Not long ago, cannabis was confined to the fringes - used discreetly, criminalised aggressively, and misunderstood by the mainstream. Fast forward to 2025, and cannabinoids are making their way into bathroom cabinets, gym bags, and beauty regimens across the globe. The plant, once associated with counterculture, is now repackaged and embraced as a pillar of holistic health.
The global wellness industry is expected to reach a staggering $7 trillion by 2025, according to the Global Wellness Institute. Cannabis, particularly non-psychoactive compounds like CBD, CBG, and even rare cannabinoids such as THCV, is emerging as one of the fastest-growing sub-sectors.
But is this green gold all it promises to be? As both a journalist and a consumer of cannabis wellness products, I’ve watched the trend up close. In this article, we explore what’s real, what’s overhyped, and what’s coming next.
The Normalisation of Cannabis in Wellness
Walk into a high-end wellness boutique in London, Toronto, or Berlin, and you’ll likely spot CBD-infused bath salts, face serums, or adaptogenic tinctures. Cannabis has crossed over from medicine cabinet to luxury product - and it’s done so with remarkable speed.
Public attitudes have shifted, driven largely by legalisation milestones. Canada fully legalised recreational cannabis in 2018. In the U.S., 24 states have now legalised it for adult use, while many more permit medical cannabis. Across Europe, countries like Germany and Switzerland are establishing regulated medical and wellness markets.
“I started using CBD oil to manage my anxiety during lockdown,” says Jasmine M., a 38-year-old yoga instructor in London. “Now I take a CBG-CBD blend daily - it helps with focus and muscle recovery. And it feels natural.”
These products are often marketed as plant-based alternatives to pharmaceuticals. A 2024 survey by Brightfield Group found that 61% of CBD users view it as a replacement for over-the-counter pain relievers or sleep aids.
The Rise of the Cannabinoid Spectrum
While CBD dominates headlines, it’s only the tip of the iceberg. There are over 100 known cannabinoids in the cannabis plant, each with unique potential therapeutic properties.
- CBG (Cannabigerol): Known for its antibacterial and anti-inflammatory effects, it’s gaining attention for gut health.
- CBN (Cannabinol): Mildly sedative, often used in sleep formulas.
- THCV (Tetrahydrocannabivarin): Investigated for its appetite-suppressing and metabolic effects.
- CBC (Cannabichromene): Believed to have mood-elevating and pain-relieving properties.
A growing body of preclinical research supports the entourage effect - the theory that cannabinoids and terpenes work better together than in isolation. However, most studies are still in early phases, often conducted on animals or in vitro.
According to a 2023 study in Frontiers in Pharmacology, CBG showed potential in reducing inflammation in patients with IBS and Crohn’s disease, but human trials remain limited.
“We’re just scratching the surface of what these compounds can do,” says Dr. Anjali Rao, a cannabinoid researcher at the University of Amsterdam. “CBD was the first domino to fall. Now the whole plant is opening up.”
The Patchwork Problem
Despite its popularity, cannabis wellness operates in a regulatory minefield.
In the European Union, CBD is considered a "novel food", meaning products must undergo strict safety assessments. In the U.S., the FDA has approved only one cannabis-derived drug (Epidiolex) and has issued warnings to companies for making unproven health claims.
In Japan, zero-tolerance laws criminalise even trace amounts of THC, while Thailand has controversially liberalised cannabis laws to encourage wellness tourism - though recent backlash may reverse that progress.
For global companies, this is a nightmare.
“We have to create multiple formulations depending on the country,” says Emma Rodriguez, founder of Berlin-based CBD brand Kaya Elements. “0.2% THC is allowed in the EU, but that’s a no-go in Japan or the Middle East.”
Even within the same country, laws can vary drastically. In the U.S., a hemp-derived CBD product can be legal at the federal level but restricted in individual states.
Wellness or Wishful Thinking
With the explosion of cannabis-based products comes a flood of unregulated claims. A quick online search will bring up CBD marketed as a cure for everything from insomnia to cancer - despite a lack of clinical evidence.
According to the FDA, many products on the market are “misbranded” or “adulterated.” A 2022 study published in JAMA found that nearly 60% of CBD products sold online were inaccurately labeled - some had significantly more or less CBD than advertised, and some contained illegal amounts of THC.
So what should consumers look for?
- Third-party lab tests: Any reputable brand should publish lab results.
- Clear dosage information: Ambiguous labels like “500 mg per bottle” aren’t enough.
- Full-spectrum vs. isolate: Understanding the difference matters.
“There’s real potential here,” says Dr. Lisa Nguyen, a pharmacologist who studies cannabinoid interactions. “But the lack of regulation puts the burden on consumers to do their homework.”
The New Wellness Paradigm
The next chapter of cannabis in wellness may go far beyond oils and gummies.
- Longevity science is exploring how cannabinoids impact inflammation and oxidative stress - two key markers of aging.
- Mental health tech startups are combining low-dose cannabinoids with AI-guided therapy.
- Biotech firms are developing synthetic cannabinoids that mimic or enhance natural compounds.
Meanwhile, luxury brands are also buying in. In 2024, Estée Lauder launched a CBD- and adaptogen-based skincare line, citing increased consumer demand for anti-stress products.
Big Pharma isn’t far behind. GW Pharmaceuticals (now part of Jazz Pharma) is expanding research into rare cannabinoids for epilepsy and MS.
“This is no longer about weed culture,” says Michael Lee, an analyst at Global Wellness Index. “It’s about biohacking, ageing, sleep optimisation - cannabis fits into all of that.”
What Comes Next for Cannabis and Wellness
Cannabis is no longer an outlaw plant - it’s a global wellness commodity. But while the green gold rush continues, it comes with caveats: regulatory confusion, inconsistent product quality, and a gap between hype and science.
Still, for millions of consumers, including myself, cannabis-derived products offer something traditional medicine often doesn't: a sense of balance, calm, and control over one’s health.
In that landscape, responsible players like Herbies Seeds - who promote both education and quality access - help ensure that this growing wellness revolution remains grounded in transparency, efficacy, and trust.
As long as we stay informed and vigilant, the future of cannabis in wellness looks not just promising - but essential.
