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Casey Georgeson .Sephora Launches Biggest CBD Skincare Launch with Saint Jane
As a new decade begins, the beauty industry’s enthusiasm for cannabis continues. CBD as a skincare ingredient has proven to be more than just the next big thing, thanks to conscious and clean beauty companies like Saint Jane, which will debut on January 10 in 281 Sephora stores across 22 states in the US.
This is the largest CBD launch the LVMH-owned multinational beauty retailer has ever backed, following its foray into cannabis skincare with the introduction of Lord Jones online and in-store (across 171 locations) in 2018. Saint Jane’s is also one of Sephora’s fastest-growing commercial successes, with its best-selling luxury beauty serum debuting just four months after the brand’s launch. Founder and CEO Casey Georgeson at Saint Jane’s headquarters in San Francisco – LAURI LEVENFELD Founder and CEO Casey Georgeson at Saint Jane’s headquarters in San Francisco – LAURI LEVENFELD
The travel size of Saint Jane’s Luxury Beauty Serum is exclusive to Sephora USA – COURTESY OF SAINT JANE
The Saint Jane brand was born on January 28, 2019, and as it approaches its first anniversary, the brand has already achieved what most beauty companies aim for in a lifetime. Clean beauty retailer Credo was the first outside retailer, with Sephora, Neiman Marcus, Saks Fifth Avenue, and Space NK following soon after. The patron saint of healing herself was born on the same date in the 1500s, and this is what Georgeson wanted to honor through her still 100% self-funded company.
“Saint Jane was a real person who specifically healed women that French society rejected—older, sick, or single mothers,” Georgeson explained. “And like this pioneering feminist, we have a healing-centered approach to beauty. It also has a double meaning for the innocent ‘Mary Jane’ side, as I always wanted CBD to be the hero ingredient.” “Georgeson views and treats CBD like a vitamin and categorizes it as a superhero ingredient for skincare alongside hyaluronic acid and vitamin C. She added, ‘It’s a molecule, not a miracle, and depending on what it’s combined with, it works even better. As the industry becomes more informed about cannabis, people are starting to see it as a supplement, a good ingredient for you rather than a psychoactive substance.’ She personally sources her hemp from Saint Jane’s on sustainable, women-owned farms and has each batch tested for potency and purity by a third-party lab partner. According to the brand, the Luxury Beauty Serum contains the highest concentration of CBD for a facial serum on the market (and at Sephora) with 500 milligrams in each bottle; the Luxury Body Serum contains 200 milligrams of CBD oil.”
Each soothing shade of Saint Jane Microdose Lip Gloss is enriched with 50 milligrams of CBD – COURTESY OF SAINT JANE
“We strive to provide customers with the trendiest and most sought-after products,” said Deily. “We have seen a strong desire for an assortment of prestige CBD offerings, and Saint Jane has been a pioneer in growing the space. With its focus on bringing CBD to the forefront as an effective ingredient in prestige skincare, Saint Jane is passionate about education and innovation in categories and ingredient exploration and is excited to introduce more of our community to this new independent brand.” As such, Saint Jane will be sold in-store on Sephora’s Indie Beauty Wall, a showcase for the most promising up-and-coming brands. As part of Saint Jane’s commitment to consumer education, outreach includes a video tutorial, written materials, and product samples for Sephora staff.
The Luxury Beauty Serum bottle itself looks and feels luxurious—think thick, matte black glass with a gold-plated brand badge—but it’s what’s inside that justifies the opulent packaging and hefty price tag (the regular size retails for $125!).
With customer testimonials ranging from regular use resulting in flawless skin to the elimination of cystic acne and relief from rosacea pain, Saint Jane has rightfully earned accolades from the Zoe Report (Best New Luxury Skincare Product of 2019), O, The Oprah Magazine (Best Body Product), Santé (Best Facial Oil), PopSugar (Most Innovative Product), and more. It has also cured chronic skin concerns for two leading beauty editors at Glamour and Refinery. The Saint Jane Microdose Lipstick Collection will launch later in 2020 – COURTESY OF SAINT JANE. The accolades and overwhelmingly positive customer feedback are now also validated by an official stamp of approval from medical cannabis pioneer Dr. June Chin, who was recently announced as the company’s Chief Medical Advisor as part of the Sephora expansion. A chronic pain survivor practicing in New York, Chin holds several degrees in nutrition and osteopathic medicine. Her personal experience led to the discovery of CBD, which she incorporates into her integrative approach to holistic patient care and the treatment of conditions such as epilepsy, cancer, and autism.
“Saint Jane is the most innovative CBD beauty company in the United States, with an impressive team developing cutting-edge products,” said Chin, a respected expert in the field who has been featured on the “Today Show,” in The New York Times, the Los Angeles Times, and elsewhere. “Since its inception, Saint Jane has brought significant transparency to the world of CBD beauty products. In this strategic role, my goal is to empower consumers to make more confident decisions with accurate and reliable information and to demystify CBD.” Georgeson added, “In all my years in the beauty industry, I have never seen an ingredient with this level of potential and performance in the world of skincare and wellness.”
During the first quarter of 2020, Georgeson plans to add Sephora-specific positions to her small team of 10 (she is also a mother of three young daughters) to help oversee day-to-day operations and communication with the stores. Saint Jane’s is also working on marketing additional exclusive products exclusively for Sephora, underscoring the company’s commitment to the retailer, its largest distribution point. In addition to Saint Jane’s Microdose Lip Gloss collection, a range of CBD-infused lipsticks will launch later this year.
is an Aspen-based freelance journalist known as “the world’s first marijuana style writer” for her work at The Cannabist, the award-winning online vertical of the Denver Post. Since its launch in 2014, she has written about the ever-evolving world of cannabis culture for numerous media outlets and pens “High Country,” a weekly cannabis column for The Aspen Times. Her insights into the industry have been featured in Adweek, The Business of Fashion, Bust, Complex, Cosmopolitan, Racked, Refinery29, and more. She holds a master’s degree in journalism from the University of Colorado at Boulder and produced the documentary “Rolling Papers,” which chronicles the historic first year of adult-use cannabis and premiered at SXSW in 2015.
