On Wednesday The View co-host announced her partnership with Maya Elisabeth, one of the cannabis industry’s most influential business leaders. The company, Maya & Whoopi, plans to offer topical rubs, cannabis edible, tinctures, and a THC-infused bath soak.
“I want to go nice and slow with this,” Goldberg told USA TODAY. “I don’t want this to be a joke to people. It’s not a joke to women.”
Many women, yours truly included, would agree with Goldberg, saying that PMS can be painful and distracting. According to a 2012 study, 84.1% of women reported menstrual pain, and one in four women experienced pain so severe that it demanded absenteeism from study or social activities.
Goldberg has been open about her own marijuana use, saying that smoking pot or drinking marijuana-infused tea has helped her control her own cramps and pains. And while there is little scientific research available about the benefits of medical marijuana use (mostly because the federal government has restricted it), Elisabeth and Goldberg are passionate about creating a line of products specifically for women and PMS.
The two women originally took the idea to a couple of industry experts to see if there was a market for cramps, but were told no, as it was seen as a niche. Their response made Goldberg laugh. She tells Vanity Fair:
“Hey, this niche is half the population on the earth. This seems to be people flippantly blowing you off, which is what you get whenever you start talking about cramps. They weren’t thinking how do you target this? I have grown granddaughters who have severe cramps, so I said this is what I want to work on.”
Even if you want to call the female population a “niche,” Goldberg and Elisabeth are confident that it’s ripe for success. After all, women have been herbal healers for generations. Even England’s Queen Victoria is believed to have used a similar cannabis-based tincture to relieve her own cramps.
Due to a plethora of state medical marijuana laws and a federal ban on the substance, the products will be launched solely in California. As of right now, only medical marijuana is legal in the state, meaning interested users would need to possess a card in order to purchase any of the products. But all of that might change come election season.
From USA TODAY:
California voters this fall are widely expected to pass a ballot measure legalizing recreational marijuana. In many cases, medical and recreational products are identical; the only difference is whether a user needs a doctor’s recommendation.
California lawmakers this summer approved series of measures formalizing the state’s medical marijuana system. Those measures lay the groundwork for a legal recreational system, and could potentially give anyone offering medical marijuana products a leg up in selling recreational products if they’re legalized this fall.
The line is scheduled to be available in April. Until then, many women will be crossing the days off the calendar and counting their blessings.
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