Endoca - Quite naturally trendy

What we put on our faces and bodies should be just as important as what we put in it, making it essential to find good-quality products with the best ingredients. More than nearly any other fast-moving consumer goods (FMCG) sector, the beauty industry is guided by trends. And with beauty trends rapidly changing, it can be difficult to know whether or not to buy into the next 'super ingredient'. With CBD beauty products receiving much exposure lately, it is important to look into why this natural super ingredient actually lives up to the hype.

Anti-ageing properties

A good anti-ageing cream is often considered the holy grail of beauty products, as it should help rejuvenate, moisturise and refresh skin.

Studies have shown that CBD is a powerful antioxidant, allowing it to regenerate and prevent damage to our skin. Antioxidants are innately involved in the prevention of cellular damage, which includes ageing. They work by interacting with free radicals - atoms that come from harmful substances like smoke and pollution - and stopping them from negatively affecting skin cells. Hemp is also crammed full of goodness, naturally containing antioxidant vitamins A, C and E, all of which are skin superstars as well. Vitamin A, otherwise known as retinol, aids the growth of healthy skin, and vitamin E is a powerful moisturising agent.

Anti-acne

Acne can be caused by a number of different factors, but one major concern is thought to be the overproduction of oil by the sebaceous glands.

A study into the anti-inflammatory and antibacterial effects of CBD on acne has had promising results, indicating that using a CBD topical cream has the potential to be a therapeutic helper in the reduction of acne.

The omega-3 and omega-6 fatty acids that are thought to be found in the ideal proportion in CBD oil can help with oil regulation and have also thought to be effective in calming sebaceous glands. Having the right amount of fatty acids will help the body regulate oils properly rather than harsh chemicals that strip hair of natural oil, causing it to overproduce in an attempt to rebalance.

Pain relief

Another popular adaption of this versatile ingredient is to apply CBD in body lotion and bath salts. Not only will users benefit from the added moisturising effects that help with the dreaded post-burn skin peel, but a CBD-infused cream should also offer temporary pain relief.

Haircare uses

If you have been following the world of haircare recently, you will be aware of the move away from using oil-stripping chemicals like sulfates in shampoos that actually do more damage than good to our hair. With its high rates of the omega-3 and omega-6 fatty acids, hemp shampoos and conditioners have been a hit in the haircare industry. These natural oils are great for softening and smoothing hair and adding a natural shine.

Millennials as 'natural ingredient' drivers

While millennials are predicted to be the largest generation in the US market alone by 2019, there are other core reasons why this demographic is an interesting target group for natural beauty products. Mintel and Nelson surveys have revealed that these young adults tend to be far more experimental and adventurous when it comes to naturebased ingredients in their beauty and personal-care products. Surveys show that 25% of all millennial beauty consumers are more likely to look for products that have natural ingredients. More interesting is the fact that millennials comprise the key demographic cohort among whom the medicinal use of CBD oil is popular. The rising millennial population around the globe is an encouraging sign for the global CBD oil market as they form the largest demographic group that consumes CBD oil-based products.