Whoopi Goldberg and Maya Elisabeth, founder of Om Edibles in San Francisco, have started a new medical marijuana business aimed at relieving menstrual cramps. The company, named Whoopi & Maya, will begin selling topicals and edibles in California this month. The line of cannabis-infused products range from edibles, tinctures or liquid extracts, rubs and a bath soak.
In press materials, Whoopi explained that, “This was all inspired by my own experience from a lifetime of difficult periods and the fact that cannabis was literally the only thing that gave me relief. The only products available to us were filled with ingredients we couldn’t even pronounce, and I discovered that I was not alone in this. When I looked further, I learned that this area was considered a niche … a niche that includes half of the population!”
Frank Tu, director of gynecological pain at NorthShore University HealthSystem, said in an interview that some physicians are taught that ibuprofen “should be good enough.” However, menstrual pain experienced by women can be much more severe. John Guillebaud, professor of reproductive health at University College London, said that patients have described the cramping pain as “almost as bad as having a heart attack.”
“For me, I feel like if you don’t want to get high high, this is a product specifically just to get rid of discomfort,” Goldberg told Vanity Fair. “Smoking a joint is fine, but most people can’t smoke a joint and go to work. This, you can put it in your purse. You can put the rub on your lower stomach and lower back at work, and then when you get home you can get in the tub for a soak or make tea, and it allows you to continue to work throughout the day.”
With medical and/or recreational marijuana legal in 23 states and the District of Columbia, the growth of the cannabis business means that more and more “niche” markets are becoming mainstream.
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