauty products, and it’s poised to take your skin-care routine to a higher level. That’s because the star ingredients, known for their reputed stress-reducing and pain-relieving (among many others) benefits in the wellness space, have incredible prowess when it comes to topical, skin-boosting use.

“For 5,000 years, cannabis has been helping everyone,” says Cindy Capobianco, co-founder of Lord Jones, a brand that makes CBD-laced edibles and body lotion. “Before 1937, when it was prohibited, there was a cannabis elixir on every shelf. It reduces inflammation and pain in a way I’ve never seen anything work.”

Keep reading for more on how cannabinoids work in beauty products, their skin-care benefits, which products and brands are poised to rule 2021, and the forces driving this markets’ momentus growth.

Beyond CBD: Minor and Rare Cannabinoids for Beauty & Skincare

Of the 140 or so minor cannabinoids identified by scientists, there are four in particular that hold the most promise for new skincare products:

• Cannabigerol (CBG): Studies have found CBG offers “potential therapeutic value in the treatment of psoriasis” as an anti-inflammatory. Psoriasis causes cellular buildup on the surface of the skin, and experts surmise that inflammation is a root cause. There is also evidence CBG acts as an effective antibacterial agent, which could be useful in the treatment of acne and other bacterial skin conditions. 
• Cannabichromene (CBC): CBC has shown anti-inflammatory and analgesic activity in animal studies. One 2016 study noted that CBC displayed “remarkable anti-inflammatory actions” related to acne. A cannabinoid that can calm inflammation while also relieving pain could have immense use since many skin problems tied to inflammation — such as dermatitis, psoriasis and eczema — cause severe discomfort.
• Cannabidivarin (CBDV): Recent studies indicate CBDV may help dry skin syndrome as well as acne. Researchers also found that CBDV may reduce allergic inflammation, atopic dermatitis, acne and seborrhea (a.k.a. dandruff). These properties could make CBDV ideal for incorporating into hypoallergenic products, or topicals designed for sensitive, itch-prone skin. 
• Tetrahydrocannabivarin (THCV): Unlike its non-varin counterpart, THCV is non-psychotropic, and research on animal models indicates THCV can decrease signs of inflammation and inflammatory pain, a combination that could be useful in topical analgesics. THCV also has been found to suppress basal sebaceous lipid synthesis, which could help acne sufferers whose condition is triggered by excessive oil production. Experimental Dermatology noted that of all of the phytocannabinoids examined, THCV showed the most promise of becoming a “highly efficient, novel anti-acne agent.”

Cannabinoids will further revolutionize skincare with their potential to reduce inflammation, regulate oil production, alleviate stress (here and here), support antibacterial properties, and increases Cell Turnover.

Beyond Cannabinoids: 7 Skincare Ingredients to Watch

Beyond cannabinoids, novel ingredients like bakuchiol, squalane, and niacinamide are among the best ingredients for skin that we expect to make a bang this year. Below, we’re sharing 7 skin care ingredients that are trending for 2021, so you can keep them on your radar.

• BAKUCHIOL: Bakuchiol—a compound found in the seeds and leaves of the psoralea corylifolia plant—shares no structural resemblance to retinoids. Even still, a clinical case study from the NCBI was performed that showed significant improvement in the appearance of lines and wrinkles, pigmentation, elasticity, photodamage, and more after twice-a-day applications of skin care products formulated with bakuchiol over a 12-week period. The suggestion then is that bakuchiol has great potential to deliver anti-aging effects similar to retinol, without some of the harsh side effects such as dryness and skin peeling, which can make it intolerable to some sensitive skin types.
• GRAPESEED OIL: One skin care ingredient that has continued to maintain its popularity is grapeseed oil. It’s no wonder this ingredient is the talk of the town since it has multiple benefits ranging from exfoliation to skin firming. 
• NIACINAMIDE: Niacinamide is a form of vitamin B3 you may have heard being tossed around. Whether you’re familiar with the ingredient or not, you should be! It offers various benefits, such as reducing visible signs of aging and acne, per the NCBI.
• VITAMIN C: There are plenty of skin-benefitting antioxidants out there, but there’s a reason why experts continuously recommend vitamin C. When applied topically, vitamin C can help neutralize free radical damage to the skin’s surface. Free radicals are unstable molecules induced by the environment, which can bind to the skin and wreak havoc in the form of premature aging, including visible fine lines, wrinkles, dark spots, and more.
• ALOE VERA: Aloe vera is known to help with sunburn, but there are other skin benefits that you should be well-versed on. As it turns out, there are quite a few worth noting, which would explain why this ingredient is being named as one of the best for skin in 2021. 
• SQUALANE: It’s not news that there are various skin care ingredients that can help you achieve a healthy-looking complexion and squalane is one you should consider. According to the NCBI, squalane is a derivative of human sebum that has antioxidant properties and works as an emollient to improve skin softness and flexibility. It also helps to lock your skin with hydration, which is something all skin types need.
• MUSHROOM: While this fungi makes for a tasty dish, it’s also another skin care ingredient that should be on your radar. The mushroom has become a popular ingredient in skin care products since it has anti-aging, moisturizing, and antioxidant effects, per the Molecular Diversity Preservation International (MDPI).

Brands We Love: 

Now that you’re up to speed, see below for highlights of beauty brands celebrating rare cannabinoids and trending ingredients to take the beauty industry to new heights in 2021 and beyond.

DIEUX SKIN

Launched in September 2020, Dieux’s distinctive reusable eye masks have popped up on the Instagram feeds of celebrities such as Hailey Bieber, models including Salem Mitchell and Marisa Bryant, and a range of nano to mid-size influencers. The masks are also featured prominently on the popular TikTok account of Charlotte Palermino, who founded the brand along with former Function of Beauty chemist Joyce De Lemos and Depop alum Marta Freedman. During the pandemic, Palermino has become a TikTok “skinfluencer” with over 230,000 followers. She was inspired to post on the app because of her experience working with the short video format on Snapchat at both Hearst Magazines and then Snapchat itself. She is known for her straightforward skin-care advice and provocative takes. 

Palermino and her co-founders, cosmetic chemist Joyce de Lemos and creative director Marta Freedman, say they’re committed to building a strong company the hard way. All of their products are vegan and cruelty free. They’re delivering admirable transparency around ingredients and pricing. There’s that anti-waste reusable angle. So maybe it’s that halo of virtue, and maybe it’s that green-ish blue color, but the bottom line they’ve created a brand that lots of people want to show off on their face—and that’s selling these things faster than they can make them. Dieux recently introduced a hand sanitizer and is planning to release a cannabis-infused anti-aging serum this year.

FRIGG

After losing her luggage on a jungle retreat, Kimberly Dillon found a bottle of CBD at the bottom of her purse and used it as a hair oil, face oil, and sleep oil throughout her trip. Noticing her skin was smooth and that taking out her braids didn’t hurt as much, she found herself interested in the connection between inflammation and overall balance, leading her to create Frigg. 

Created to address the toll of everyday stressors, Frigg’s plant-based remedies support overall well-being to combat common beauty woes—think dry, flaky skin, thinning hair, the look of skin damage. All of Frigg’s potent potions feature a variety of responsibly-sourced cannabinoids known for their mood-supporting properties that help bring our bodies back into balance.

The collection includes three multifunctional hair and skin products priced from $30 to $60: Attuning Hair Potion combines CBD with lesser-known cannabinoid CBG, and jojoba, castor seed and baobab oils; Attuning Face Potion counts CBD, squalane, sea buckthorn, vitamin E and argan, meadowfoam seed, jojoba seed and blue chamomile oils in its formula; and Calming Tea, a blend containing magnesium-loaded herbs for strengthening hair that can be ingested or used as a hair rinse. After Frigg’s debut on July 15, Calming Tea quickly sold out.

“When I tried talking to my friends, they were not that interested in new skincare products. But they spend $1,000 on weaves and more on products for itchy scalps,” Dillon explains. “I’d heard about a cannabis lubricant that multiple Black girls mentioned applying weed-infused oil to their braids after getting their hair done to relieve the tension. I realized what a prime opportunity it was to get more people of color involved in the conversation. Haircare and scalp care are a huge part of the day-to-day lives of Black women, Indian women, and most women of color. This became a way to talk to a community that my competitors weren’t talking to. That became the mission of Frigg, how do we destigmatize and celebrate plant-based wellness for all?”

MĀSK SKINCARE

Founded in 2019, MĀSK was founded to help support the journey to self-acceptance through the act of self-care. Their founder, Sarah Mirsini, struggled with acne from her early teens. From changing her diet, to trying countless skincare brands, she discovered CBD oil through a holistic path she was taking in reclaiming her health. 

Using only hand-picked, plant-derived ingredients and Full Spectrum CBD oil, MĀSK sheet masks and skincare products were developed to restore skin to balance, ease and radiance. They were also one of the first companies in the world to utilize  rare cannabinoids like CBG. CBN and CBC.  MĀSK offers three sheet masks: Luminous (to hydrate and brighten), Ageless (to diminish fine lines and encourage cell regeneration), and Spotless (to calm inflammation and breakouts), as well as under-eye patches.

UNDEFINED BEAUTY:

After studying at UCLA and Harvard Business School, Dorian Morris got her start at General Mills before taking on the beauty industry with roles at Sephora/Kendo then Sundial and Covergirl Cosmetics. She made quite a splash debuting her Indigo Rose Glow Elixir at Indie Beauty Expo New York and now she aims to change the narrative around clean/non-toxic skincare.

A beauty veteran, Morris obtained knowledge of the ins-and-outs of the beauty sphere and gained an understanding of how to build consumer relationships at industry titans such as Kendo, Madam C.J. Walker, and CoverGirl. Now, she’s using that varied skill set to alter consumer perception of clean beauty and focusing on providing access to high-quality products in a cost-effective way through her own brand, Undefined Beauty.

Through her debut collection, Indigo Rose, she’s seeking to disrupt the CBD beauty industry, one that’s projected to hit $3.5 billion in five years, yet has continually criminalized Black and Brown bodies for consumption. As a Black woman herself, this is a lot to take on — but she’s unafraid, and she wants to represent “that there are strong, independent Black women who are leaders and bosses in this space.”

The line’s first product, Glow Elixir, combines 16 natural botanicals that are free of silicones, parabens, preservatives, artificial colors, and fragrances. Amongst rosehip, jojoba, argan, moringa, squalane, grape seed, and camellia, the Glow Elixir also contains phytocannabinoid rich hemp extract, or CBD.

SAINT JANE BEAUTY

Sustainably sourced and made in California, Saint Jane is another refreshing addition to skincare. Founded by Casey Georgeson, a beauty industry leader with past experience working in product development, the brand is elevating skincare by providing luxurious and effective products, without commonly-found toxins like sulfates and parabens. Soothing with botanicals like rosehip seed extract and shea butter, Saint Jane provides a calming radiance for all skin types.

Market Forces: 

In order for this market to reach its anticipated $3.48 billion global market cap by 2026, there needs to be additional support from regulatory bodies, further research proving the efficacy of these cannabinoid skin-care solutions, and continued product and ingredient innovation, paired with consumer education,  from standout brands like the ones we’ve shared above. 

Regulatory Clarity:

In February of 2021, the European Union’s Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs added cannabidiol (CBD) “derived from extract or tincture or resin of cannabis” as a legal cosmetic ingredient to its CosIng guidelines. Until this recent revision to the CosIng guidelines, only synthetic CBD was expressly allowed as a cosmetic ingredient in the EU’s database. Now, the regulation provides that plant-derived CBD can serve the functions of anti-sebum, antioxidant, skin conditioner and skin protectant. This move by the EU is something to be optimistic about; we anticipate additional regulatory clarity to come forward in markets across the globe over the next 24 months.

Research: 

We’ve shared some of the most promising research our team has gathered for specific cannabinoids’ role in skin health, but here are a few meta-analysis articles that analyze all of the scientific literature behind the endocannabinoid system’s role in creating homeostasis in skin:

• The potential role of cannabinoids in dermatology –  Journal of Dermatological Treatment (2019)
• Cannabinoids in dermatology: a scoping review – UC Davis, Dermatology Online Journal (2018)
• Cannabinoids: Potential Role in Inflammatory and Neoplastic Skin Diseases – American Journal of Clinical Dermatology (2018)

Brand and Product Innovation: 

As new brands and product concepts emerge in this rapidly evolving market, it is imperative that brands prioritize the development of their supply chain to ensure quality in their ingredients inputs and that they hire product formulators who understand both the scientific literature and consumer experience their brand delivers on. At the end of the day, the products that work are the products that will prevail as category winners.

Author: Nicole Brown (OBX Chief Revenue Officer)

April 6, 2021 – 8 min read

Cannabinoids are proliferating in beauty products, and it’s poised to take your skin-care routine to a higher level. That’s because the star ingredients, known for their reputed stress-reducing and pain-relieving (among many others) benefits in the wellness space, have incredible prowess when it comes to topical, skin-boosting use.

“For 5,000 years, cannabis has been helping everyone,” says Cindy Capobianco, co-founder of Lord Jones, a brand that makes CBD-laced edibles and body lotion. “Before 1937, when it was prohibited, there was a cannabis elixir on every shelf. It reduces inflammation and pain in a way I’ve never seen anything work.”

Keep reading for more on how cannabinoids work in beauty products, their skin-care benefits, which products and brands are poised to rule 2021, and the forces driving this markets’ momentus growth.

Beyond CBD: Minor and Rare Cannabinoids for Beauty & Skincare

Of the 140 or so minor cannabinoids identified by scientists, there are four in particular that hold the most promise for new skincare products:

• Cannabigerol (CBG): Studies have found CBG offers “potential therapeutic value in the treatment of psoriasis” as an anti-inflammatory. Psoriasis causes cellular buildup on the surface of the skin, and experts surmise that inflammation is a root cause. There is also evidence CBG acts as an effective antibacterial agent, which could be useful in the treatment of acne and other bacterial skin conditions. 
• Cannabichromene (CBC): CBC has shown anti-inflammatory and analgesic activity in animal studies. One 2016 study noted that CBC displayed “remarkable anti-inflammatory actions” related to acne. A cannabinoid that can calm inflammation while also relieving pain could have immense use since many skin problems tied to inflammation — such as dermatitis, psoriasis and eczema — cause severe discomfort.
• Cannabidivarin (CBDV): Recent studies indicate CBDV may help dry skin syndrome as well as acne. Researchers also found that CBDV may reduce allergic inflammation, atopic dermatitis, acne and seborrhea (a.k.a. dandruff). These properties could make CBDV ideal for incorporating into hypoallergenic products, or topicals designed for sensitive, itch-prone skin. 
• Tetrahydrocannabivarin (THCV): Unlike its non-varin counterpart, THCV is non-psychotropic, and research on animal models indicates THCV can decrease signs of inflammation and inflammatory pain, a combination that could be useful in topical analgesics. THCV also has been found to suppress basal sebaceous lipid synthesis, which could help acne sufferers whose condition is triggered by excessive oil production. Experimental Dermatology noted that of all of the phytocannabinoids examined, THCV showed the most promise of becoming a “highly efficient, novel anti-acne agent.”

Cannabinoids will further revolutionize skincare with their potential to reduce inflammation, regulate oil production, alleviate stress (here and here), support antibacterial properties, and increases Cell Turnover.

Beyond Cannabinoids: 7 Skincare Ingredients to Watch

Beyond cannabinoids, novel ingredients like bakuchiol, squalane, and niacinamide are among the best ingredients for skin that we expect to make a bang this year. Below, we’re sharing 7 skin care ingredients that are trending for 2021, so you can keep them on your radar.

• BAKUCHIOL: Bakuchiol—a compound found in the seeds and leaves of the psoralea corylifolia plant—shares no structural resemblance to retinoids. Even still, a clinical case study from the NCBI was performed that showed significant improvement in the appearance of lines and wrinkles, pigmentation, elasticity, photodamage, and more after twice-a-day applications of skin care products formulated with bakuchiol over a 12-week period. The suggestion then is that bakuchiol has great potential to deliver anti-aging effects similar to retinol, without some of the harsh side effects such as dryness and skin peeling, which can make it intolerable to some sensitive skin types.
• GRAPESEED OIL: One skin care ingredient that has continued to maintain its popularity is grapeseed oil. It’s no wonder this ingredient is the talk of the town since it has multiple benefits ranging from exfoliation to skin firming. 
• NIACINAMIDE: Niacinamide is a form of vitamin B3 you may have heard being tossed around. Whether you’re familiar with the ingredient or not, you should be! It offers various benefits, such as reducing visible signs of aging and acne, per the NCBI.
• VITAMIN C: There are plenty of skin-benefitting antioxidants out there, but there’s a reason why experts continuously recommend vitamin C. When applied topically, vitamin C can help neutralize free radical damage to the skin’s surface. Free radicals are unstable molecules induced by the environment, which can bind to the skin and wreak havoc in the form of premature aging, including visible fine lines, wrinkles, dark spots, and more.
• ALOE VERA: Aloe vera is known to help with sunburn, but there are other skin benefits that you should be well-versed on. As it turns out, there are quite a few worth noting, which would explain why this ingredient is being named as one of the best for skin in 2021. 
• SQUALANE: It’s not news that there are various skin care ingredients that can help you achieve a healthy-looking complexion and squalane is one you should consider. According to the NCBI, squalane is a derivative of human sebum that has antioxidant properties and works as an emollient to improve skin softness and flexibility. It also helps to lock your skin with hydration, which is something all skin types need.
• MUSHROOM: While this fungi makes for a tasty dish, it’s also another skin care ingredient that should be on your radar. The mushroom has become a popular ingredient in skin care products since it has anti-aging, moisturizing, and antioxidant effects, per the Molecular Diversity Preservation International (MDPI).

Brands We Love: 

Now that you’re up to speed, see below for highlights of beauty brands celebrating rare cannabinoids and trending ingredients to take the beauty industry to new heights in 2021 and beyond.

DIEUX SKIN

Launched in September 2020, Dieux’s distinctive reusable eye masks have popped up on the Instagram feeds of celebrities such as Hailey Bieber, models including Salem Mitchell and Marisa Bryant, and a range of nano to mid-size influencers. The masks are also featured prominently on the popular TikTok account of Charlotte Palermino, who founded the brand along with former Function of Beauty chemist Joyce De Lemos and Depop alum Marta Freedman. During the pandemic, Palermino has become a TikTok “skinfluencer” with over 230,000 followers. She was inspired to post on the app because of her experience working with the short video format on Snapchat at both Hearst Magazines and then Snapchat itself. She is known for her straightforward skin-care advice and provocative takes. 

Cannabinoids are proliferating in beauty products, and it’s poised to take your skin-care routine to a higher level. That’s because the star ingredients, known for their reputed stress-reducing and pain-relieving (among many others) benefits in the wellness space, have incredible prowess when it comes to topical, skin-boosting use.

“For 5,000 years, cannabis has been helping everyone,” says Cindy Capobianco, co-founder of Lord Jones, a brand that makes CBD-laced edibles and body lotion. “Before 1937, when it was prohibited, there was a cannabis elixir on every shelf. It reduces inflammation and pain in a way I’ve never seen anything work.”

Keep reading for more on how cannabinoids work in beauty products, their skin-care benefits, which products and brands are poised to rule 2021, and the forces driving this markets’ momentus growth.

Beyond CBD: Minor and Rare Cannabinoids for Beauty & Skincare

Of the 140 or so minor cannabinoids identified by scientists, there are four in particular that hold the most promise for new skincare products:

• Cannabigerol (CBG): Studies have found CBG offers “potential therapeutic value in the treatment of psoriasis” as an anti-inflammatory. Psoriasis causes cellular buildup on the surface of the skin, and experts surmise that inflammation is a root cause. There is also evidence CBG acts as an effective antibacterial agent, which could be useful in the treatment of acne and other bacterial skin conditions. 
• Cannabichromene (CBC): CBC has shown anti-inflammatory and analgesic activity in animal studies. One 2016 study noted that CBC displayed “remarkable anti-inflammatory actions” related to acne. A cannabinoid that can calm inflammation while also relieving pain could have immense use since many skin problems tied to inflammation — such as dermatitis, psoriasis and eczema — cause severe discomfort.
• Cannabidivarin (CBDV): Recent studies indicate CBDV may help dry skin syndrome as well as acne. Researchers also found that CBDV may reduce allergic inflammation, atopic dermatitis, acne and seborrhea (a.k.a. dandruff). These properties could make CBDV ideal for incorporating into hypoallergenic products, or topicals designed for sensitive, itch-prone skin. 
• Tetrahydrocannabivarin (THCV): Unlike its non-varin counterpart, THCV is non-psychotropic, and research on animal models indicates THCV can decrease signs of inflammation and inflammatory pain, a combination that could be useful in topical analgesics. THCV also has been found to suppress basal sebaceous lipid synthesis, which could help acne sufferers whose condition is triggered by excessive oil production. Experimental Dermatology noted that of all of the phytocannabinoids examined, THCV showed the most promise of becoming a “highly efficient, novel anti-acne agent.”

Cannabinoids will further revolutionize skincare with their potential to reduce inflammation, regulate oil production, alleviate stress (here and here), support antibacterial properties, and increases Cell Turnover.

Beyond Cannabinoids: 7 Skincare Ingredients to Watch

Beyond cannabinoids, novel ingredients like bakuchiol, squalane, and niacinamide are among the best ingredients for skin that we expect to make a bang this year. Below, we’re sharing 7 skin care ingredients that are trending for 2021, so you can keep them on your radar.

• BAKUCHIOL: Bakuchiol—a compound found in the seeds and leaves of the psoralea corylifolia plant—shares no structural resemblance to retinoids. Even still, a clinical case study from the NCBI was performed that showed significant improvement in the appearance of lines and wrinkles, pigmentation, elasticity, photodamage, and more after twice-a-day applications of skin care products formulated with bakuchiol over a 12-week period. The suggestion then is that bakuchiol has great potential to deliver anti-aging effects similar to retinol, without some of the harsh side effects such as dryness and skin peeling, which can make it intolerable to some sensitive skin types.
• GRAPESEED OIL: One skin care ingredient that has continued to maintain its popularity is grapeseed oil. It’s no wonder this ingredient is the talk of the town since it has multiple benefits ranging from exfoliation to skin firming. 
• NIACINAMIDE: Niacinamide is a form of vitamin B3 you may have heard being tossed around. Whether you’re familiar with the ingredient or not, you should be! It offers various benefits, such as reducing visible signs of aging and acne, per the NCBI.
• VITAMIN C: There are plenty of skin-benefitting antioxidants out there, but there’s a reason why experts continuously recommend vitamin C. When applied topically, vitamin C can help neutralize free radical damage to the skin’s surface. Free radicals are unstable molecules induced by the environment, which can bind to the skin and wreak havoc in the form of premature aging, including visible fine lines, wrinkles, dark spots, and more.
• ALOE VERA: Aloe vera is known to help with sunburn, but there are other skin benefits that you should be well-versed on. As it turns out, there are quite a few worth noting, which would explain why this ingredient is being named as one of the best for skin in 2021. 
• SQUALANE: It’s not news that there are various skin care ingredients that can help you achieve a healthy-looking complexion and squalane is one you should consider. According to the NCBI, squalane is a derivative of human sebum that has antioxidant properties and works as an emollient to improve skin softness and flexibility. It also helps to lock your skin with hydration, which is something all skin types need.
• MUSHROOM: While this fungi makes for a tasty dish, it’s also another skin care ingredient that should be on your radar. The mushroom has become a popular ingredient in skin care products since it has anti-aging, moisturizing, and antioxidant effects, per the Molecular Diversity Preservation International (MDPI).

Brands We Love: 

Now that you’re up to speed, see below for highlights of beauty brands celebrating rare cannabinoids and trending ingredients to take the beauty industry to new heights in 2021 and beyond.

DIEUX SKIN

Launched in September 2020, Dieux’s distinctive reusable eye masks have popped up on the Instagram feeds of celebrities such as Hailey Bieber, models including Salem Mitchell and Marisa Bryant, and a range of nano to mid-size influencers. The masks are also featured prominently on the popular TikTok account of Charlotte Palermino, who founded the brand along with former Function of Beauty chemist Joyce De Lemos and Depop alum Marta Freedman. During the pandemic, Palermino has become a TikTok “skinfluencer” with over 230,000 followers. She was inspired to post on the app because of her experience working with the short video format on Snapchat at both Hearst Magazines and then Snapchat itself. She is known for her straightforward skin-care advice and provocative takes. 

Palermino and her co-founders, cosmetic chemist Joyce de Lemos and creative director Marta Freedman, say they’re committed to building a strong company the hard way. All of their products are vegan and cruelty free. They’re delivering admirable transparency around ingredients and pricing. There’s that anti-waste reusable angle. So maybe it’s that halo of virtue, and maybe it’s that green-ish blue color, but the bottom line they’ve created a brand that lots of people want to show off on their face—and that’s selling these things faster than they can make them. Dieux recently introduced a hand sanitizer and is planning to release a cannabis-infused anti-aging serum this year.

FRIGG

After losing her luggage on a jungle retreat, Kimberly Dillon found a bottle of CBD at the bottom of her purse and used it as a hair oil, face oil, and sleep oil throughout her trip. Noticing her skin was smooth and that taking out her braids didn’t hurt as much, she found herself interested in the connection between inflammation and overall balance, leading her to create Frigg.

Created to address the toll of everyday stressors, Frigg’s plant-based remedies support overall well-being to combat common beauty woes—think dry, flaky skin, thinning hair, the look of skin damage. All of Frigg’s potent potions feature a variety of responsibly-sourced cannabinoids known for their mood-supporting properties that help bring our bodies back into balance.

The collection includes three multifunctional hair and skin products priced from $30 to $60: Attuning Hair Potion combines CBD with lesser-known cannabinoid CBG, and jojoba, castor seed and baobab oils; Attuning Face Potion counts CBD, squalane, sea buckthorn, vitamin E and argan, meadowfoam seed, jojoba seed and blue chamomile oils in its formula; and Calming Tea, a blend containing magnesium-loaded herbs for strengthening hair that can be ingested or used as a hair rinse. After Frigg’s debut on July 15, Calming Tea quickly sold out.

“When I tried talking to my friends, they were not that interested in new skincare products. But they spend $1,000 on weaves and more on products for itchy scalps,” Dillon explains. “I’d heard about a cannabis lubricant that multiple Black girls mentioned applying weed-infused oil to their braids after getting their hair done to relieve the tension. I realized what a prime opportunity it was to get more people of color involved in the conversation. Haircare and scalp care are a huge part of the day-to-day lives of Black women, Indian women, and most women of color. This became a way to talk to a community that my competitors weren’t talking to. That became the mission of Frigg, how do we destigmatize and celebrate plant-based wellness for all?”

MĀSK SKINCARE

Founded in 2019, MĀSK was founded to help support the journey to self-acceptance through the act of self-care. Their founder, Sarah Mirsini, struggled with acne from her early teens. From changing her diet, to trying countless skincare brands, she discovered CBD oil through a holistic path she was taking in reclaiming her health. 

Using only hand-picked, plant-derived ingredients and Full Spectrum CBD oil, MĀSK sheet masks and skincare products were developed to restore skin to balance, ease and radiance. They were also one of the first companies in the world to utilize  rare cannabinoids like CBG. CBN and CBC.  MĀSK offers three sheet masks: Luminous (to hydrate and brighten), Ageless (to diminish fine lines and encourage cell regeneration), and Spotless (to calm inflammation and breakouts), as well as under-eye patches.

UNDEFINED BEAUTY:

After studying at UCLA and Harvard Business School, Dorian Morris got her start at General Mills before taking on the beauty industry with roles at Sephora/Kendo then Sundial and Covergirl Cosmetics. She made quite a splash debuting her Indigo Rose Glow Elixir at Indie Beauty Expo New York and now she aims to change the narrative around clean/non-toxic skincare.

A beauty veteran, Morris obtained knowledge of the ins-and-outs of the beauty sphere and gained an understanding of how to build consumer relationships at industry titans such as Kendo, Madam C.J. Walker, and CoverGirl. Now, she’s using that varied skill set to alter consumer perception of clean beauty and focusing on providing access to high-quality products in a cost-effective way through her own brand, Undefined Beauty.

Through her debut collection, Indigo Rose, she’s seeking to disrupt the CBD beauty industry, one that’s projected to hit $3.5 billion in five years, yet has continually criminalized Black and Brown bodies for consumption. As a Black woman herself, this is a lot to take on — but she’s unafraid, and she wants to represent “that there are strong, independent Black women who are leaders and bosses in this space.”

The line’s first product, Glow Elixir, combines 16 natural botanicals that are free of silicones, parabens, preservatives, artificial colors, and fragrances. Amongst rosehip, jojoba, argan, moringa, squalane, grape seed, and camellia, the Glow Elixir also contains phytocannabinoid rich hemp extract, or CBD.

SAINT JANE BEAUTY

Sustainably sourced and made in California, Saint Jane is another refreshing addition to skincare. Founded by Casey Georgeson, a beauty industry leader with past experience working in product development, the brand is elevating skincare by providing luxurious and effective products, without commonly-found toxins like sulfates and parabens. Soothing with botanicals like rosehip seed extract and shea butter, Saint Jane provides a calming radiance for all skin types.

Market Forces: 

In order for this market to reach its anticipated $3.48 billion global market cap by 2026, there needs to be additional support from regulatory bodies, further research proving the efficacy of these cannabinoid skin-care solutions, and continued product and ingredient innovation, paired with consumer education,  from standout brands like the ones we’ve shared above. 

Regulatory Clarity:

In February of 2021, the European Union’s Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs added cannabidiol (CBD) “derived from extract or tincture or resin of cannabis” as a legal cosmetic ingredient to its CosIng guidelines. Until this recent revision to the CosIng guidelines, only synthetic CBD was expressly allowed as a cosmetic ingredient in the EU’s database. Now, the regulation provides that plant-derived CBD can serve the functions of anti-sebum, antioxidant, skin conditioner and skin protectant. This move by the EU is something to be optimistic about; we anticipate additional regulatory clarity to come forward in markets across the globe over the next 24 months.

Research: 

We’ve shared some of the most promising research our team has gathered for specific cannabinoids’ role in skin health, but here are a few meta-analysis articles that analyze all of the scientific literature behind the endocannabinoid system’s role in creating homeostasis in skin:

• The potential role of cannabinoids in dermatology –  Journal of Dermatological Treatment (2019)
• Cannabinoids in dermatology: a scoping review – UC Davis, Dermatology Online Journal (2018)
• Cannabinoids: Potential Role in Inflammatory and Neoplastic Skin Diseases – American Journal of Clinical Dermatology (2018)

Brand and Product Innovation: 

As new brands and product concepts emerge in this rapidly evolving market, it is imperative that brands prioritize the development of their supply chain to ensure quality in their ingredients inputs and that they hire product formulators who understand both the scientific literature and consumer experience their brand delivers on. At the end of the day, the products that work are the products that will prevail as category winners.