Gwyneth Paltrow’s all-rounded lifestyle brand, In Goop Health, is collaborating with the largest US-based marijuana company, MedMen.
The team will be unveiling a specially curated Goop wall at the In-Goop Health’s newest boutique location on Abbot Kinney Boulevard in Venice.
Daniel Yi, MedMen’s SVP of Corporate Communications, described the collaboration as the “perfect partnership.”
“Historically speaking the industry has been male-dominated on both the consumer and business side, so it just makes sense.”
He added: “For Goop to be proactive in partnering with a cannabis brand—it only helps in eliminating the stigma. It’s a milestone.”
MedMen has recently been listed on the Canadian Securities Exchange (SEC) with a valuation of $1.65 billion.
The company’s mission is to make marijuana mainstream, remove the stigma that is attached and raise awareness of cannabis wellness qualities.
“The way we talk about the plant as a product is not about getting high. It’s about a lifestyle and incorporating it into a wellness regime. It’s about giving people a healthier option and educating them.”
The Goop stamp of approval has been placed on the MedMen products like Beboe’s Inspired Sativa Blend Vaporizer Pen, and the Goop Lab is scheduled to stock the same products by the end of summer.
Ashley Lewis, the overseer of Goop’s development of self-branded products, worked alongside the team from MedMen to create the new Goop wall.
She said their dispensary was fascinating:
“It’s a fascinating space and being a part of it complements our mission to bring women the best in self-care and wellness.”
Goop’s executive beauty editor, Jean Godfrey-June, believes that the health and aesthetic benefits of CBD are noticeably effective.
She also acknowledges that this is just the start of the In Goop Health’s future.
“Taking down stress is a big CBD claim, and certainly, a less-stressed person is more attractive than a super-stressed one. Feeling better definitely translates to looking better in most cases, so CBD’s calming, analgesic properties have serious beauty and wellness potential.”