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CBD beauty sales soar: So what does it actually do?

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CBD beauty: A cream with a cannabis leaf on top sits next to two bottles of brown oil with another leaf on a pink background

CBD analytics firm, NielsenIQ report that sales of CBD beauty and cosmetic products could potentially double in 2021 to US$600 million.

They estimate that this could be a result of large retail chains entering the CBD industry by releasing new product lines. Last year saw brands such as Colgate, Body Shop and Avon release new products into the cosmetic market.

As we got to grips with lockdown, it seems our beauty routines didn’t slip. Purchases such as face lotions and serums soared during lockdown accounting for 18 percent of all hemp-CBD products last year. This accounted for roughly US$340 million in sales with the average consumer spending $36.

Read more: Could CBD help me sleep?

So what does CBD beauty actually do?

Anti-inflammatory

CBD could help to restore balance in the skin as it is naturally rich in antioxidants. As a fat-soluble extract, it may help to retain moisture in the skin working to prevent dryness and irritation.

Acne is thought to be caused by stress, hormonal imbalances, unhealthy diets or improper skin care. Spots can form on the skin as a result of a build of sebum, bacteria and diet which can become painfully inflamed.

The NHS estimates the 95 percent of people aged 11 to 30 have experienced acne to some extent. It normally disappears in a person’s twenties but 3 percent of those over 35 continue to have acne.

A study published in the Journal of Clinical Investigation showed that CBD may prevent sebum production while having an anti-inflammatory effect. A review from 2009 revealed CBD may reduce acute inflammation in response to injury.

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Hydration

CBD pops up in a lot of creams and moisturisers as it’s thought to be excellent at hydrating the skin. A study in the Clinical Therapeutics journal examined the effects of CBD cream on 20 patients with either eczema, psoriasis or scarring. Results showed that the cream could be an effective moisturiser and prevented water loss while boosting the elasticity of the skin. The researchers stated this may be because of the anti-inflammatory properties and fatty acids in the creams.

Anti-Bacterial

Sometimes, if the skin is broken from scars, spots or redness, then bacteria can get in causing infection.  CBD may be antibacterial potentially help to prevent infection. A study from the  University of Queensland’s Institute for Molecular Bioscience found that CBD may kill numerous strains of bacteria, including VRSA, VISA and MRSA.

Read more: How medical cannabis could help rare skin conditions

Beauty & Skincare

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.

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Potyque cbd cream
Potyque’s Calming Cream benefits from 400mg of terpenes in each 50ml jar

British brand Potyque has launched a new calming CBD cream to help restore skin confidence this winter.

British company, Potyque, has launched its Calming Cream packed with full spectrum CBD which provides a soothing response to topical irritation.

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 CBD cream

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 reveals new CBD cream

Potyque founder, Michelle Rust

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.

READ MORE  Brits turn to CBD to ease Covid-induced anxiety
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“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

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Gen-Z: A group of young people hug in front of a camera while all are wearing a light pink colour.

 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 marketing

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.”

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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: A group of beauty products in pink and red packaging

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.

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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.”

Read more: CBD beauty sales soar: What does it actually do?

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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.

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Skin condition: A white cream with a green cannabis leaf on top. It is surrounded by dark oil bottles and a spoon that has cream on it. This is on a dark background

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.”

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They wrote that: “Future prospective controlled clinical studies are warranted to elucidate the potential role of CBMs (cannabis-based medicines) in EB treatment.”

Read more: Parkinson’s disease and CBD: New study reveals potentially positive effects

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