The Launch Of Sephora’s New ‘High Beauty’ Brand Sees Cannabis Cosmetics Go Mainstream
Cannabis cosmetics are coming to a retail chain found in nearly every American state.
Sephora is a juggernaut in the cosmetics space. They operate stores worldwide and are backed by one of fashion’s most powerful conglomerates: LVMH—owner of such luxury brands as Hennessy and Louis Vuitton. With the launch of their upcoming cannabis-infused cosmetics brand High Beauty, Sephora wields the ability to truly make canna-beauty products mainstream.
“When [the trend] hits something like Sephora that’s global and across the US, that is a gauge to show the appetite of the consumer,” said Ceclilia Gates — CEO of Gate Creative, an agency specializing in marketing beauty products. “It’s a good gauge for us to say there is a want and a need for it out there,” Gates told WWD.
The line will be launching with two products: ‘High Expectations’ — a cannabis facial oil — and ‘High Five’ — a cannabis facial moisturizer. Marijuana’s shift from being seen as merely a means of getting high to its place as a wellness product has been key to bringing products like these to market across the country, says Melissa Jochim, who is heading up the new brand.
“It just hasn’t been mainstream until people started seeing it as a lifestyle ingredient, or one for well-being,” Jochim explained.
But there are still some barriers in the way of making marijuana mainstream. While the plant is gaining broad acceptance across the country among the American people, there are still many legal barriers. That’s why the creators of High Beauty decided to work exclusively with hemp seed oil, and its products do not contain CBD or THC.
“I’m looking to be a main partner with Sephora. I cannot have a brand that cannot be shipped across state lines,” Jochim said.
But the appearance of cannabis-infused beauty products on the shelves of Sephora nevertheless signals progress. And it probably won’t be long before products containing CBD and THC also become mainstream.