Brands & Products

Prima Looks To Clean Up CBX Beauty

Though cannabidiol—also known as CBD, the buzziest cannabinoid in the beauty business—is derived from plants both leafy and green, that fact often has little bearing on the “clean” factor of a product’s final formulation.

Search Google Images for “CBD skincare” and here’s what you’ll get: green bottles, green backdrops, and so, so many slender and spiky cannabis sativa leaves. (Also green, naturally.) It’s a fairly straightforward marketing tactic, all this viridescence and verdure, meant to make you see cannabidiol as natural, pure, safe, and sustainable. Psychologically, green translates to “clean.”

Pragmatically, however, it does not.

Though cannabidiol—also known as CBD, the buzziest cannabinoid in the beauty business—is derived from plants both leafy and green, that fact often has little bearing on the “clean” factor of a product’s final formulation. Plenty of recent launches boast cannabis sativa on the front of their labels and questionable ingredients on the back: mineral oils, PEGs, undisclosed fragrances, known skin sensitizers, and more. “Because CBD has been positioned almost as a hero ingredient, I do feel like there’s a disconnect between it being one of many botanicals in a product, versus it being the highlighted ingredient in a sea of potentially harmful industrial compounds,” Jessica Assaf, the cofounder and chief education officer of CBD skincare brand Prima, tells BAZAAR.com.

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