The skincare brand betting on CBD beauty in the Middle EastPosted by On


Vivian Song, CNN

When mother-son entrepreneurs Yann Moujawaz and Juana Martini launch their skincare brand in the United Arab Emirates this winter, they will be the first to market CBD-based products to a region well-known for its zero-tolerance approach to drugs.

Though a few nuances exist — cosmetics made with hemp seed oil are legal in Dubai, for example — the possession of CBD-based products is still largely prohibited within the UAE. (Hemp seed oil does not contain CBD.)

With the approval of Dubaian authorities, however, Juana Skin’s product line will bring CBD — or cannabidiol, which is found in the stem, leaves and flowers of the hemp plant — to consumers in the Middle East in the form of brightening moisturizers, night creams, face oils and body butters. Unlike its psychoactive cousin THC, or tetrahydrocannabinol, CBD does not produce a high, and has been shown to help alleviate skin disorders like eczema, psoriasis, pruritus or itchy skin, and inflammation.

Moujawaz and Martini could have taken the easy route and built their brand in markets where CBD-based beauty lines are already well established. According to a recent report from Data Bridge Market Research, the global CBD skincare market was valued at $952.9 million in 2021 and is expected to reach $7.58 billion by 2029.

But Moujawaz says he wasn’t interested in serving consumers already spoiled for choice. He wanted to blaze a trail and bring CBD’s health benefits to a…

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