By Faye Brookman
Sales of personal care products centered around CBD were put on pause during the pandemic when consumer interest shifted to immunity and germ prevention.
That said, even with the focus on preventing illness, nine million people started using CBD during the pandemic.
The CBD market is predicted to mushroom to almost $20 billion by 2025, according to Statista. But that lofty goal must overcome obstacles including retailers’ acceptance, state regulatory laws and consumer confusion over what CBD is—specifically not an ingredient that will get them high.
Recently, more famous faces are getting involved to get the industry budding again. The latest to add his support is Isaac Boots, a celebrity trainer whose visibility soared during the pandemic when he offered workouts daily on social media when people couldn’t get to gyms. Boots named the line after his workouts called Torch’d. The collection was created in conjunction with Mindset Wellness, a CBD brand. The lineup includes transdermal energy patches and CBD gummies. An under-eye patch will add to the range in the summer. Prices range from $25 to $30.
Fresh off her debut as a Sports Illustrated swimsuit model, Martha Stewart is back on the promotion circuit for her CBD brand she rolled out in 2020 along with Canopy Brands. Last year, she expanded beyond gummies and topical creams into a collection of body care items. Steward has long been a fan of CBD for its benefits for everything from glowy skin to better sleep.
Drummer Travis Barker has a vegan CBD sleep tincture. Jane Fonda is the ambassador for Uncle Bud’s. While CBD has been linked to skin care, experts predict more use of the ingredient in hair care in the pipeline.
Despite the positive vibes for CBD, a pioneer in the space recently shuttered. Lord Jones announced it was pulling out of the U.S. but revving up growth in Canada where its parent Cronos Group is based. At one time, Lord Jones was Sephora’s entry into CBD and Kristen Bell has partnered with it for a brand called Happy Dance that exited the market early in 2023.
Still, with so many high-visibility stars touting CBD, the ingredient might finally hit critical mass in the next few years, especially in beauty.
ABOUT FAYE BROOKMAN
Faye Brookman has reported on the beauty and personal care industry for more than 35 years. 
She contributes to beauty industry publications including Women’s Wear Daily and CEW Beauty News. Her articles have also appeared in USA Today, The Wall Street Journal and The Washington Post. She also is a frequent moderator for discussions of the beauty business and retail industry.
A graduate of Syracuse University’s S.I. Newhouse School of Public Communications, Brookman resides in Skillman, N.J.
Categorized in: Trends/Insights