Sephora Rolls Out CBD Standards For Products

Brands will be highlighted in Sephora’s “The Next Big Thing” displays

On Wednesday, Sephora announced its “CBD Standards,” which sets parameters around CBD potency, ingredient quality, sourcing and testing to reinforce the retailer’s commitment as a trusted resource in the beauty and CBD landscape.

In order to be Sephora CBD compliant, beauty brands must first qualify under the Clean at Sephora standard, which the company created in May 2018, said Cindy Deily, vp of skin-care merchandising at Sephora. Last year, the company instituted stricter standards for its Clean program, ensuring that products are free from over 50 ingredients versus 13 at launch. Beyond that, CBD beauty products must contain full or broad spectrum CBD, said CBD must be grown domestically, all products must be triple tested by a third party and a certificate of analysis that verifies CBD content must be made available, so that label claims match ingredients.

“Search for CBD on Sephora.com has increased over 1000 times since 2018, so there’s clearly client interest in these kind of products. As customers are looking to navigate this growing category, we saw the need to provide transparency and quality assurance,” said Deily.

As with “clean” beauty at Sephora — Target implemented its own clean iteration last July —  Sephora becomes the first national retailer to create CBD guidelines. Deily said Sephora will be intentionally keeping its curation focused. After launching its first CBD brand in stores last July with Lord Jones, Sephora only recently added Saint Jane and Flora + Bast to its national slate. New brand Prima, which launched DTC last June, will be the fourth beauty brand to anchor Sephora’s CBD assortment in 170-plus stores. Online, select CBD products from brands like Josie Maran and Herbivore will be included.

In physical locations, CBD brands will be highlighted in Sephora’s “The Next Big Thing” merchandising display. Digitally, the CBD standards and corresponding product will be featured on a dedicated landing page and product pages. For now, marketing will be focused on in-store support via Sephora’s beauty advisers and sampling through the company’s Beauty Insider program. However, Deily said Sephora’s team is in regular communication with Google and Facebook since online brand advertising capabilities are still limited.

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