How CBD (cannabidiol) is Changing Skincare

Skincare aisles can feel like a fluorescent maze: glossy jars lined up under bright lights, promising youth, glow, and a fix for every ailment. But for people with eczema, rosacea, or ultra-sensitive skin, those promises can turn into frustration. Harsh formulas, stinging serums, and expensive creams that do little to soothe can leave people feeling defeated.

This is where CBD quietly steps in. Drawn from the same plant that has offered relief and comfort for generations, CBD brings a gentler option to beauty: one that isn’t about erasing lines or chasing trends, but about meeting skin where it is and helping it feel at ease.

In many ways, it’s the most natural next step for cannabis culture. Our community has always been about looking out for one another and finding better ways to heal when traditional systems fall short. CBD skincare carries that same spirit into daily life: into the simple ritual of washing your face, moisturizing your hands, or running a bath at the end of a long day.

The education gap

For all its promise, CBD skincare hasn’t exactly had an easy path, even within the industry. Derek Chase, founder of full-spectrum self-care brand Flora + Bast, remembers launching in 2009, when the category was just beginning.

“At the time, there was a lot of awareness-driving activity around CBD and hemp,” Chase said. “But first to market were hemp seed oil products touted as having CBD benefits, but without the actual effects. From the start, the category struggled because no one understood what CBD was or what sort of benefits it was bringing to the market.”

Even now, Chase says the true benefits of CBD are often overshadowed by the louder claims of big beauty. That’s why education is the key: something both he and Fourtwenty Skincare founder Marvina Thomas are passionate about.

“As a nurse, I’ve always been focused on helping people find real relief, especially those struggling with skin conditions that can be painful or frustrating,” Thomas said. “More people are becoming aware that CBD has calming and anti-inflammatory properties, but there’s still a lot of misinformation.”

That’s why Thomas believes education is so crucial in this niche sector of the industry. 

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“People need to understand what CBD is, what it isn’t, and how it can actually help their skin feel better,” Thomas said. “When I explain the benefits in simple, honest terms, I see people become hopeful that there’s an option beyond the traditional products that may not have worked for them.”

MacKenzie McClain Hill, founder of LumiBloom (a CBD-powered beauty and wellness brand), agrees. 

“CBD is no longer a mystery ingredient—it’s now seen as just another beneficial addition to beauty and wellness routines,” McClain Hill said. “The conversation has shifted. In the early days, the focus was on ‘is this safe?’ or ‘is this even legal?’

According to McClain Hill, today’s consumers are asking better questions about the benefits, and in turn, they’re having a better time finding products that actually help them.

“That’s where education comes in,” she continued. “At LumiBloom, we don’t just say ‘CBD is good for you.’ We explain how it works with your skin, your body, your recovery. Education transforms curiosity into confidence, and once customers understand the benefits, CBD becomes less of a trend and more of a trusted solution in their everyday lives.”

For Thomas, Chase, and McClain Hill, education isn’t just a marketing tactic—it’s part of the mission. It’s about making sure people know they have choices, and that those choices are rooted in science, transparency, and care.

Who CBD skincare is for

CBD skincare isn’t necessarily for the shopper chasing glassy skin or the next viral beauty trend. Instead, it speaks to a different kind of customer: one who is searching for relief.

Photo: Lumi Bloom CBD Rose Petal Body Oil

“Our customer is someone who isn’t necessarily looking for performance-based skincare in terms of improving wrinkles,” Chase noted. “Instead, they have eczema, rosacea, or inflammation-based issues. They’ve done the research, tried conventional products, and are looking for something gentler that actually works.”

These are customers who don’t gel with conventional products. They’ve found that cannabinoids either reduce their symptoms or don’t give them the negative symptoms and/or irritations that something like a retinoid might.

Thomas has seen the same with her demographic.

“Traditional products often mask the problem, but with CBD and natural ingredients, I aim to address the root causes of irritation and inflammation.” Thomas said.

McClain Hill similarly describes her customers.

“Our core audience is made up of multifaceted women: women who are raising kids, running companies, and moving through life with confidence. They’re interested in solutions that match the pace of their lives—forward-thinking, effective, and simple,” McClain Hill said.

For these customers, CBD is more than a product: it’s a hope that their skin can feel good again.

Formulating for relief

CBD may be trendy, but for these brands, formulation is about more than following hype.

Flora + Bast avoids oil-and-water emulsions entirely, a common source of irritation in conventional skincare, and instead builds formulas around either water-only or oil-only systems.

“We don’t combine oil and water, because that’s the number one reason why people get irritation from using conventional products,” Chase said. “Basically, we follow the rule of not going outside of what nature will do itself. This has led to gentle, effective products.”

And for Thomas and her team, every formula begins with the person she imagines using it.

“I go back to my nursing background and ask myself, is this safe, gentle, and will it provide real relief?” Thomas said. “To me, it’s not about creating a luxury product. It’s about creating something that can genuinely ease discomfort and help someone feel more comfortable and confident.”

CBD skincare may never dominate the shelves of mainstream beauty, and maybe that’s the point. It’s not for everyone. It’s for the people who need something different, something softer, something that actually helps.

And in that way, it’s pure cannabis culture: finding new ways to care, to heal, and to make everyday life a little easier.