Innovation in Action – The CBD Edit

Estimates vary, but the CBD market is set to explode in the next few years. We’re talking $20 billion by 2025 in the US alone, explode. 

It’s a sign to innovators everywhere not to underestimate the enormous marketable potential of just one ingredient – could anyone have foreseen a market for CBD mascara? Entrepreneurs selling CBD – the non-psychotropic element of the cannabis or hemp plant – used the already booming snacking and wellness industries to propel the substance from health stores to the mainstream consciousness. Powered by celebrity ambassadors, they deftly built up their own highly identifiable vernacular based on various (unproven) health claims, ranging from CBD’s ability to reduce anxiety and enhance cognitive functions. Offline, CBD has transitioned to high-end boutiques, with standalone spaces in Barneys and Saks Fifth Avenue in New York that have the look and feel of luxury beauty stores. Combined with big brands like Vita Coco launching their own range of CBD-infused drinks, the cannabidiol has truly gone mainstream.

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