e.l.f. Beauty adds new CBD collection to skincare portfolio

e.l.f. Beauty has announced the expansion of its skincare portfolio with the addition of a Full Spectrum CBD collection that features face and body care products.

The products in this collection include a 100 MG CBD Facial Oil, 50 MG CBD Moisturizer, 50 MG CBD Eye Cream and 50 MG Body Cream, as well as a 5 MG CBD Lip Oil.

The collection features notes of invigorating Japanese citrus and calming chamomile. Its rich formula helps soothe, moisturise, and restore skin.

Flowers and leaves of the purest form of CBD were used to make the products.

e.l.f. Beauty chief marketing officer Kory Marchisotto said: “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.

“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.”

Last year, the company launched a Cannabis Sativa Hemp Seed Oil collection that helped to fuel its growth in the skincare category. Following the launch, its sales were up 27% during the year.

Marchisotto further added: “I think there’s a real desire at this time from consumers for wellness. And we’re extremely proud to provide consumers with this Full Spectrum CBD line that delivers prestige quality in mass at extraordinary value.”

The collection is currently available for purchase on the company’s website which gives information to customers about the Full Spectrum CBD line.

Later this year, the products will also be available through wholesale partner ULTA.

In February this year, e.l.f. Beauty acquired clean-beauty brand W3LL People, and since then it is continuing to expand its portfolio with strategic extensions.