CBD: On a High

— The cannabis compound sparking interest in the beauty industry.

THC takes all the heat when it comes to matters of marijuana. It’s what gives us that euphoric high and remains as one of the most controversial substances from both a legal and medical perspective. But there are hundreds of other compounds found in cannabis that are produced by the plant naturally, it just so happens that THC and something called CBD rank highest in concentration.

CBD, or cannabidiol, has been in the spotlight as of late but with far less backlash and a reputation that comes off more chic than stoner. CBD is non-psychoactive meaning it won’t get you high, per se, and its main purpose has been primarily for therapeutic practices. So why are we only hearing about this miracle CBD cure now? Because suddenly it’s showing up in everything from edibles like chocolate bars and craft cocktails to sleep masks, foot creams, bath bombs, makeup—and it’s legal to purchase.

CBD’s momentum has been furthered by those in the health and wellness industries for its proven benefits as a pain reliever, anxiety reducer and even cancer fighter. But it’s recently garnered attention from beauty and skincare companies for its topical perks as an anti-inflammatory, moisturizer and the unique ability to soothe skin disorders including acne and psoriasis, regenerate skin cells and reverse signs of aging. While THC still remains a heavily-regulated ingredient, CBD offers the same wealth of benefits without the buzz and occasional bouts of paranoia.

The cannabis “glow up” as many beauty brands like to call it has consumers rethinking the plant completely. And as we get closer to destigmatizing cannabis and it’s upcoming legalization, more brands it seems are coming into the mainstream market offering CBD-infused products—one of them being organic, botanical skincare company KHUS+KHUS.

Photo by KHUS+KHUS

“One of the most important aspects of healthy skin is the maintenance of the endocannabinoid system which maintains the basal cell life cycle, containing 90 percent of the cells in the epidermis. Radiant healthy skin relies on our ability to create cell turnover by growing healthy new cells and discarding old ones,” explained Kristi Blustein, founder of KHUS+KHUS. “CBD provides remarkable therapeutics for skin maintenance and skin disorders.”

Launched by Blustein in 2016, she took her learnings as an Ayurvedic specialist—a holistic practice of medicine from India—and discovered a new way to modernize traditional herbalism with her plant-based products. Today, her company KHUS+KHUS sells their SEN Face Serum, Copious Body Serum and Premo Hand, Nail and Foot Supreme Treatment—all of which contain CBD that Blustein believes aids in calming the nervous system, enhancing the skin and regulating the immune system.

Fellow trendsetters such as Vertly, who’s making hemp-derived CBD lip balm and Lord Jones, a Los Angeles-based body lotion brand coveted by celebs, praise CBD for its pain relieving and nourishing properties.

But the magic of CBD goes beyond just skincare. It’s also known to work wonders on your hair. In recent months, CBD infused shampoos and conditioners have come onto the market with the ability to maximize moisture retention, strengthen and fortify hair follicles. Milk Makeup wasn’t just thinking about the hair on your head, either, when they conceptualized their latest mascara and brow gel offerings. They encourage users to think of it like a hair mask for your brows (or lashes) where the nourishing CBD oil conditions the hairs without causing stiffness.

CBD has even penetrated the perfume industry, and no, it’s not the skunky aroma you’re thinking of. We’re still unsure of the exact need for a hemp-scented body spray but the Palomine Botanicals NICO CBD Cologne Oil is said to combine notes of oud, orange flower, sandalwood and jasmine with CBD to create an overall calming and peaceful effect, whether after a long day or for an afternoon pick-me-up.

While medical marijuana has been legal for at least two decades in California, CBD comes as a new phenomenon that we could easily see popping up in high-end retailers and coffee concoctions all over the country. And although it may just be a product of timing, as much as branding, CBD is being treated more as a tool for wellness than a trendy pharmaceutical. Perhaps this is just our latest interpretation of what it means to go green.