When it comes to creating a beauty brand, Saint Jane was far from Casey Georgeson’s first rodeo. As the former senior director of marketing and creative at Sephora, she was the person developing brands alongside founders from the ground up—from Marc Jacobs Beauty to Disney. In fact, she’s helped develop over 10 brands and many more seasonal collections.
It turns out that breaking out on your own to launch a CBD skincare brand is a whole different beast, though. “Finding labs who would work with a CBD beauty company and ensuring that our formulas turned out as luxe and effective as I imagined was incredibly difficult,” says Georgeson. But difficulties be damned, Saint Jane was eventually born—a vision of a holistic wellness brand as much as a line of clean CBD products.
“Clean” being the operative word. It fact, it was when she gave birth to one of her daughters who was dramatically under-weight—and a doctor suggested it may have been due to exposure to traditional nail polish and perfumes—that Georgeson decided that “clean beauty was non-negotiable.”
Miss Grass: How did you discover CBD?
Casey Georgeson: I've always experimented with every product under the sun, layering, blending and mixing. In 2017, when I learned about CBD as an ingredient for skincare, I was intrigued. It’s not often that an ingredient emerges with as much promise as this one. I was reading an article about CBD as “nature’s Xanax meets Advil” and the next day I walked into a San Francisco dispensary and asked for all of the products with CBD for topical use.
I dove deep with budtenders, doctors, scientists, growers, extractors, lawyers, and experts to see if the hype was real. What I found was that CBD has extraordinary benefits for skin and the way it was being marketed wasn't doing its wellness potential justice. I see CBD as more of a vitamin than a controlled substance. It truly is all about inspiring self-care, a ritual that deserves to be elevated.
MG: What’s your experience of using CBD beauty and skincare products on your skin?
CG: The first thing I noticed when experimenting with CBD on my face was how much smoother my skin felt and how much healthier it felt overall. CBD has more vitamins and nutrients than vitamin C and E, so it soothes irritation, brightens and lightens sun spots better than all the hundreds of products I've tried … I have three young daughters, so relaxation isn’t a daily occurrence and my skin can take a toll.
For me, using CBD topically feels like I’ve just had an amazing massage. I feel passionately that between the antioxidants and the detoxifying benefits, CBD is one of the most exciting skincare ingredients of our time.
MG: Was SAINT JANE an idea that had been brewing for a while, or did lightning suddenly strike one day?
CG: When I learned about CBD and the promising benefits for inflammation in the skin, it really felt as if lightning was striking. The most important thing for me with this brand is knowing that it will make a difference for people who use it … With Saint Jane, I knew that if I could help blaze a trail in this new industry and create a company that is fully dedicated to women helping women through wellness, it would be worthwhile. The beauty industry can be pretty cut throat and I wanted to do things differently…to inspire women.