e.l.f. aims to soothe skin with full-spectrum CBD line

6/10/2020

Beauty brand e.l.f. is now one of the biggest names to venture into the CBD Space. The Oakland, Calif.-based value beauty brand has introduced the e.l.f. Full Spectrum CBD collection, which includes face and body care products that contain full-spectrum CBD alongside notes of Japanese citrus and chamomile.

The line, which launched in mid-May on the brand’s website, has been among its top-selling products online within skin care, and already has logged return customers.

“The skincare category has been outperforming cosmetics during the crisis, and CBD in particular is projected to be a 22-billion-dollar industry by 2022,” said Kory Marchisotto, e.lf. chief marketing officer. “It’s a category our customers have shown great interest in and we’re excited to be able to build based on this demand, all at e.l.f. speed.”

The collection includes a 100-mg CBD facial oil, a 50-mg CBD moisturizer, a 50-mg CBD eye cream, a 50-mg CBD body cream and a 5-mg CBD lip oil. In keeping with the brand’s largely accessible price points, the products range from $13-$18, with a bundle of all the products priced at $79.

E.l.f. said it planned to launch the line via Ulta Beauty later this year.

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