The actress’ hemp-derived topical beauty line is going out of business as parent company Cronos Group focuses on the edibles market
Happy Dance products are being discontinued as of 27 January 2023 (Image: WikiMedia Commons)
The Happy Place and Frozen actress announced the CBD (cannabidiol) skin care brand’s closure on Instagram.
“The bad news is that this is truly the last dance because the Happy Dance products that you have come to love are being discontinued on our website as of 27 January 2023,” the post said.
“We are sorry to be the bearers of bad news.
“The good news is we are offering 75% off everything on our website.”
Products will still be available to buy at CVS, TJMaxx, Marshalls, HomeGoods and Ulta Beauty locations while supplies last.
US beauty retailer Ulta beauty responded to the brand’s shutdown news with crying emojis.
Bell set up Happy Dance in 2020 with multi-state cannabis operator Cronos Group Inc.
The brand planned to tap into the booming CBD beauty market with a line of accessible, affordable and high-quality topical bath and body care products.
Its promo line – “it won’t get you high” – sought to educate consumers on the hemp plant’s skin care and wellness benefits without the THC high.
The range included body butters, creams and a bath bomb.
It made its bricks-and-mortar debut at more than 550 Ulta Beauty stores in March 2021.
The hemp-derived range was also rolled out to more than 950 CVS Pharmacies in November that year.
Happy Dance is recommending customers buy from its sister brand Lord Jones going forward.
The company offers a range of CBD-infused skin care and ingestible products.
Happy Dance’s closure comes months after parent company Cronos Group posted its 2022 second quarter financial results.
The firm revealed it was shifting its focus from topicals to ‘adults-only’ CBD products – with actual THC in them.
This includes a greater focus on its CBD brand Spinach, which offers THC gummies which can legally be sold in Canada.
Spinach holds a 14.3% market share in the edibles category across Canada, Cronos Group reported.
This expanded to approximately 18.6% during the second quarter of 2022, which the organisation says highlights the opportunities that lie within the gummy category.
“We are refocusing the US business to prioritise hero skus while leaning into adult-use product formats and concentrating on the direct-to-consumer channel,” said Cronos Group President and CEO, Mike Gorenstein, in the report.
“Although early in the repositioning of our US business, we are confident the new strategy will improve our bottom line while maintaining brand equity that we can leverage into cannabinoids beyond CBD, and in the US THC market once regulations permit.”
Bell is not the only celebrity that has tapped into the CBD beauty market in recent years.
American businesswoman Martha Stewart expanded her CBD empire into the beauty arena last year with a selection of skin care skus.
British TV presenter Claudia Winkleman is also the face of CBD brand Cannaray.
It offers a range of cannabidiol wellness products, including drops, capsules, gummies and a muscle balm.