Sephora is making an effort to regulate products that claim to contain CBD. The beauty retailer announced its "CBD Standards" on Feb. 26 that "sets parameters around CBD potency, ingredient quality, and manufacturing processes," making it the first national retailer to implement stricter CBD standards.
"Search for CBD on Sephora.com has increased over 1,000 times since 2018, so there's clearly client interest in these kind of products," Cindy Deily, Sephora's VP of skin care merchandising, said in a statement. "As customers are looking to navigate this growing category, we saw the need to provide transparency and quality assurance."
According to a release, before beauty brands can be considered CBD compliant at Sephora, they must be up to the brand's Clean at Sephora standard, and they must also contain full or broad spectrum CBD that's grown domestically. Additionally, all CBD products should be triple tested by a third party and provide certification of said testing, ensuring that what's listed on the label matches what's actually in the product.
Sephora first began carrying CBD products online in 2018, and it wasn't until the following year that the retailer launched one in stores with Lord Jones. Today, Sephora is selling products from four CBD brands in over 170 stores.
"There's a risk with so many new brands and claims of turning consumers off completely," Deily said. "There has been a tsunami of new CBD brands launching, and this has been going on for over a year. Brand activity in this space has actually made us more conservative."