With Constellation Brands, the parent company of Corona beer and Robert Mondavi wine, Molson Coors, Scotts Miracle-Gro, biotech company Ginko Bioworks, GW Pharmaceuticals, and Coca-Cola all getting into some facet of the cannabis industry, or at least reportedly thinking about it, the mainstream brands entering the burgeoning market keep growing. Now, we can add Estée Lauder to the ever-expanding list of establishment corporations getting into the cannabis industry, taking advantage of the booming CBD market, as Forbes reports:

Estée Lauder is seemingly attempting to crush the competition and pull an environmentally friendly bait-and-switch once again via Origins. With the launch of the “Hello, Calm” mask, available exclusively at Sephora.com today, Origins’ attempt to capitalize on the buzz of cannabis culture-based beauty ideals is as similarly aggressive as trying to capitalize on all-natural, organic “new age” beauty concepts 21 years prior.

According to Glossy, Hello, Calm represents Origins first foray into the cannabis beauty arena. Meanwhile, the Body Shop’s hemp face products and kitschy green “dope on a rope” soap in the shape of a pot leaf have been available for years.

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Origins claims that cannabis sativa seed oil is filled with nourishing benefits to help condition the skin via the seed oil’s rich fatty acids. They also claim it calms and soothes skin while protecting its barrier from irritants. Ingredient linoleic acid is included for its barrier boosting properties because a strong skin barrier is important to help protect the skin from stressors, such as irritation and dehydration.Omega-3 and Omega-6 essential fatty acids are also included as anti-irritants.

Estée Lauder’s entry into the CBD market just further demonstrates the mainstreaming of cannabis and we can expect more companies to jump into the fray as Canada’s commercial system goes online on October 17th, more states pass various legalization measures this November, and more nations around the world improve their cannabis laws. The beauty giant’s involvement also further demonstrates the versatility of the cannabis plant, and thus the expansive nature of the industry.

There are a multitude of uses for cannabis, providing so many avenues to work in the industry, and each cannabis product opens up more ancillary businesses that are intertwined with the market. Each business then adds to the political and cultural battle to finally end cannabis prohibition across the U.S. and throughout the world, legalizing more freedom, and creating jobs and revenue at the same time.

Learn about the latest about the CBD and cannabis industry at the upcoming International Cannabis Business Conference this September 27th-28th in beautiful Portland, Oregon. Don’t miss the opportunity to network with top investors and entrepreneurs from around the globe, get your tickets today.