Women Are Changing The Way Cannabis Is Viewed, Consumed, And Understood

Sparkle joints, THC-saturated personal lubricants, and beyond

In a blip in time, marijuana’s image has been rebranded from sketchy to consumer-friendly, largely thanks to female executives disassociating the plant’s positive attributes from its historically bad rap. Women dominate from a consumer standpoint, too—from Apothecanna’s ganja-infused moisturizers to Whoopi & Maya’s THC-laced bath soaks, it seems there are no lucrative opportunities left unturned. In the midst of this canna-commodity boom, one company is gaining an edge by taking marijuana a little farther south than it’s used to.

Leading the charge in this seismic shift toward canna-acceptance is Brittany Confer, a community leader and public relations expert for Foria Pleasure, a company that peddles impeccably designed, cannabis-packed products for women. Whether you’re looking to enhance sexual pleasure with THC-saturated personal lubricants, ease menstrual cramps with vaginal suppositories, or even intensify anal sex with Foria's newest creation, Foria Explore, they’ve got you covered. But beyond expanding consumers’ sex lives, Foria is the kind of company, Confer believes, that “will play catalyst to future cannabis legalization in other states.”

Brittany Confer

With the exception of one delicate, gold marijuana leaf embossed on the label, nothing about the products’ packaging would suggest its primary component is weed. When absorbed vaginally, the 2.5mg of THC in each spray of Foria Pleasure and 60mg of THC and 10mg of CBD in each Foria Relief suppository relax pelvic muscles and increase blood flow without initiating a psychotropic high or a serious case of the munchies. “Because we focus mainly on products that produce little to no psychoactivity (when used as intended),” says Confer, “it is easier for people to view cannabis less as a recreational 'drug' and more as a therapeutic medicine.” Though, like any THC-infused edible, the effects can sometimes take up to an hour to kick in, depending on the user’s body chemistry.

[quote position="full" is_quote="true"]It is easier for people to view cannabis less as a recreational “drug” and more as a therapeutic medicine.[/quote]

Currently available in Colorado and to California residents with a physician’s recommendation letter, the widespread sale of Foria products hinges on the federal legalization of marijuana. When and if that happens, these not-so-dinner-conversation friendly items will have a leg up in the mainstream market thanks to the refreshingly sophisticated packaging and Confer's own hard work evangelizing women's sexuality.

Realizing she wanted to support a company with more purpose than a bathing suit or nail polish brand, Confer jumped at the chance to work with Foria cofounder Mathew Gerson. On the decision to lead the brand’s marketing efforts, she says,

“I saw it as an opportunity to empower women, to encourage women to take control of their own pleasure experience, to facilitate sexual equality, to educate people on the therapeutic benefits of cannabis and to support my personal desires as a long time cannabis legalization advocate. For me it was the perfect fit of powerful movements.”

Since she started at her new position, Confer says she’s been inspired daily by the positive feedback she’s received via “touching patient testimonials.” One woman, for example, reached out after Foria Relief put an end to her decade-long battle with endometriosis. Not only did the product ease her pain sans pharmaceuticals, it helped strengthen her relationship with her partner as well. “I feel like a super hero when I hear that,” says Confer.

With plans to expand internationally, Foria hopes to expose people all over the world to the medicinal benefits of cannabis and offer alternatives to pharmaceuticals. If Foria’s success and Confer’s tenacity are any indication, women will dictate the cultural reimagining of a socially active and sexually liberated stoner. As Confer echoes, “The possibilities are endless.”

Julian Meehan

Young leaders from around the world are gathering at the United Nations Headquarters in New York Saturday to address arguably the most urgent issue of our time. The Youth Climate Summit comes on the heels of an international strike spearheaded by Greta Thunberg, the 16-year-old climate activist from Sweden, who arrived in New York via emissions-free sailboat earlier this month.

Translated from Swedish, "berg" means "mountain," so it may feel fated that a young woman with Viking blood in her veins and summit in her name would be at the helm. But let's go out on a limb and presume Thunberg, in keeping with most activists, would chafe at the notion of pre-ordained "destiny," and rightly so. Destiny is passive — it happens to you. It's also egomaniacal. Change, on the other hand, is active; you have to fight. And it is humble. "We need to get angry and understand what is at stake," Thunberg declared. "And then we need to transform that anger into action."

This new generation of activists' most pernicious enemy is denial. The people in charge — complacent politicians and corporation heads who grossly benefit from maintaining the status quo — are buffered from real-life consequences of climate change. But millions of people don't share that privilege. For them, climate change isn't an abstract concept, but a daily state of emergency, whether it comes in the form of "prolonged drought in sub-Saharan Africa…devastating tropical storms sweeping across Southeast Asia, the Caribbean and the Pacific…[or] heatwaves and wildfires," as Amnesty International reportsare all too real problems people are facing on a regular basis.

RELATED: Greta Thunberg urges people to turn to nature to combat climate change

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