With a multitude of new brands entering the beauty space, some indie brands are beginning to recognize underserved gaps in the market. These innovative brands target segments such as intimate beauty or take advantage of the growing acceptance of cannabis products to stand out from traditional marketers. Still, brands are discovering that these topics remain slightly controversial and strive to promote conversations regarding the trends.
Intimate beauty is one of the hottest topics at beauty industry events and expos, and it is the subject of our upcoming Intimate Beauty Care: U.S. Market Assessment and Opportunities report. Consumers and marketers alike are reexamining vaginal care with an eye on caring for the skin in the area beyond washes and wipes. Products that are trending in facial skin care, such as serums and oils, are gaining momentum in the segment, in addition to vaginal fitness products. Brands such as Vfit and Elvie offer Kegel devices to train muscles in the pelvic floor.
While Generation Z and millennials are driving the conversation around intimate beauty, many brands, such as MegsMenopause, are geared toward older consumers, targeting concerns such as vaginal dryness and others commonly associated with menopause. Other brands, such as The Honey Pot Company, target new and expecting mothers with their “Mommy-to-Be” lines. These brands seek to tackle common issues women face but are uncomfortable voicing to medical professionals.
Brands in the segment pay careful attention to ingredients and formulations in products, with many newcomers positioning themselves as natural or clean. Quim is a new, naturally positioned brand, inspired by multiple trends sweeping the industry. Its Happy Clam Everyday Oil, a moisturizing oil for the vagina infused with hemp CBD (cannabidiol) oil, has garnered press attention since its launch in January 2019.
The influence of cannabis-infused beauty products continues to spread beyond intimate beauty care. Skin care is expected to remain the leading category, according to our upcoming Cannabis Beauty: U.S. Market Analysis and Opportunities, as consumers continue to seek products that have new beneficial ingredients.
As new CBD-infused brands flood the market from prestige to mass to specialty segments, retailers expand shelf space to include CBD-infused shelf products. High Beauty launches in Urban Outfitters, while Sephora and Ulta continue to bring exciting new brands to stores, such as Saint Jane, which launches its best-selling Luxury CBD Beauty Serum on Sephora’s website. However, this results in confusion among consumers about the differences between cannabis- and CBD-infused products.
With consumers constantly on the lookout for new and exciting products in the evolving beauty and personal care space, beauty brands need to innovate and stand out from competitors by offering products with eye-catching ingredients or positioned for a niche market segment. Our upcoming Cannabis Beauty: U.S. Market Analysis and Opportunities report will dive deeper into these trends by examining the top players and driving influences, among other factors.
Furthermore, with the recent passing of the Farm Bill and its tremendous impact on cannabis in many industries including healthcare and beauty, the next frontier for cannabis in the United States is in the food and beverage industry. Although this is in its infancy, a large number of startups are springing up on niche retailer shelves and on online platforms selling products containing cannabis. Our newest report addition, Cannabis in Food & Beverages: U.S. Market Assessment and Opportunities, will assess the current regulatory and legal status regarding this market, currently available products, marketing channels, and the outlook for cannabis-based food and beverages, including those containing CBD and hemp derivatives.