China Livestreaming Superhost, “Viya” Promotes CBD Facial Mask From C-Beauty Label “One Leaf”….. Sells 250K Units In 12 Hours !

Make sure you keep an eye on the Chinese CBD & hemp consumer product market !

Jing Daily reports

The CBD (Cannabidiol) beauty trend has yet to reach its full potential in China, which is now home to the world’s second-largest beauty market after the US.

Following the legalization of cannabis in North America and Europe, CBD-infused skincare has steadily become a global beauty trend over the past few years. Touted for its anti-inflammatory and immunity-restorative properties, Cannabidiol is now a star ingredient of the broader wellness beauty movement.

CBD’s rising popularity in the West has not missed the attention of trend-savvy Chinese consumers. On social media, CBD product shopping hauls are becoming a content staple for beauty and fashion bloggers. Off social media, daigous (China’s overseas personal shoppers) have been actively sourcing favored CBD beauty products to resell to homeland consumers who identify as sophisticated, international, and cosmopolitan.

Ever since China legalized the use of hemp leaf extract (containing CBD ingredients) in a 2015 cosmetics security law, the CBD beauty trend has flourished among the nation’s young consumer class. In 2019, there were 433 requests submitted to the China Food and Drug Administration to use Cannabis Sativa leaf extract as a product ingredient. In 2020, that number rose to 880.

In February, China’s livestreaming super host Viya promoted a CBD facial mask from the C-beauty label One Leaf during a sales session and repeatedly clarified that the ingredient had nothing to do with its addictive cannabis relative, THC (Tetrahydrocannabinol). Consequently, more than 25,000 facial masks sold out overnight.

Local DTC brand Simpcare was the first to launch a whole line of CBD-infused skincare products in 2019, further positioning the plant as an herbal, natural product. Another DTC label called 2XY tried to capture the attention of gender-fluid Gen Zers by launching gender-neutral, CBD-inspired skincare products. While China has historically taken a tough stance against anything drug-related, these brands have made CBD products more relatable to the local audience.


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