CBD in cosmetics in 2024: revolution or disappointment?

A few years ago, cannabidiol (CBD) burst onto the cosmetic scene with the promise of soothing and anti-inflammatory properties. Praised for its natural benefits, CBD quickly found its way into creams, serums and masks, becoming a star ingredient for consumers looking for skin- and eco-friendly skin care. But now, in 2024, the trend seems to be running out of steam. So is CBD still a must-have in beauty or an outdated fad?

Initially, CBD's success was based on a general craze for natural skincare at a time when consumers were turning away from harsh chemicals. In addition, promising studies offered the hope of concrete results in relieving skin inflammation, reducing redness, or even calming sensitive skin. However, despite these early promises, some major cosmetic brands have gradually moved away from the ingredient, disappointed by the lack of return on investment or the still unclear regulatory barriers in some countries.

The legal uncertainty surrounding CBD has slowed its adoption in several regions. Even in Europe, where its use is permitted, the regulations remain complex, particularly with regard to the acceptable THC concentration in products. In addition, the image of cannabis as a non-psychotropic molecule, even when separated from CBD, remains an obstacle for some consumers. In addition, the cost of producing high quality CBD can be high, which has discouraged some brands from pursuing this avenue.

Another factor is the marketing over-exploitation of this ingredient. Many companies have tried to ride the wave by including CBD in their products without always justifying its efficacy. Exaggerated promises may have created a certain fatigue among consumers, who are now waiting for solid scientific proof. In 2024, consumers will be looking for cosmetics that work, not those that just ride the wave.

However, CBD has not completely disappeared from the shelves. The brands that continue to use it are taking a more rigorous approach, relying on more sophisticated formulations and combinations with other natural ingredients to boost its effectiveness. CBD remains particularly popular for soothing and moisturizing skin care products, especially for sensitive or inflammatory skin. Research continues to explore the benefits of this molecule, but more in-depth studies are needed to make it an indisputable benchmark.

In conclusion, CBD in cosmetics in 2024 is neither a resounding failure nor an undeniable revolution. It still has a place in skincare, but it's no longer enough to seduce. Brands will have to prove its efficacy with hard facts, not marketing promises, if they want to keep it as a key ingredient in the years to come.