The latest foray into feeling good for Gwyneth Paltrow’s multifaceted lifestyle brand is its greenest yet: cannabis. Following a sold-out third installment of the In Goop Health wellness summit at 3Labs in Culver City, the clean-living company has teamed up with marijuana dispensary chain MedMen to unveil a specially curated Goop wall at its newest recreational boutique on Abbot Kinney Boulevard in Venice.
Now with eight locations in California along with stores in Nevada and New York—including an Apple store-esque flagship on Fifth Avenue—MedMen has emerged as the largest U.S.-based company in the cannabis industry since its medicinal start in 2010 (it was recently listed on the Canadian Securities Exchange with a valuation of $1.65 billion).
MedMen’s SVP of Corporate Communications Daniel Yi says of the official collaboration, “It is a perfect partnership for us. Historically speaking the industry has been male dominated on both the consumer and business side, so it just makes sense. For Goop to be proactive in partnering with a cannabis brand—it only helps in elevating the stigma. It’s a milestone.”
In line with the company’s mission of “mainstreaming marijuana” to shed the stoner stereotype and raising awareness about cannabis as a wellness supplement, Yi adds that, “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.”
By: Katie Shapiro, Forbes