How Hollywood Cannabis Brands Are Celebrating 4/20

In celebration of 4/20 on Saturday, several industry-loved cannabis and CBD brands are debuting new products and events. Companies like Lord Jones, Higgs and Lowell Herb have developed new weed offerings for the holiday.

Influencer marketing platform Traackr reports that the CBD brands Lord Jones, Beboe and Leef Organics are dominating influencer conversations. The word "CBD" has seen a 101 percent increase in mentions by beauty and fashion influencers over the last year, while "sativa" has increased in conversations by 345 percent. The Hollywood Reporter has reported on the rise of cannabis fashion and CBD beauty on the red carpet, alongside new inventions like the social media app High There! and even CBD-infused manicures by Bellacures. Beboe, a luxe brand that counts Cameron Diaz as a devotee, just expanded into beauty in March with serums and sheet masks.

In February, popular Los Angeles dispensary MedMen tapped Spike Jonze and Jesse Williams for a short film; Williams told THR he joined the campaign in order to call attention to America's complicated relationship with marijuana. “A symbol of counterculture is just…culture,” Williams said. “Here’s to the new normal.” Also going into the brick-and-mortar weed business are Barneys New York, which opened The High End shop within its Beverly Hills outpost this year, and wellness brand Dosist that opened its first store in Venice this month.

Here's how Hollywood is getting its high-end high on 4/20.