Skift Take

Some companies have started stocking CBD beauty products, even if it might be outside their wheelhouse. Given the hype around the trend, we can expect more partnerships between CBD and beauty brands to come.

The Skift Wellness newsletter is our  weekly dispatch focused on what’s happening in wellness from a global business standpoint. Skift Wellness lives where wellness meets commerce, mindfulness meets technology, the yoga studio meets the boardroom, and health meets business.

What does every retailer want on its shelves these days? CBD-infused beauty products.

It probably comes as little surprise that Sephora will now carry a CBD-based skincare line in stores. The beauty chain had already started selling CBD products on its site, so the new deal to stock cannabidiol products from Lord Jones in its brick-and-mortar stores seems like a logical next step.

What’s a bit more out of left field is the fact that so many companies that primarily sell items like apparel and shoes want in on CBD beauty.

Take American Eagle Outfitters. The teen apparel company just signed a deal to sell Green Growth Brands’ CBD skincare at its stores. Green Growth Brands has already formed partnerships with Abercrombie & Fitch and shoe retailer DSW.

The motivation for selling CBD beauty, even if it’s an unlikely business pairing, is probably financial: Many companies see it as a burgeoning wellness trend worth capitalizing on. Others may think of it as a way to seem relevant to customers who want of-the-moment products.

If these companies could sell CBD edibles, you’d likely find those on store shelves too. And this just in: You may be able to find them sooner than later, as the Food and Drug Administration announced it plans to speed up its regulatory framework for CBD — which sent CBD stocks soaring.

In the meantime, companies are turning their attention to all things CBD beauty. So expect to spot products where you’d least expect them.

For feedback or news tips, reach out via email at [email protected] or tweet me @lesliebarrie.

— Leslie Barrie, Wellness Editor


Sephora Will Now Sell CBD Beauty Products in Stores: A few years ago, you’d be hard pressed to find CBD skincare on store shelves. But now beauty retail giant Sephora will sell Lord Jones’ CBD-infused skincare line in 171 stores after testing out CBD product sales online. Sephora won’t be the first big retailer to start selling CBD skincare at its brick-and-mortar locations. Barneys New York, for example, got in early but it’s better late than never. Read more here.

American Eagle Branches Into CBD, Keeping Up With Abercrombie & Fitch: Coming soon to an American Eagle Outfitters near you: CBD-infused skincare. This fall, the teen apparel brand will begin selling an array of beauty products, such as lotions and balms, from CBD company Green Growth Brands. Already both Abercrombie & Fitch and DSW have partnered with Green Growth, which makes it less of a surprise that American Eagle is following suit. Read more here.


New Concerns Come With the Rise of Wellness Retreats: While some wellness retreats still focus on the basics, such as yoga, meditation, and healthy eating, others have gone a few leaps further by offering pseudo-medical treatments like “ozone therapy.” Customers likely don’t know the risks involved, such as engaging with untrained employees, and could end up wasting a significant amount of money. Still, in this wellness-curious era, people may continue to flock to them. Read more here.

Food & Drink

Plant-Based Pork to Hit Asian Markets Soon: Move over, Beyond Meat and Impossible Foods. The Malaysian-based startup Phuture Foods is taking on pork with a plant-based alternative made up of wheat, shiitake mushrooms, and mung beans. The company is zeroing in on the Hong Kong market, followed by Singapore, and is promoting sustainability as its key message. The fact that its aim is to make the product cheaper than actual pork will also be a draw for the price-conscious. Read more here.


Lululemon Goes Full-On Lifestyle Brand With New Chicago Store Opening: In this day and age, defining yourself as a lifestyle brand is usually a good idea. So it makes sense that Lululemon would want to expand its lifestyle offerings at its new 20,000-square-foot Chicago store. The just-opened outpost comes complete with a restaurant and yoga and meditation studio — a move that helps the upscale athleisure brand become more of a destination than just a place to buy stretch pants. Read more here.

Skift Wellness Editor Leslie Barrie [[email protected]] curates the Skift Wellness newsletter. Skift emails the newsletter every Thursday.


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Tags: cbd, retail, Skift Wellness, wellness

Photo credit: A CBD-based salve is shown. Companies that primarily sell items like apparel and shoes want in on CBD beauty. @hemptouch / Unsplash

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