e.l.f. Cosmetics invests in CBD with new skin care line

By Becky Bargh 11-Jun-2020

This is the beauty brand's second launch following its Cannabis Sativa Hemp Seed Oil collection launch last year

e.l.f. Cosmetics invests in CBD with new skin care line

US brand e.l.f Cosmetics has invested in the growing CBD market with a new line of dedicated hemp-based products.

The new Full Spectrum CBD skin care line features products for face and body, including an oil, moisturiser, eye and body cream, as well as a lip oil.

The range is designed to leave skin feeling revived and is said to use both the flowers and leaves of the hemp plant.

Last month Forbes reported that UK spending on CBD products had exceeded £150m in the first four months of 2020 alone, making it a popular purchase during the Covid-19 lockdown.

Speaking about new launch e.l.f.’s Chief Marketing Officer Kory Marchisotto said that its customers had shown “great interest” in the category.

“We’re excited to be able to build based on this demand,” said Marchisotto.

“I think there’s a real desire at this time from consumers for wellness. And we’re extremely proud to provide consumers with this Full Spectrum CBD line that delivers prestige quality in mass at extraordinary value.”

Last year, the brand launched its first-ever CBD product, Cannabis Sativa Hemp Seed Oil collection, which – according to the brand – helped boost e.l.f.’s sales 27% in fiscal year 2020.

The new line is available on e.l.f.’s website and are expected to launch at Ulta stores later this year.

Sign up for your free email newsletter

Like this story? For the latest in beauty trends, product launches and retail strategy, subscribe to Pure Beauty Magazine. For more information click here