Gwyneth Paltrow’s Goop is Getting Into The Cannabis Game

This is the first partnership between a mainstream health and wellness brand and a cannabis company.

Goop owner gwyneth paltrow

Gwyneth Paltrow attends the In goop Health Summit at 3Labs on June 9, 2018 in Culver City, California. (Photo by Phillip Faraone/Getty Images for goop)

Gwyneth Paltrow’s amorphous lifestyle brand Goop is getting in on the cannabis game, in a new collaboration with dispensary chain MedMen, reports Forbes. MedMen’s Venice, California “recreational boutique” will now feature a special Goop wall, stocked with Goop-curated products that may or may not include their infamous vaginal jade egg.

The collaboration is significant, in that it is the first partnership between a very visible, mainstream health and wellness brand and a cannabis company. MedMen is currently one of the biggest U.S. cannabis companies—Forbes reports their value on the Canadian Securities Exchange as $1.65 billion—and Goop continues to grow. Their annual wellness summit, “In Goop Health,” where they announced the partnership, was sold out for the third year in a row. MedMen currently has 8 stores in California, as well as stores in Nevada and a flashy flagship on New York City’s Fifth Avenue.

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Medmen on Fifth Avenue, NYC (Photo courtesy of Medmen via Facebook)

Daniel Yi, MedMen’s senior vice president of communications, told Forbes that the wellness company’s vibe was very much in keeping with MedMen’s focus on mainstreaming cannabis. And, interestingly, with making cannabis more appealing to women.

“It is a perfect partnership for us,” he said. “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 eliminating the stigma. It’s a milestone.”

While this is great news for people whose lives have been changed by “steam douching,” not everyone is thrilled with the type of advice Goop gives out.

With plenty of critics casting doubt on medical cannabis as pseudoscience, bringing a company commonly accused of dealing in pseudoscience seems like a pretty a bold move. But hey, cannabis is cool now. Bring on the big names.