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The Normalization of Cannabis

Taboo no more, cannabis has secured a foothold in mainstream beauty. With brands such as Milk Makeup and High Beauty launching cannabis-oil products at Sephora, it’s safe to say that weed is finding a place in the beauty rituals of U.S. consumers. Interest in cannabis beauty is rising because of the ingredient’s recently developed wellness orientation, experts agree — not its illicit ties. “It’s intriguing for people because it sort of has an edge to it or was associated with something illegal…but it’s no longer this hippie, crunchy hemp-based thing, it’s now a plant-based, earthy ingredient that fits into what’s happening in wellness,” said Cecilia Gates, chief executive officer of Gates Creative. That positions cannabis beauty alongside trends like natural skin care, ath-leisure beauty and jade rolling. “You only see the rise of normalization and social acceptance in the last year,” said Olivia Alexander, founder of cannabis beauty brand Kush Queens. “It was very stoner, it was not very glamorous.” But over the course of the past year, cannabis beauty has left burlap behind and veered more toward luxury. These days, many products containing CBD, or cannabidiol, and hemp oils are housed in prestige packaging similar to other products in the beauty world. Cannabis’ rise as a

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