The New Normal

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Hemp. It’s everywhere.

The hemp-derived CBD market was already worth $390 million in 2018 and that number is expected to triple by 2022.

And yet the conversation around all things hemp tends to vary WILDLY from person to person and place to place.

Most commonly, I hear people asking, “Why would people smoke (or ingest) hemp if they can just smoke pot?”

For some of us, the answer is, well, because in many places, marijuana is still illegal. For others of us (like me), I want the health benefits the plant has to offer without any mind-altering effects.

To be clear, cannabis without THC — or at least with super low levels (hemp) — is most commonly grown for CBD. Cannabis with noticeable levels of THC — the kind that makes you feel something — ALSO contains CBD. Both the cannabis plants with and without high levels of THC contain tons of good stuff. So many good things that companies are making boo-koo bux selling tinctures, salves, lotions, vapes, supplements, etc. etc. and the cosmetics industries are hopping on, too.

The things we put on our bodies don’t just stay on the outside. Lotions, salves, makeups — they’re all absorbed through your skin, so it makes sense that adding something like CBD to these products might offer subtle yet important added benefits. HUGE companies are jumping on the train, and hemp companies are putting tons of money into advocacy, education, and advertising to get the word out. What I would say to skeptics is that people are spending way too much money for it to just be a trend. Right?

Young Living has announced they’re launching a CBD line. Earth Fare — a trusted source for wellness and health food products — is hanging signs that read, “CBD now sold here.” And I wouldn’t be surprised if subscription services like Daily Harvest and Birch Box jump on the train too with hemp-heavy recipes and CBD-infused lipsticks.


I predict that, before we know it, the ingredient CBD is going to become so common, it will become as ubiquitous as all the other oils we find in our favorite products and supplements and the companies who really end up in the game for the long haul are the ones that are brand and product, rather than ingredient, first.

But we could talk about products all day long. I’m also really interested in the social justice implications of legalizing the growing, production, and sales of a product that governments all over the country are deeming “good” and legal while low level “criminals” remain in prison for use and distribution.

It’s an interesting conversation and I certainly don’t have any answers regarding the legal system and retroactive innocence but Med Men is shamelessly and brilliantly broaching all the sensitive subjects.

Their recent campaign, The New Normal, is as informative as it is affecting and I highly recommend you take a look at this beautiful short film they just produced for the campaign. Grab some tissues. There are moments.

So, what do you think? Which companies are going to be around after the mad rush to the top of the hemp market?