A Cannabis Drinks Expo will be the first event dedicated to the fast-growing psychoactive corner of the American drinks industry. Since the legalisation of cannabis in many states, people of all ages are seeking socially-acceptable ways to indulge in the drug's relaxing effects.

MedMen has debuted the first-ever cannabis commercial. Directed by Spike Jonze, it delves into the history of cannabis in the US, highlighting the injustices of the past. With people’s perceptions of marijuana shifting, some brands are now moving to emphasize its positive attributes.

With a slick, minimal aesthetic, MedMen’s approach to selling marijuana has drawn comparisons to mega-brands Apple and Starbucks. By creating a welcoming brick-and-mortar space, it’s hoping to normalize cannabis use – not just for stoners and those who need it medically, but for the masses.

‘Green beauty’ is taking on new meaning as a flock of skin care brands begin to experiment with cannabis. Herb Essentials’ moisturizers and lotions draw on the oil-regulating properties of the plant, but will the persistent stigmatization of cannabis and slow-moving legislation stand in its way?