Sara Flack, vice president of brand at CiiTECH – which launched its leading CBD line Provacan in 2017 – reveals why topical products are here to stay.
The global cosmetics industry generated $380.2 billion in 2019, and is expected to reach $463.5 billion by 2027 according to a report from Allied Market Research. That’s a compound annual growth rate (CAGR) of 5.3 percent.
The general demand for skin care products, containing newer and better ingredients – especially those that are natural and organically derived – is rapidly growing.
This shift is forcing companies to take a look at their branding and advertising and adjust in order to meet the demands of its customers, especially those companies delivering products globally as demands and trends vary from country to country.
The skin and sun care products segment holds the highest market share according to the Allied report. Combining that with the increase in demand for natural ingredients is bound to create many opportunities for cannabidiol (CBD) – a naturally derived component of the hemp plant
The global cannabidiol market size was valued at $2.8 billion in 2020 and is expected to expand at a CAGR of 21.2 percent from 2021 to 2028. According to a report from Grandview Research.
CBD is quickly gaining popularity in the health and wellness sectors helping to drive this growth. And with governments across the globe approving CBD, we expect to see this growth expand exponentially.
Another major factor contributing to the popularity of CBD is that it is non-psychoactive, unlike THC. Also, CBD as a topical is known for its anti-sebum, antioxidant, skin conditioning and skin protecting properties.
“This is exactly what customers are looking for today, a natural ingredient that has the potential to be used as a skin care tool for all skin types,” says Sara Flack, vice president of brand at CiiTECH.
“We realised this potential when launching the first CiiTECH brand, Provacan, in 2017 and included an extensive range of CBD topical products ranging from skin conditioning lotions to sun protecting creams that customers from all over have come to appreciate.”
CiiTECH is a cannabis research company and house of brands that has a team of cannabis experts that focus on the science and research behind the CBD from all aspects including formulations and marketing.
The company’s flagship brand Provacan has gained a name in the space of CBD as one of the most trusted brands in the UK and is now quickly expanding internationally.
The HuGG Co is another one of CiiTECH’s brands that heavily focuses on the beauty and skin care sector. The products are based on high quality CBD and can be very easily adapted into anyone’s daily beauty regime and modern lifestyle as CBD makes its way as a daily essential.
Sara praises the success of CiiTECH, saying it is based on: “Listening to our customers, understanding their needs, paying attention to trends and providing the industry with high quality, clearly labelled, honest ingredients products and brands.
She adds: “We truly believe in the potential of CBD and cannabis and will do everything in our power to educate, raise awareness and bring to market innovations and products that our customers demand.”
CiiTECH expanded into this space even more with its sports focused CBD brand IMPACT. Besides the CBD oils, one of IMPACT’s best sellers is its sports balm duo – 2 specially curated balms based on CBD and ingredients that support rigorous training and impact on muscles and joints of athletes.
To learn more about the value of CBD as a skincare product and various products visit:
Potyque’s new calming CBD cream aims to tackle winter skin woes
The British brand has launched a new CBD cream to help restore confidence in your skin.
British brand Potyque has launched a new calming CBD cream to help restore skin confidence this winter.
Just in time for winter skin troubles, although suitable for any season, the Calming Cream uses all the plant’s natural oils to deliver a potent anti-inflammatory and moisturising cream.
Clinically blended with full spectrum CBD oil and essential plant oils, Potyque’s Calming Cream benefits from 400mg of terpenes in each 50ml jar.
Potyque’s Calming Cream has an array of ingredients which are recognised as anti-inflammatory and antioxidant, including:
– Theobroma cacao – also known as cocoa butter – which is rich in polyphenols, known to reduce inflammation.
– Limonene – a volatile oil with strong anti-oxidising properties.
– Alpha-pinene – the most widely encountered terpenoid in nature – highly repellent to insects.
– Beta-caryophyllene – a common terpene found in hemp but also in black pepper and
Cinnamon which acts as a very potent anti-inflammatory
The Calming Cream is paraben and SLS free, certified vegan, and not tested on animals.
Products you can trust
Potyque founder, Michelle Rust, established the company after struggling with symptoms of the menopause and decided to create a premium range of CBD oils. With a previous career in the pharmaceutical industry, Michelle was concerned about the lack of transparency and clarity in the current CBD market and wanted to create a brand built on quality.
Michelle commented: “We are delighted to be able to introduce Potyque Calming Cream which complements our existing oil range. Numerous Potyque customers have fed back the need for a topical product to apply to inflamed, dry, flaky skin, many commenting how they have applied the oil directly to their skin to seek relief.
“With this in mind we set out not only to incorporate the benefits of CBD oil, but to add other nourishing plant oils too, including the rich cocoa butter base.”
Promoting plant-based wellness, Potyque is designed for those struggling with life’s many challenges and juggling hectic lifestyles.
The company’s products and processes are fully compliant with national and international laws and standards, giving users peace of mind.
Potyque is a also member of the Cannabis Trades Association, which advocates for a regulated CBD market.
“Innovation requires brave decisions” – Gen-Z beauty brand hits 1.7 million Tik Tok views
Love MeMeMe has successfully utilised Tik Tok marketing to attract a Gen-Z customer base
Rebekah Hall CEO at South West Brands explains the importance of influencer marketing as the brand hits 1.7 million views on TikTok with their hashtag, #metheloveofmyownlife.
New CBD brand Love, MeMeMe – which is aimed at Gen-Z consumers rather than millennials or baby boomers – offers a range of gender-neutral, self-care beauty items including lip balms, hair masks and body butter.
As part of a marketing campaign, Love, MeMeMe partnered with TikTok influencers to launch the products. Liana Jade, Miah Carter, Max Ragan, Chloe Rose, Bobbie, Elvira Styles and Hani Hans endorsed the brand on the platform. Each one of the influencers explained what self-love means to them and what their self-love tips are.
Gen-Z consumers are described as those born between 1997 and 2012. This explains the TikTok focus, it is estimated that by the end of this year, there will be more Gen-Z users on TikTok than on Instagram, with 37.3 million members of the Gen Z population using the platform.
Although Snapchat is currently one of the biggest platforms amongst this age group, it is thought that TikTok will overtake it by 2023.
It’s working for Love, MeMeMe who have gained 1.7 million views on the platform in just under a week.
Rebekah Hall explains that it’s about capturing the imagination and featuring new and exciting ingredients aimed to get younger beauty connoisseurs interested.
“Love, MeMeMe has really caught the imagination of our target Gen Z audience,” says Rebekah.
“It’s fun, beautifully packaged and affordably priced. I think the fact that the product portfolio is so well-considered, with ingredients like SPF and retinol working alongside CBD, has given the brand credibility.”
She adds that Gen-Z has a different approach to CBD as they are more adventurous and interested in new products.
“I would describe Gen Z as CBD curious. They are adventurous and keen to try new things so seek out new products to see what they can do for them. They don’t necessarily view CBD through the same lens as an older audience who focus on it as a solution for symptom relief or through the lens of cannabis,” she says.
According to Rebekah, Tik Tok should be an important part of marketing to Gen-Z and brands need to be where their audience is.
“Tik Tok is the fastest growing social media platform and has completely changed the way our audience learn and ultimately shop. Creating a great brand is as much about where you turn up as how you turn up,” she adds.
“We are crystal clear about who our audience is for Love, MeMeMe, so we wanted to ensure the brand was appearing in the places that our target customers are spending their time. Innovation requires brave decisions and thinking differently and that is what we have aimed to do with Love, MeMeMe, to offer a point of difference to the CBD and skincare market.”
Gen-Z CBD use
These aren’t unusual figures for Gen-Z who are described as the first wave of truly digital native consumers. They aren’t just used to consistent connectivity but also, CBD and cannabis consumption becoming normalised.
In the US, a recent study from a Seattle-based cannabis data brand, Headset revealed that Gen-Z is the fastest-growing segment of the cannabis industry. In the past year, sales to Gen-Z surged by 127 percent with the biggest percentage among females. This is an even bigger amount when compared to sale increases among other generations. Millennial sales increased by 46 percent, Gen X increased by 29 percent and baby boomers by five percent.
The same study also showed that Gen-Z prefers to smoke cannabis with only 10 percent spending money on other ways to consume CBD. This is down from 15 percent for other generations. They are also less brand loyal as well with only 20.6 percent preferring to stick to one brand.
There is more to come from Love, MeMeMe, adds Rebekah. “We’ve only just begun. You will have seen the start of our Me Movement which is a self-care squad led by British singer, songwriter, star Mae Muller and some of the biggest and most popular creators on Tik Tok. Our Me Movement will be appearing not only on Tik Tok but also spreading the self-love message in real life. Watch this space.”
95% of patients with rare skin condition report improvements with cannabis topicals
Epidermolysis Bullosa causes severe blistering which can become infected after any trauma or friction.
A new study of a rare skin condition has revealed that different preparations of cannabinoids could have benefits for patients with painful Epidermolysis Bullosa (EB).
Epidermolysis Bullosa (EB) is the name of a group of rare inherited skin disorders that can cause the skin to become fragile.
It is thought to be caused by a gene mutation that makes the skin more fragile and any trauma or friction can cause painful blisters on the skin. There is currently no cure but treatment aims to prevent infection and reduce symptoms.
The study from the Netherlands and the United States analysed EB patients on five different continents who reported using cannabis preparations as a treatment for their rare skin condition.
The data is published in the Orphanet Journal of Rare Diseases. The patients reported using topical cannabinoid products in addition to inhaling cannabis flowers. They also consumed cannabis-infused edibles.
Patients were given a survey on their skin condition that focused on monitoring effects including perceived EB symptom changes, medication use, and side effects.
Skin condition results
Results recorded that 95 percent said the topicals improved their overall skin condition symptoms with 94 percent stating their pain levels were decreased.
A further 91 percent said they had less itching and 81 reported wound healing was improved. Most of the participants at 79 percent said they had decreased their medication for their skin condition. The only side effect with a notable significance was dry mouth at 44 percent.
The authors noted that cannabis improved patient’s “perception of pain, pruritus, wound-healing, and well-being … and reduced concomitant medication use.”
They wrote that: “Future prospective controlled clinical studies are warranted to elucidate the potential role of CBMs (cannabis-based medicines) in EB treatment.”
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