This report provides comprehensive and current information and analysis of the Cannabeauty: CBD and Hemp in BPC market including cannabeauty market size, anticipated market forecast, relevant market segmentation, and industry trends for the cannabeauty market in the US.

Current market landscape

Cannabeauty remains a growth category, with use increasing annually from 2020-22. Despite the growth in adoption, category participation remains low, encompassing only around a third of US adults. Questions over efficacy, which stunt CBD adoption, likely also limit the cannabeauty space, with consumers hesitant to invest in products that lack proven results.

Bath products rule cannabeauty use and growth, owing to CBD’s strong connection to relaxation. Bath products also have a relatively low bar for efficacy, as compared to more specialized BPC offerings, such as facial treatments and makeup. Proving worth in other BPC categories will require linking hemp and CBD with core functional outcomes, including calming inflammation and moisturizing. Where brands are not able to make these direct connections via hemp or CBD, they will need to do so with other active ingredients and justify the use of hemp/CBD for some other specific purpose.

The current cannabeauty user falls closer in line with CBD users than general BPC users. As such, CBD brands that offer cannabeauty have a slight advantage over BPC brands in terms of perceptions of efficacy. Co-branding is an opportunity to grow trust, including legacy BPC brands partnering with popular CBD/hemp brands to maximize expertise.

Market share and key industry trends

  • Cannabeauty can reinforce BPC bridge to wellness. As interest in health and wellness expands, consumers look for a contribution to personal health in all categories. CBD’s strong tie to wellbeing can help strengthen the tie between BPC and wellness.
  • Brands must justify use of hemp/CBD. Given the strong habitual nature of BPC consumers, brands will need to make a clear argument for including hemp/CBD in products that consumers have been getting along fine without. Communicating the functional benefit and proving results will be key to encouraging trial and investment.
  • Expanding reach can go far in expanding adoption. More than a third of US adults who are interested in cannabeauty would like to see more of the products at the stores they shop at regularly, suggesting that bringing the products to the consumer will ease category entry.

Future market trends in cannabeauty

Interest in future use is high, with nearly three quarters of shoppers expressing interest in cannabeauty. While transforming interest into adoption will ultimately require proving efficacy, the category can likely gain users by expanding availability, with 35% of interested consumers wanting to see more cannabeauty products in the places they shop.

Read on to discover more about the cannabeauty consumer market, read our US Ingredient Trends in Beauty and Personal Care Market Report 2021, or take a look at our other Beauty and Personal Care research reports.

Quickly understand

  • Use and interest in cannabeauty and segment performance.
  • Factors impacting cannabeauty and market opportunities.
  • Attitudes toward cannabeauty and perceptions of cannabeauty retailers.
  • Interest in sustainable cannabeauty.

Covered in this report

Brands include: Highline Wellness, The Alterna, Beekman 1802, Paul Mitchell, Shikohin, Earth Supplied, Artisan Cannabis Oud, The Uplifters, Hempz, Volition, Cannuka.

Expert analysis from a specialist in the field

This report, written by Fiona O’Donnell, a leading analyst in the Leisure and Entertainment sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While cannabeauty use remains relatively low, the category has experienced steady growth in adoption from 2020-22. What’s more, strong future interest points to a market poised for future growth. Overcoming the hurdle of new product trial amid a time of inflationary pressures will be a challenge in the near term. Proving efficacy and justifying the addition of CBD and hemp will remain the top priority for brands in the space.
Fiona O’Donnell, Sr. Director – Leisure and Entertainment
Fiona O’Donnell
Senior Director, US Reports

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Figure 1: Cannabeauty outlook, 2022-27
                • Opportunities and challenges
                  • CBD users are core cannabeauty audience
                    • Figure 2: Cannabeauty use – Products with CBD added, by CBD use, 2022
                  • Interest in cannabeauty is high, but so are some of the barriers
                    • Figure 3: Cannabeauty interest, 2022
                  • CBD brands have slight cannabeauty efficacy advantage over BPC brands
                    • Figure 4: Attitudes toward cannabeauty – Efficacy, 2022
                  • CBD retailers seen as offering the most effective cannabeauty offerings
                    • Figure 5: Perceptions of cannabeauty retailers, 2022
                  • Key consumer insights
                  • Target Audience by the Numbers

                    • Cannabeauty users align more with CBD users than general BPC users
                      • Figure 6: General BPC product use, by key demographics, 2022
                      • Figure 7: Use of CBD in the past year, by key demographics, 2022
                    • Two thirds of CBD users enjoy product trial, cannabeauty enables exploration
                      • Figure 8: Agreement – Likes to try new CBD products, 2022
                      • Figure 9: Highline Wellness, 2022
                    • Doubt over efficacy hinders CBD trial, proving results necessary for BPC
                      • Figure 10: Barriers to CBD trial, 2022
                      • Figure 11: Perception of natural ingredients in BPC, 2021
                  • Segment Performance

                    • BPC sales to slow through 2027, cannabeauty can maximize wellness angle
                      • Figure 12: Total US sales and fan chart forecast of BPC, at current prices, 2017-27
                      • Figure 13: Total US sales and forecast of BPC, at current prices, 2017-27
                      • Figure 14: Total US sales and fan chart forecast of color cosmetics market, at current prices, 2017-27
                      • Figure 15: Total US retail sales and forecast of color cosmetics, at current prices, 2017-27
                    • Deodorant, shampoo, body wash lead BPC product use
                      • Figure 16: General BPC product use, 2022
                    • Cannabeauty launches account for a small share and are declining
                      • Figure 17: Share of BPC launches featuring hemp and/or CBD, 2020-22*
                    • Hair treatments see strongest launch activity in cannabeauty
                      • Figure 18: Hair treatment launches featuring hemp and/or CBD, 2022
                      • Figure 19: BPC launches featuring hemp, by subcategory, 2020-22*
                      • Figure 20: Fastest growing BPC sub-categories featuring hemp, 2020-22*
                      • Figure 21: BPC launches featuring CBD, by subcategory, 2020-22*
                  • Market Factors

                    • Inflation results in belt-tightening, demands proof of value
                      • Figure 22: CPI changes from previous year ago, 2020-22
                    • Wellness broadens to include self-care through BPC
                      • Figure 23: Shikohin, 2022
                      • Figure 24: Cannabeauty launches that highlight holistic health, 2022
                  • Competitive Strategies and Market Opportunities

                    • Justify cannabeauty
                      • Figure 25: Cannabeauty launches that highlight ingredients, 2022
                      • Figure 26: Skincare concerns, 2022
                    • Cannabeauty can nurture the wide range of “persons” in personal care
                      • Figure 27: Cannuka, 2022
                    • Don’t overlook fragrance
                      • Engage influencers and followers
                        • Clean and ethical claims lead among cannabeauty launches
                          • Figure 28: Leading claims in BPC launches featuring hemp, 2020-22*
                          • Figure 29: Fastest growing claims in BPC launches featuring hemp, 2020-22*
                          • Figure 30: Leading claims in BPC launches featuring CBD, 2020-22*
                      • The Cannabeauty Consumer – Fast Facts

                        • Cannabeauty adoption continues to expand
                          • CBD brands have slight edge on BPC brands on cannabeauty efficacy
                            • Expanding availability will aid adoption, serve current audience
                              • Different retailers can appeal to different audiences
                                • Sustainability claims have wide reach, can serve as differentiators
                                • Cannabeauty Use and Interest

                                  • Hemp-based cannabeauty is more widely used than CBD-based
                                    • Figure 31: Cannabeauty use, 2022
                                    • Figure 32: Cannabeauty use, 2020-22
                                  • Facial treatments see lowest retention
                                    • Figure 33: Cannabeauty interest in trying again, 2022
                                  • Interest in cannabeauty is high, on par between hemp and CBD
                                    • Figure 34: Cannabeauty interest, 2022
                                  • Men are more likely than women to report cannabeauty use
                                    • Figure 35: Cannabeauty use, by gender, 2022
                                  • 18-24s are most likely cannabeauty users
                                    • Figure 36: Cannabeauty use, by age, 2022
                                  • Hispanic consumers are more likely to use cannabeauty
                                    • Figure 37: Cannabeauty use, by Hispanic origin, 2022
                                  • Black consumers are more likely than average to use cannabeauty
                                    • Figure 38: Cannabeauty use, by race, 2022
                                  • CBD users are significantly more likely to use cannabeauty
                                    • Figure 39: Cannabeauty use, by CBD use, 2022
                                • Attitudes toward Cannabeauty

                                  • CBD brands have slight edge BPC brands on measure of efficacy
                                    • Figure 40: Attitudes toward cannabeauty, 2022
                                  • CBD users are more likely to trust in the efficacy of CBD brands
                                    • Figure 41: Attitudes toward cannabeauty, by CBD use, 2022
                                  • One in five men have a cannabeauty brand they’re loyal to
                                    • Figure 42: Attitudes toward cannabeauty, by gender, 2022
                                  • Expanding user base can come from expanding availability
                                    • Figure 43: Attitudes toward cannabeauty, by age, 2022
                                  • Hispanic consumers are more trusting of BPC brands
                                    • Figure 44: Attitudes toward cannabeauty, by Hispanic origin, 2022
                                  • Black consumers are more likely to put their trust in CBD brands
                                    • Figure 45: Attitudes toward cannabeauty, by race, 2022
                                • Perceptions of Cannabeauty Retailers

                                  • CBD websites seen as offering the most effective cannabeauty offerings
                                    • Figure 46: Perceptions of cannabeauty retailers, 2022
                                  • Beauty-focused retailers most likely to be considered premium
                                    • Figure 47: Perceptions of cannabeauty retailers – Correspondence Analysis – Symmetrical map, 2022
                                  • Women put greater trust in beauty brands, men look to wellness retailers
                                    • Figure 48: Perceptions of cannabeauty retailers – Effective, by gender, 2022
                                  • Older shoppers have a wider range of retailer and brand trust
                                    • Figure 49: Perceptions of cannabeauty retailers – Effective, by age, 2022
                                  • Black shoppers view drugstore offerings as effective
                                    • Figure 50: Perceptions of cannabeauty retailers – Effective, by race, 2022
                                  • CBD users are more likely to trust in CBD brands but are open to range of sources
                                    • Figure 51: Perceptions of cannabeauty retailers – Effective, by CBD use, 2022
                                • Interest in Sustainable Cannabeauty

                                  • Sustainability claims would appeal to majority of those interested in cannabeauty
                                    • Figure 52: Interest in sustainable cannabeauty, 2022
                                  • Sustainability positioning can vary between men and women
                                    • Figure 53: Interest in sustainable cannabeauty, by gender, 2022
                                  • Black consumers have outsized interest in sustainable sourcing
                                    • Figure 54: Interest in sustainable cannabeauty, by race, 2022
                                • Appendix – Data Sources and Abbreviations

                                  • Data sources
                                    • Consumer survey data
                                      • Abbreviations and terms
                                        • Abbreviations
                                        • Appendix – Consumer

                                          • Correspondence Analysis
                                            • Figure 55: Cannabeauty retailer perceptions – Correspondence Analysis – Principal Map, 2022
                                            • Figure 56: Cannabeauty retailer perceptions, 2022
                                          • Methodology

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