In 2018, following the Farm Bill, hemp was legalized, allowing brands to create products with CBD and create they did. At the time, a slew of brands and retailers popped up with missions focused entirely around the ingredient. However, with brands now dissolving or pivoting, hesitant retailers and customer confusion, CBD has lost its luster, but experts say it could have a reawakening.
Alongside increasing competition and consumer confusion, CBD products were also incredibly hard to sell. Every state had its own regulations, and major payment processing platforms could not process payments. This strategy has also been helpful for the brand, as retailers have grown hesitant on the category again. Some, like Goop, have rejected the ingredient altogether, sources said.
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