Kush Queen, the cannabis company behind nourishing CBD bath bombs and other wellness products, is launching a new makeup line called Kingdm. The first product to hit virtual shelves is its primer, Foto Blur, which contains 250 milligrams of CBD.
As cannabis legalization spreads, interest is growing in more than THC, the cannabinoid that gets you high. In fact, CBD is in the spotlight. It’s found in beverages, vaporizers, any food you can imagine, skin care, and is establishing itself as a luxury item. While more research is needed, so far studies and anecdotal evidence suggest that CBD can treat anxiety, pain, insomnia, and acts as an anti-inflammatory. These properties lend well to skin care, which, according to Kush Queen CEO and founder Olivia Alexander, is why the first product in the line is a primer.
A 2014 study found that CBD helps with inflammation, and given that it’s one of the main ingredients in Foto Blur, for those of us who deal with inflammation of the skin, this primer could be a winner. It comes in a minimalist black bottle and houses ingredients like butylene blycol, decyl glucoside, and squalane (in addition to CBD, of course). Like traditional primers, it’s meant to be applied after skin-care products but before makeup. It smoothly glides over the face, creating a canvas for makeup, without feeling heavy or leaving residue. After application, my skin felt softer, less uneven, and helped my foundation go on easer and stay in place for longer, which was exciting.
Foro Blur is just the first of several makeup launches from Kingdm. According to Alexander, a setting spray is set to launch on October 1, a foundation on November 1 (which will be available in 20 shades), and an eye shadow palette is currently under development. Everything is formulated and made in Los Angeles.
Versions of the CBD-only products will be available online for everyone to buy, however, Kush Queen is also working on a version which contains THC to be sold in dispensaries in legal states. While the CBD products are non-psychoactive, Alexander says THC varieties in the legal states can get you high.
“Especially the foundation, it really does get you high,” she tells Allure. “That’s really what I’m most excited about, not only the creation of a beauty product inside a dispensary but seeing how far we can push this boundary of experimental beauty.” Putting on makeup can already feel like a power move; imagine applying foundation that gets you stoned.
Since CBD is so trendy, it’s everywhere and in everything — even if it’s not a beneficial use of the cannabinoid. Alexander says that primers, setting sprays, and foundations, are not always the best-selling makeup products, but since they go directly on your skin, which absorbs the CBD, they make sense. Other products, such as a lipstick and eye shadow, are still being researched to figure out how to create an effective method to incorporate CBD that will also be practical.
“I don’t want people to think that we woke up and were like, ‘Let’s put CBD in everything!’ Because it just doesn’t always make sense,” Alexander says. “We can look at makeup not just as a way to make us feel better, but as products that are working for you while you wear them.”
While CBD can work, due to lack of regulation and hype, the cannabinoid runs the risk of coming off as a phony if customers buy a product that doesn’t need the ingredient but is filled with low-grade cannabinoids anyway, and as a result, write it off and miss out on the real benefits. It’s refreshing to see a beauty brand take its time in efforts to make a good product rather than rush to make one that sells but doesn’t deliver.