before it was obvious

Perspective | cannabis cosmetics, 2016
Independent exploration | category + product opportunity

What happens when something sitting at the edge of culture begins moving toward the center?

In early 2016, rapidly changing attitudes toward cannabis suggested an opportunity beyond the categories already forming around it. I explored what might happen if cannabis entered beauty not as novelty, but as a premium skincare ingredient.

The investigation moved from cultural signal and competitive landscape through product form, positioning and a proposed launch assortment. The recommendation was simple: move quickly, make it beautiful and resist the obvious codes of the category.

Sometimes the opportunity appears before the category does.

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