Happy Dance: Kristen Bell Expands Vegan Skincare Brand At All Ulta Beauty Stores

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Already available on the beauty retail giant Ulta Beauty’s website as well as 100 physical stores across the U.S.,’Gossip Girl’ and ‘Frozen’ star Kristen Bell is all set to expand her vegan skincare brand, Happy Dance that features CBD-infused products, at over 500 stores of beauty retail giant Ulta Beauty across the country.

Back in October of last year, Kristen Bell in collaboration with Lord Jones, a leading U.S.-based CBD products brand, launched her brand, Happy Dance, via DTC sales.

Both brands are owned by Canadian cannabis company Cronos Group and Happy Dance consists of CBD-infused products like a bath bomb, body butter, and an ‘all-purpose coconut melt’.

Just recently, Bell launched her brand online on Ulta Beauty’s website as well as at 100 Ulta stores. Now she is all set to expand her brand at the all 500 of the beauty giant’s U.S. stores.

CBD stands for cannabidiol, one of the compounds found naturally in hemp plants, and unlike some of the other compounds, like THC, Bell mentioned that CBD is not intoxicating, meaning it will not get you high.

One study found that despite having no psychotropic effects, CBD can stimulate endo-cannabinoid system, which helps maintain our body’s natural physical and chemical balance, a state known as homeostasis. This could also help our muscles recover as it has anti-inflammatory and antioxidant properties.

Bell discovered the qualities of CBD a few years ago, when her hairstylist used a Lord Jones cream on her shoulders after a haircut. Though CBD became a part of Bell’s life, she found that its usefulness was yet unexplored in the market and that’s how Happy Dance was born.

In an interview with Forbes, Bell said that she contacted Lord Jones and just asked them if they could create a product together that demystifies CBD. “I didn’t want to play into the stoner trope or feel too clinical but that feels cheeky and a little more me, and at a price point that can be more accessible. I really wanted to allow people who had not used it before or who had not been exposed to it the accessibility, and in any of my entrepreneurial ventures, that’s always been the priority.”

The brand’s products feature CBD from full-spectrum hemp extract, meaning that the extract features elements of the whole plant such as terpenes and rare cannabinoids, in its addition to CBD and a full-spectrum hemp extract can also contain less than 0.3% THC, which is the legal limit of what will not get you high.

I contacted Lord Jones and just asked them if we could create a product together that demystifies CBD. I didn’t want to play into the stoner trope or feel too clinical but that feels cheeky and a little more me, and at a price point that can be more accessible. I really wanted to allow people who had not used it before or who had not been exposed to it the accessibility, and in any of my entrepreneurial ventures, that’s always been the priority

Kristen Bell, Owner of Happy Dance

According to 2020 data from Surfside, a provider of advertising and data solutions focused on the cannabis industry, women make up 59% of CBD consumers. 

Bell has been vocal about some of the benefits she has experienced in her own life using CBD, for instance, taking a bath with the CBD bath bomb makes her feel a calm sense of wellbeing. She also uses the coconut oil on her temples and cuticles, which helps her feel at peace, especially when she is in ‘mom’ mode.

Bell said that the partnership with Ulta will help the brand reach more people. “Accessibility means two things. It means a price point that you can afford, but it also means availability on a shelf where you can purchase it at a store near you. So, the partnership with Ulta is what makes that dream a reality.”

Happy Dance will donate some of the proceeds to the New Way of Life Reentry Project, which helps women rebuild their lives after prison, and also look to help communities that have disproportionally been affected by marijuana-related offenses. “It was not lost on me that the BIPOC community has been adversely affected for marijuana-based crimes throughout history. And, because CBD is pulled from the same strand of the hemp plant, we thought it was the perfect chance to donate 1% of profits back to this amazing organization.”

Several celebrities are recognizing the importance of sustainable products and are launching vegan product lines in the market. For instance, actress, activist, and entrepreneur Jada Pinkett Smith recently debuted Hey Humans, a vegan, gender-neutral, and 99% plastic-free beauty care line, and Aquaman’ and Game of Thrones actor Jason Momoa unveiled a sustainable vegan shoe line that incorporates upcycled and biodegradable materials in its footwear.

Bollywood & Hollywood superstar Priyanka Chopra Jonas founded a new vegan haircare line, Anomaly that is not only free of parabens and sulfates but also comes in 100% recyclable packaging, and singer-songwriter and actress Selena Gomez also launched her vegan makeup brand Rare Beauty last September.

Aside from shoes and beauty, celebrities are also developing vegan F&B products such as Cameron Diaz and Katherine Power’s new vegan wine brand and Kate Hudson’s new range of plant-based nutrition supplements

Happy Dance products are available to buy on Ulta’s website and select stores, with prices starting from US$15.


Lead image courtesy of Happy Dance’s Facebook page.


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