On the heels of Sephora unveiling its new “CBD at Sephora” standards last month, Lord Jones — the first cannabis brand the beauty retailer embraced — has launched its official foray into the facial skincare category: Lord Jones Whole Plant Formula Acid Mantle Repair CBD Moisturizer.
As an early disrupter in both the luxury cannabis and CBD beauty spaces, Lord Jones has remained an industry leader for its forward-thinking approach to the emerging CBD skincare market, which is projected to be worth $959 million by 2024, according to a recent report from cannabis market intelligence and strategic consultancy firm Prohibition Partners.
Unveiled exclusively on its own e-commerce site on March 10, the product will roll out across select Lord Jones retail partners nationwide and in within its 21 Sephora endcaps in New York, California, Colorado, Illinois, and Massachusetts as well as on Sephora.com next month. Its latest launch joins its best-selling body care products: High CBD Body Lotion, Royal Oil, Tamara Mellon High CBD Formula Stiletto Cream, Heavy Duty Chill Balm, High CBD Body Oil, and High CBD Bath Salts. Lord Jones expanded to 282 Sephora stores at the start of the year.
“When we launched at Sephora two years ago, we were the only [CBD] brand in a national beauty retailer. At that time, CBD was not yet available at mainstream retail and could only be discovered at select indie boutiques or dispensaries,” said Lord Jones founder and CEO Robert Rosenheck. “Sephora was a visionary partner and joined us on our mission to normalize cannabis use in the wellness category. The passage of the Farm Bill in December 2018 opened a floodgate and now there are thousands of brands including traditional beauty brands entering the space, creating a maze for the consumer to navigate. For us, CBD isn’t a trend, it’s all we do.”
Started in 2017 by Rosenheck and his wife, Lord Jones chief brand officer and co-founder Cindy Capobianco, the company itself was acquired for $300 million last year by the Canadian cannabis corporation Cronos, allowing for increased spending for product innovation and retail expansion.
“One of the founding principles of Lord Jones was to introduce best-in-class skincare formulations with the finest ingredients for unmatched performance,” said Capobianco. “Entering the face category was a natural next step for us. Many of our customers have been using our multi-purpose Royal Oil as a face oil, but for our first dedicated Lord Jones face product, we wanted to break new ground.”
While most of Sephora’s in-house competitor CBD brands are best-known for facial serums like Saint Jane, Prima, and Flora + Bast, Lord Jones is taking on an entirely different and largely unknown problem and solution in skincare: the acid mantle. So what exactly is it?
“Most people don’t know what the acid mantle is. It’s a protective barrier produced by healthy skin that serves as a primary defense between our face and the world,” explained Capobianco. “Over-cleansing, over-exfoliation and harsh acids have become trendy, but throw the acid mantle out of balance making skin susceptible to irritation and future damage.”
Inside each 1.7-ounce glass jar, a thick, creamy formula is infused with 250 milligrams of full spectrum, hemp-derived CBD oil blended with a pH balanced formula featuring a five-ceramide complex (compounds similar to those naturally occurring in the skin), hyaluronic acid, sunflower seed oil and sustainably-sourced squalane (the natural skin hydrator our sebaceous glands make) that replenishes moisture for smooth, supple skin. A luxe, gold-plated spoon is also included to massage the moisturizer into the face. Lord Jones Whole Plant Formula Acid Mantle Repair CBD Moisturizer retails for $75.
“This is a formula that will change the way people think about skincare,” added Capobianco. “We wanted to take on the challenge of caring for an often overlooked part of your face.”
Lord Jones’ new moisturizer promises to rebalance and repair every skin type and it delivers. La Mer who?