Considered the best beauty retailer across the world, Sephora was also the first to embrace the CBD skincare trend that has been taking over the nation the past few years by partnering with brands such as Lord Jones, Josie Maran, and Flora + Bast.
Now, it closed its biggest deal to date — a partnership with the up-and-coming CBD company, Saint Jane.
Saint Jane products hit 281 Sephora shops in 22 US states, starting January 10. The new CBD line will be placed on Sephora’s Indie Beauty Wall — a spot the retailer saves for the most budding and buzz-worthy of brands.
Just for comparison, in 2018, Sephora introduced the ultra-popular CBD brand Lord Jones in 171 of their shops, even though by that time Lord Jones was already an established brand with celebrities and beauticians singing nothing but words of praise.
Saint Jane is not without its merits, though. The company was started under a year ago and is already supplied by Saks Fifth Avenue, Neiman Marcus, and Credo. It made its first appearance on Sephora.com in May. Since then, the brand’s Luxury Serum has been on the list of top 5 best-selling products in the CBD category and on the list of 15 best-selling skincare products on Sephora.com, making it the company’s fastest and biggest success story so far.
The brand’s biggest selling product, Luxury Serum, allegedly contains the highest concentration of CBD for a product of its kind. It has 500 mg of cannabidiol and currently retails for $125. Other products in the line, sold in sleek, luxurious-looking packaging, include Microdose Lip Gloss, which is infused with 50 mg of CBD and sold at $28, and Luxury Body Serum, which costs $58 and contains 200 mg of full-spectrum CBD.
Casey Georgeson, Saint Jane’s CEO and founder, views CBD as a vitamin along the lines of other skincare ingredients such as hyaluronic acid and vitamin C. She believes it’s even better when coupled with other botanicals (rosehip, pomegranate, and wood oil) to reduce inflammation and soothe skin. The cannabidiol used for her beauty line traces its origin back to the appropriate, female-owned farms in the US while also being lab-tested by third parties.
To ensure the successful launch of the CBD beauty line, Saint Jane has even hired a special team to work at Sephora and manage day-to-day operations. The company also announced that they will be developing new CBD products exclusively for the retailer.
Beauty retailers have been rushing to stock CBD cosmetics, both online and in brick-and-mortar stores, to meet the rising demand for cannabidiol-based products. It may be hard to believe seeing how 2019 was a great year for the CBD beauty industry, but experts say that CBD in skincare will be an even hotter trend in 2020.
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Written by Ljubica Cvetkovska