Providing the most comprehensive and up-to-date information and analysis of the US Cannabeauty Consumer market including the behaviors, preferences, and habits of the consumer.

Beauty and personal care products with hemp or CBD are growing in popularity as a means for self-care that offers support toward beauty and wellbeing goals. In fact, a mixed approach to cannabeauty as a beauty-through-wellness product will go far in communicating value, an important consideration for consumers still struggling with post-pandemic financial troubles. Stress relief will be a cornerstone, also a remnant of the difficult year COVID-19 ushered in. 58% want to see studies backed by clinical data, so beware of claims that are unsubstantiated or overstated.

Read on to discover more about the US Cannabeauty: CBD and Hemp in BPC consumer market, read our US Cannabeauty: Cannabis in BPC Market Report 2020, or take a look at our other Cannabis Market research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior, the BPC market, cannabis beauty products, and cannabeauty.
  • How beauty and wellbeing are intertwined and how cannabeauty stands to benefit.
  • Differences in consumer perceptions of and habits related to hemp-based and CBD-based cannabeauty products.
  • How cannabeauty brands can gain consumer loyalty by building trust.

Covered in this report

Brands include: Lord Jones, Happy Dance, Ulta, Sephora, NYX, e.l.f., Shea Moisture, Onyx + Rose, Fitish, Cannuka, Truly, Sunday Scaries, Prima, Pacifica, Equilibria.

Expert analysis from a specialist in the field

This report, written by Michele Scott, a leading analyst in the Lifestyles & Leisure sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Cannabeauty straddles both the BPC and cannabis worlds, benefiting from market growth within each. Similarly, lines between outward appearance and inner wellbeing are not steadfast, and brands should help consumers understand that personal care and beauty are, in fact, intimately related. COVID-19 boosted interest in hygiene and the need for stress relief, creating opportunities for cannabeauty to solve real problems for consumers. Though men and women approach cannabeauty with different priorities, both are critical for the health of the market.
Michele Scott
Michele Scott
Senior Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on cannabeauty
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on BPC products and cannabeauty, 2021
    • Opportunities and challenges
    • Major retailers need minor adjustments
    • Cannabeauty offers more freedom
    • Men are increasingly interested
    • Make branding educational
  3. The Cannabeauty Market – Key Takeaways

    • CBD and hemp ride the wave of skincare trends
    • Bathing offers opportunity for cannabeauty
    • Cannabeauty lends itself naturally to claims
    • Breathe easier around cannabeauty
  4. Related Segments: Market Size and Forecast

    • Facial skincare and anti-aging products show moderate but steady growth
      • Figure 2: Total US sales and fan chart forecast of facial skincare and anti-aging products, at current prices, 2016-26
    • Soap, bath and shower product sales spike in 2020 before returning to normal growth
      • Figure 3: Total US sales and fan chart forecast of soap, bath and shower products market, at current prices, 2015-25
  5. Market Factors

    • COVID-19 initially stalls interest but may have longer-term positive impact
    • Regulations less strict for cannabeauty
    • Health rhetoric matters, clinical trials are time consuming and expensive
    • Value equations must be carefully established despite a growing economy
  6. Market Perspective

    • Bath time can only get better with cannabeauty
      • Figure 4: Attitudes and behaviors toward soap, bath and shower products, 2020
    • Shun single-use products
      • Figure 5: Interest in soap, bath and shower product innovations, 2020
    • Cannabeauty and canna-handsome
      • Figure 6: Use of CBD, by gender, 2021
  7. Companies and Brands – Key Takeaways

    • Location, location, location
    • Not everything about cannabeauty has to be unique
    • Don’t exclude male consumers
    • Education falls on brands
  8. Market Opportunities

    • Major retailers present opportunity
    • Men’s interest in CBD translates to potential
    • Tone can be playful, even for education
    • Highlight environmental impact as an added bonus
  9. Competitive Strategies

    • Overview of the brand landscape
    • Limit some options to build brands
    • Don’t overlook the drugstore
    • Give the gift of CBD
    • Bundle up products and benefits
    • CBD boosts bath time
    • Ride the wave of other trends
  10. The Consumer – Key Takeaways

    • Cannabeauty can elevate the basics
    • CBD is attracting interest, but not necessarily trial
    • Hemp interest is as varied as its uses
    • Beauty attributes most attractive
    • Win over men with CBD
    • Hemp requires some education
    • CBD demands expertise
  11. General BPC Product Use

    • Hit high notes with hygiene
      • Figure 7: Use of beauty and personal care products, 2021
    • Women run the BPC world
      • Figure 8: Use of beauty and personal care products, by gender, 2021
  12. Interest in and Use of Cannabeauty with CBD

    • Trial is the biggest hurdle
      • Figure 9: Interest in and use of cannabeauty with CBD, 2021
  13. Interest in and Use of Cannabeauty with Hemp

    • Embrace hemp’s wide application
      • Figure 10: Interest in and use of cannabeauty with hemp, 2021
  14. Important Product Attributes

    • Health and wellbeing go hand-in-hand, but no match for beauty
      • Figure 11: Important product attributes in cannabeauty, 2021
    • Brands have options to reach men
      • Figure 12: Important product attributes in cannabeauty – NETs, by gender, 2021
    • Opportunities with older consumers are a beautiful thing
      • Figure 13: Important product attributes in cannabeauty – NETs, by age, 2021
    • Capture interested consumers with a health and beauty
      • Figure 14: Important product attributes in cannabeauty – NETs , by interest in CBD, 2021
  15. Attitudes about Cannabeauty with CBD

    • Maintain momentum by connecting CBD to wellness
      • Figure 15: Attitudes about cannabeauty with CBD, 2021
    • Bring men to skincare with CBD
      • Figure 16: Attitudes about cannabeauty with CBD, by gender, 2021
    • Older consumers need to be warmed up to CBD
      • Figure 17: Attitudes about cannabeauty with CBD, by age, 2021
    • Trial is half the battle
      • Figure 18: Attitudes about CBD cannabeauty products, by interest and use of CBD, 2021
  16. Attitudes about Cannabeauty with Hemp

    • Help reduce consumer confusion
      • Figure 19: Attitudes about cannabeauty with hemp, 2021
    • Embrace men’s positive outlook on hemp
      • Figure 20: Attitudes about cannabeauty with hemp, by gender, 2021
    • Look to mid-aged consumers for guidance
      • Figure 21: Attitudes about cannabeauty with hemp, by age, 2021
  17. Purchase Drivers for Cannabeauty with CBD

    • Let experts lead
      • Figure 22: Purchase drivers for cannabeauty with CBD, 2021
    • Give women what they need
      • Figure 23: Purchase drivers for cannabeauty with CBD, by gender, 2021
    • Dermatologists have near-universal appeal
      • Figure 24: Purchase drivers for cannabeauty with CBD, by age, 2021
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  19. Appendix – The Market

    • Facial skincare and anti-aging
      • Figure 25: Total US retail sales and forecast of facial skincare and anti-aging products, at current prices, 2016-26
      • Figure 26: Total US retail sales and forecast of facial skincare and anti-aging products, at inflation-adjusted prices, 2016-26
    • Soap, bath and shower products
      • Figure 27: Total US retail sales and forecast of soap, bath and shower products, at current prices, 2015-25
      • Figure 28: Total US retail sales and forecast of soap, bath and shower products, at inflation-adjusted prices, 2015-25
  20. Appendix – Trend Drivers

      • Figure 29: Mintel Trend Drivers and Pillars

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


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