According to the firm’s co-founder Fran Power, the adoption rate of hemp-based products in the country has shown “significant growth” in recent years.
“Hemp-based products are integral to the wellness movement, offering multifaceted benefits that resonate with health-conscious consumers, as more Australians look for natural, plant-based and non-toxic alternatives.
“Hemp seeds and oils are packed with essential nutrients that support overall well-being. In particular, hemp seed oil’s moisturising properties fit well into skin care needs for healthy, radiant skin. CBD-infused hemp products also offer potential stress relief, catering to the growing demand for relaxation aids in wellness routines,” Power told CosmeticsDesign-Asia.
In addition, CBD’s anti-inflammatory properties make hemp products popular for managing pain, especially among active individuals.
“The benefits of hemp products holistically address physical, mental, and emotional well-being, leading to the higher acceptance and demand.”
Another growth driver cited by Power is the legalisation of hemp foods in Australia in 2017, which marked a significant turning point.
This regulatory shift is said to have opened up new markets and made it easier for consumers to access hemp-based products.
At the same time, the variety of hemp-based products available has expanded considerably, from skin care to personal care and clothing. This diversification meets different consumer needs and preferences, contributing to a broader take-up rate.
With growing environmental consciousness, consumers are more inclined to support sustainable products. Hemp, known to be a lower-impact crop, appeals to this demographic.
“Word-of-mouth and positive reviews from early adopters have played a crucial role in influencing new consumers. As more people share their positive experiences with hemp products, it encourages others to try them as well,” Power added.
Efforts in raising awareness
Although consumers are increasingly knowledgeable about the health benefits and sustainability of hemp-based products, Hemp Co Australia recognised that there is still a lack of awareness about what hemp is, and its benefits for skin care and in general.
“Many consumers confuse hemp with marijuana or are simply unaware of its powerful skin-nourishing properties. By providing clear, accurate information, we aim to dispel myths and highlight the unique advantages of our hemp-based skin care products.”
As part of its efforts to raise public awareness, the company is engaged in various initiatives, including content creation, influencer partnerships, and workshops.
“We regularly publish blogs, articles, and social media posts that explain the benefits of hemp for skin health, such as its moisturising and anti-inflammatory properties. Additionally, we collaborate with skin care influencers and experts to spread the word and share positive experiences with our products.
“To provide firsthand information and answer any questions consumers might have, we also host educational workshops, and participate in skin care and wellness events.”
Poised for expansion
Hemp Co Australia’s products are primarily sold through its online platform, which offers worldwide shipping.
While its best-selling product used to be the Avocado and Hemp Clay Mask, it now sees Calming Cream taking the lead in popularity.
“The mask became a favourite due to its ability to deeply cleanse, heal, and revitalise the skin to achieve a radiant complexion. The rise of Calming Cream is attributed to its effectiveness in soothing and managing eczema symptoms. Its gentle formula provides relief from itching and irritation, making it a go-to solution for those with sensitive skin.
“Both products are formulated with natural, high-quality ingredients that appeal to consumers looking for safe and effective skin care options. Positive testimonials and word-of-mouth recommendations have played a significant role in boosting their popularity,” said Power.
Going forward, the firm is seeking opportunities to penetrate new Asian markets through strategic partnerships with wholesale companies.
“We look to collaborate with like-minded partners to enhance our distribution networks, amplify brand visibility, and drive mutual growth.”
Beyond skin care, Hemp Co Australia is continuously investing in innovation and research to explore new applications and benefits of hemp across different categories.
“We see potential in developing hemp-based products in various sectors, including food, medicine, bedding, and more, thus diversification of product lines is definitely on the horizon.
“Aligning with the rising demand for environmentally conscious products, we will also prioritise sustainable practices, such as eco-friendly production methods and packaging.”