By Alison McGill
Cannabidiol (CBD) is billed as the second most active ingredient in cannabis, and in the beauty world it has quickly become an essential ingredient in everything from facial oils to serums and moisturizers loved for its anti-inflammatory and analgesic attributes.
There’s a lot to unpack in the world of CBD and its role in wellness and beauty. First and foremost, let’s address the most common question: you will not get high using CBD oil-based products. For a proper schooling about CBD oil, we spoke to Shauna Levy, creator, and owner of the Canadian brand Madge and Mercer.
Levy shares she was inspired to create the line after her own journey with chronic pain and anxiety. “After seven years of doctors’ appointments, medications and treatments, cannabis was suggested as a treatment,” she explains. “Once I overcame my hesitation and found my suitable dosage (high CBD with a micro-dose of THC), and delivery format, my symptoms became manageable for the first time, and I regained control of my life. This experience, and an awareness that other women in my over 50-age group were experiencing similar challenges and needed effective, accessible solutions without side effects sparked the idea to create a brand to specifically address the wellness needs of women 40 and over.”
Below, Levy details why it’s an ingredient that you can expect to see much more of in the months and years ahead and how she’s working to debunk CBD untruths.
What are the health and beauty benefits of CBD?
“Research studies have shown that CBD oil is a powerful ingredient that can soothe conditions including chronic pain and inflammation, anxiety and stress, sleeplessness, loss of vitality and skin conditions including acne, rosacea and psoriasis, to name just a few,” Levy explains. “The research into the wide array of applications and benefits remain ongoing. When applied topically, your complexion can benefit from the skin-boosting benefits of CBD oil. The anti-inflammatory, anti-bacterial and calming properties function to heal damaged skin, reduce the appearance of redness, dryness and puffiness, and as one of the most powerful antioxidants around, it’s an extremely useful ingredient when it comes to fighting free radical damage and promoting youthful skin.”
What is your current lineup of CBD-based products?
“We launched Madge and Mercer with three items: MM 001 La Calma, a digestible lemongrass ginger CBD oil created with chef Ted Corrado; MM 002 El Alveio Menta, a disposable CBD vape pen; and MM 004 Émollient a meadowfoam seed CBD oil facial serum developed with dermatologist and allergy specialist Dr. Sandy Skotnicki. All products are custom-formulated using high CBD oil with a micro-dose of THC and clean, plant-based ingredients to mask the taste and smell of cannabis. All three contain a minimal amount of functional ingredients to deliver all the benefits of cannabis without unnecessary excess. To ensure the benefits are maximized in our offerings, we include a micro amount of THC as well as natural botanical terpenes (the flavours and aromas found in the cannabis plant) to activate the CBD by harnessing the natural power and synergy that exists between the different components of cannabis to create the ‘entourage effect.’ If you are a beginner, I recommend 001 La Calma as great product to start with.”
How are you working to debunk CBD untruths?
“A stubborn stigma around cannabis still remains, however it’s only been legal in Canada for three years so it’s also understandable. From the inception of the brand, I decided cannabis education had to be a cornerstone, which is why we launched Madge Love, our blog and community platform. Madge Love is a destination for reliable, accessible information about cannabis and wellness where we address questions and misconceptions surrounding cannabis.”
What can we expect to see in the future with CBD focused beauty and wellness?
“Recent estimates suggest that the global CBD market could more than double from what it currently is by 2028. I believe we will see an increasing amount of experimentation with adaptogens, and other functional plant-based ingredients to promote holistic health for the mind, body and soul.”