Estee Lauder has released a new product under its brand Origins, intending thus to consolidate position in the booming market of cosmetic products from hemp. The new mask Hello, Calm face entered seed oil hemp seed.
The brand Origins were originally used Estee Lauder to compete with the independent trademark Aveda in 1990-ies. CEO of Aveda, Horst Rechelbacher, was interested in developing products without toxic chemicals, which helped him to run the market for natural cosmetic products in the United States. Origins never managed to surpass Aveda, but it has become a brand that is comparable to The Body Shop. Ultimately, Estée Lauder acquired Aveda in Rechelbacher for $ 300 million and subsequently took a strong position on the market with a strong portfolio of companies that manufacture natural cosmetics from plant material.
According to one of the leading marketing research firms Brightfield Group, cosmetics from hemp is very high in demand. In a recent study by analysts note: “Since hemp cannabidiol (CBD, CBD) extremely versatile, the company started to include it in almost all means, ranging from face scrubs to deodorants”. However, its efficacy in such products is dubious.
“In the seed oil very little CBD, stresses Chris Bunka, CEO of Lexaria Bioscience. That is why the seed oil can be sold in grocery stores as vegetable oil. Even in the refined product of the number of CBD slightly. The hemp seed oil is a dietary product healthy diet with small amounts or no CBD or THC (tetrahydrocannabinol)”.
According to the press release, face mask, Hello Calm was developed in partnership with Sephora. The developers chose to use cannabis seeds, and not the CBD because of the research, stating that the seeds have the best anti-inflammatory properties in the treatment of acne, eczema and rosacea.
The core group of consumers interested in products for skin care from hemp consists mostly of young women, especially attractive this makeup for older women with high incomes; but also a certain number of men around the world buying these products. In this sector there are many opportunities for innovation, and it is expected that the sales of cosmetic products will increase dramatically with the legalization, the report said Brightfield Group.