CBD might still be in pre-party phase, but influencer Amanda Steele sees its potential
There’s something mythical surrounding social media stars. Is it their devoted base of followers? Their ability to talk about their lives in ways that actually interest other people? The fact that they succeeded in a realm where there are millions of voices competing for attention?
Perhaps the same can be said of successful beauty products, which also require a kind of cult fandom to succeed in a market saturated with face masks, scrubs and jade rollers (whatever those do).
Thus, there may be a natural kinship between influencers like Amanda Steele (@amandasteele on Instagram) and beauty brands like Glowdust, which are trying to cut a path in the market.
“A few months back, my friend introduced me to Glowdust, which is centered around [sic] being confident in your own skin,” Steele explained. “I loved the message behind the brand and wanted to endorse empowering everyone to have the confidence to glow in their natural skin. I also wanted to align with a brand that fits my lifestyle.”
Glowdust uses cannabidio (commonly known as CBD) in its face masks — 28 mg, to be exact. CBD has become one of the trendiest ingredients in beauty, and Steele feels that she can tell why.
“I have tried a handful of CBD products but have never aligned with any like Glowdust,” she said. “CBD has so many benefits, especially when it comes to skincare.”
The brand advertises that its two-mask set creates “tightening and brightening” with its Pre-Party formula and “pH-balancing ingredients” in its After-Party formula. In a company release, Glowdust reported that CBD is used to soothe skin, help with inflammation and reduce redness.
The U.S. Food and Drug Administration (FDA) is clear that the only approved CBD product is one prescription drug used to treat rare, severe forms of epilepsy, and that the full effects of CBD have not yet been tested. The FDA also warns that the cumulative effects of CBD in cosmetics and other skin care products are unknown. Still, Steele believes the trend will continue to grow.
“I believe CBD will become even more used in beauty products,” she said, emphasizing that Glowdust in particular does “an amazing job” of educating people about CBD’s benefits.
Other ingredients in the masks are less controversial; the Pre-Party includes rosemary leaf extract, spilanthes acmella flower extract and aloe vera. The After-Party mask contains hyaluronic acid, hops extract, apple fruit extract and various vitamins. Steele’s endorsement is clear; with whatever ingredients are working, she sees results.
“I also wanted to align with a brand that fits my lifestyle,” Steele said. “I am frequently preparing for events and photoshoots, which makes the Glowdust pre-party mask my go-to while getting ready. Similarly, the after-party mask brings my skin back to life on the days I need to reset!”
The Los Angeles-based influencer is also the chief creative officer of her own fashion brand, Steele (@steele on Instagram), which she was able to build from her success on social media.
“I’ve always wanted to be a fashion designer since as long as I can remember,” she said. After learning how to sew from YouTube videos, “I became obsessed and then began making beauty and fashion videos of my own, at the age of 10!”
Her own videos were, in large part, what led to her own success.
“My Instagram following came with the connection I made with my YouTube subscribers,” Steele explained. “Over time, I started to gain followers from just my Instagram alone, but I have to credit the majority of my followers to the fact that my subscribers wanted to see more of me on a more casual platform.”
Moving forward, Steele will continue to preach the gospel of Glowdust to her 2.5 million followers with the hope that Glowdust fans will also find a similar joy in her own designs.
”I just hope to continue to do what I love and be able to help people out along the way,” she said.
