Five Emerging CBD Brands Generating Buzz In The Beauty Industry


Undefined Beauty isn’t defined by CBD or anything else, for that matter. The hot ingredient in isolate form is in its debut product, Indigo Rose Glow Elixir, but it’s certainly not the only ingredient in the formula, which boasts a wide array of botanicals, including neem, grape seed, moringa, argan, jojoba and rose hip. “You are getting more bang for your buck when you have CBD in the formula,” says Undefined Beauty founder Dorian Morris, a beauty industry veteran whose career has wound through Coty, Sundial Brands and Kendo Brands. “You have these ingredients that work well individually, but, when you pair them with CBD, you get pretty powerful results.” The lightweight oil has a rose scent, a differentiator on the CBD beauty scene in which many products smell like cannabis, and it’s not exorbitant. The product retails at $44 for a 50-ml. size and $64 for a 100-ml. size. “I feel very strongly about the democratization of beauty,” says Morris. “Although CBD as an ingredient is extremely expensive, I wanted to make sure from a price point standpoint is very accessible, so everyone has access to super efficacious formulas that don’t cost an arm and a leg.”

Beginning with Indigo Rose, which has an innovation pipeline primed with some seven additional stockkeeping units, Morris foresees Undefined Beauty as a series of collections and already has at least three in mind stretching from natural feminine care to complexion products. “Undefined is a lifestyle brand. It’s about being unapologetic, unfiltered and uncompromising, and about breaking rules and doing things differently, and each collection will bring that vision to life,” she says. Initially, the brand is concentrating on direct-to-consumer distribution. However, Morris would like to strategically place it in retailers such as Violet Grey, Credo, Follain and The Detox Market where beauty upstarts have thrived. Beyond product sales, Undefined Beauty will weave a social mission into its business model. “As the brand grows, job opportunities from it will grow, and I will be able to empower communities around clean, non-toxic ingredients,” says Morris. “It’s not just about money. It’s about how I am able to make an impact with the brand.”

Undefined Beauty