07.24.20
In response to Covid-19 trends and consumer interest, e.l.f. Beauty has expanded its skincare portfolio, launching a Full Spectrum CBD collection “to refresh, revive, and re-center the mind and body.”
According to Kory Marchisotto, chief marketing officer for the brand, “The skincare category has been outperforming cosmetics during the crisis, and CBD in particular is projected to be a 22-billion-dollar industry by 2022. It’s a category our customers have shown great interest in and we’re excited to be able to build based on this demand—all at e.l.f. speed.”
The Full Spectrum CBD Product Line, which launched in May, features five face and body care products ($13-$18, each) infused with full spectrum CBD. Last fall, e.l.f. Cosmetics introduced a Cannabis Sativa Hemp Seed Oil collection, which Marchisotto says helped to fuel its growth in the skincare category with sales up 27% in fiscal year 2020.
