International cannabis lifestyle brand Cookies has teamed up with Apple Trees, a cannabis company established by music and creative genius Erykah Badu, to launch “That Badu,” a premium line of cannabis products specifically designed with women’s wellness in mind. This groundbreaking collaboration is set to be launched on March 8, International Women’s Day, with a second wave of items to be released on May 14, in time for Mother’s Day.
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Women’s Wellness in the Cannabis Industry
Although cannabis is now among the fastest-growing industries in the United States, it is still largely dominated by white men, and growers and distributors often disregard the fastest-growing consumer segment: women. With this collaboration, Cookies and Apple Trees are breaking barriers and catering to a market that has been long neglected.
Berner, Co-Founder and CEO of Cookies, emphasized the importance of having more women in the industry, saying, “What Erykah represents is extremely unique, and I believe it will elevate women in the space drastically. Plus, she is such a vibe and pleasure to work with, we took our time on this project and I’m beyond impressed with how hands-on she has been with everything.”
The Partnership between Badu and Berner
In 2020, Badu opened her online store, Badu World Market, where she debuted Apple Trees and its collection of cannabis accessories. When it was time to introduce her cannabis cultivar, Badu found a supportive mentor and partner in Berner. Badu said, “I had to take time to do my research. I chose to partner with Cookies because it met all of my expectations–from planting and quality control, to marketing and distribution. I’m honored to be able to create under Berner’s guidance and umbrella.”
The Products: That Badu Cultivar and More
The initial product line, which will be released on March 8, will feature Badu’s first cannabis cultivar, a cross of Lemonchello and Jet Fuel Gelato, offered in eighths and pre-rolls. Named after the line, the “That Badu” cultivar will be available to both leisure and medicinal customers across California’s Cookies and Lemonnade stores. The products that will be released on May 14 will include Badu x Cookies SF apparel, topical creams, edibles, and a non-psychoactive mushroom tea, which will be available for purchase on the Cookies CBD and Badu World Market websites.
According to Badu, the cultivar has a scent of candied citrus and champagne, tastes like “melon and lemon drops,” and provides women a “soft euphoric high.” The pre-rolls feature rose-scented rolling paper developed in collaboration with Vibes as a symbol of appreciation and admiration for all women. Badu suggested, “Instead of giving Mom a dozen roses for Mother’s Day, give her a bouquet fragrant, rose-wrapped pre-rolls.”
The Full Suite of Products
Badu’s vision was realized through every step of the process, from the research to testing and packaging design process. The full suite of products includes a porcelain tray for rolling joints and a bong shaped like a vase, which she dubbed the “Woman Vessel,” designed and created by potter Roberto Lugo. The blue-and-white motif, which places the cannabis leaf at the center of the botanical design, evokes ancient Chinese Qinghua ceramics and nods to Badu’s appreciation for the earthenware’s associations with harmony and balance.
Badu’s Mission to Dispel Stigmas
With this release, the green-eyed singer-songwriter, best known for her hit “Bag Lady,” aims to dispel stigmas surrounding cannabis usage, particularly for moms and women. She is fusing wellness, art, culture, and fashion to create a cannabis line that caters to women’s needs. Badu frequently uses cannabis as a plant medicine when she serves as a doula for births and end-of-life care, acknowledging its long history of use in rituals. She relies on cannabis’ ability to quiet the mind, relax the body, and balance the central nervous system, which is why she offers a variety of products such as oils, lotions, tinctures, teas, and flower itself.
Badu wants to create a safe space where women can feel comfortable discussing and using cannabis as a form of self-care. “A cannabis line created with women in mind feels very, very necessary. There is an open space for women in cannabis, and I love the idea of joining the committee of supportive women in this lane,” she said.
The Future of That Badu Collection
After the debut, Berner and Badu hope to have the entire “That Badu” collection in every Cookies location worldwide. The line’s success will hopefully inspire more cannabis brands to prioritize women’s needs and cater to this growing consumer segment.
