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Welcome to theYear in Beauty.
Getty Images / Ingrid Fowler
After editors learned that the formula containedCBD, a.k.a.
cannabidiol, says Mata, the ingredient suddenly became the focus of every conversation.
“Id be like, And its made fresh every week!
Its sister brand, Happy Dance, cofounded by actor Kristen Bell, shut down completely.
CBD beauty seems to be over as quickly as it began.
You’re not entirely wrong.
), and even in your bed (would you pay $100 for CBD-Technofiberbed sheets?).
CBD fatigue is very, very real.
To be clear, cannabidiol itself isnotillegal.
Were shadow-banned on Instagram, she says.
And because SEO algorithms value duration, that means the site is de-prioritized for would-be customers.
And all of the brand founders we speak with here have a similar story to tell.
In many countries, CBD is illegal or available by prescription only.
And even if its not illegal, it might be frowned upon.
(We reached out to Cronos Group for further comment but did not immediately receive a response.)
Searches for CBD beauty are down 63.1% year over year.
WLDKAT, perhaps, did not act quickly enough: It shuttered this year, not long after reformulating.
And we were like, Well, yeah, so did we.
Read more about ingredients:
Watch Jennifer Aniston react to TikTok trends:
