It’s not uncommon for an Hermès handbag to fetch an unfathomable $20,000. After all, there’s a reason the brand ranked No. 33 on the 2019 Forbes list of the “World’s Most Valuable Brands.” So, when one of the world’s most preeminent news outlets mentions a company in the same breath as Hermès, it’s safe to say the company has some juice. But in the case of Beboe, it just so happens to be vape juice.
Hailed by the New York Times as the “Hermès of marijuana,” Beboe is a luxury cannabis company that has completely flipped the script on stoner culture, totally redefining the experience of shopping for cannabis-based products. Former fashion executive, Clement Kwan, and Scott Campbell, tattoo artist to the stars, are the founders of Beboe and the brains behind the brand. Campbell is also the husband of model and actress Lake Bell, who has become one of the industry’s most passionate advocates.
But why would Bell, a veteran actress with credits across both TV and film, and an extensive modeling portfolio, be so vocal about her use of cannabis? One word: Wellness.
It turns out the inspiration for Beboe was, in fact, Be Boe. On the company’s website, founder Scott Campbell talks about how his grandmother—Bernice (Be) Boe—would frequently visit to care for Campbell’s mother, who was in the throes of battling cancer. Each trip, Campbell recounts, his grandmother would bring two trays of brownies—one for her grandkids and one for her daughter. As you might imagine, the composition of these two trays included one significant difference: marijuana.
It was years later that Campbell learned his 85-year-old grandmother was sourcing weed to make brownies just to help her daughter’s nausea and restore her appetite. And it was out of appreciation for her that he wanted to create a more sophisticated way for people to consume cannabis.
Though she’s married to Campbell, Bell has a less active role than you might expect in the company. Sure, she does some taste tastes, but she’s had more of a part in developing the brand’s quirky and eccentric commercial voice. For proof of that, you can look no further than this video she stars in that explains its products.
In an email interview with Refinery29, Bell was asked about her initial reaction when Campbell told her he wanted to launch a company in the cannabis industry. She wrote: “I was like, ‘But you don’t smoke weed.’ And he was like, ‘Exactly.’ He wanted to make cannabis products for people like us, who aren’t stoners but who wanna enjoy weed like it’s a glass of wine.”
For people who live in areas with legalized recreational marijuana and THC use, Beboe has revolutionized not only the way they consume product but the way they feel about purchasing it. From the company’s name and the packaging, down to the label they place on products, everything about Beboe screams exclusivity and luxury. Needless to say, this isn’t the dirt weed you scored in high school.
Beboe sells a variety of vape pens, from its Sativa blend pen that’s intended for daytime hours, to a downtime Indica variation to use before bed. There’s also an all-in-one pen with pure hemp-derived cannabidiol (CBD) with citrus terpenes.
While some less sophisticated brands may call their products edibles, Beboe opts to use the more genteel nomenclature of “pastilles.” These delightful little lozenges or candies also come in several different iterations, though each uses cold water hash processing—a laborious exercise that preserves the cannabis’ full potency. Beboe’s pastilles also include various amounts of CBD, which get supercharged when paired with THC, in a sensation known as the entourage effect.
Just to reiterate, Beboe’s vape pens use cannabis oil, which is vastly different from CBD oil—and are also illegal to use if you aren’t in a state that favors recreational use. We’ve written at length about the differences between cannabis oil and CBD oil, but the most notable difference is the high concentration of THC in cannabis oil.
Still, we know that cannabis oil has strong anti-inflammatory and analgesic properties to help you fight pain. In fact, research has indicated it could have a significant impact on painful conditions like fibromyalgia.
The fact that a luxury cannabis brand like Beboe—which Campbell told Forbes has potency that is “socially dosed” for “dinner party culture”—understands the importance of intermingling CBD with its THC is reflective of the compound’s rise in popularity among the unlikeliest of populations. From celebrities like Bell to aging boomers, more people than ever are turning to CBD to help address what ails them.
In that email exchange with Refinery29, Bell spoke of the CBD craze and how it’s infiltrated treatment plans for people of all ages.
“I always think of CBD as the most socially acceptable version of Cannabis on a mainstream level for obvious reasons,” she wrote. “The first time I had heard about it was in certain CBD salves for sore muscles and aches and pains, and inflammation in general… With the onset of cannabis being more accepted in a mainstream environment, even my godfather, who is in his 70s, is asking me to bring him certain CBD products for his arthritis that he can’t get in his state.”
Bell, herself, has credited the cannabis plant for playing a significant part in her own wellness plan, citing her use of Beboe as an effective way to help stave off stress, anxiety, and insomnia.
With public perception around both CBD and marijuana use rapidly evolving, and a number of states now allowing recreational use, it’s clear that innovators like Campbell and Kwan fully intend to continue cultivating (pun intended) the industry. In February of this year, Green Thumb Industries (GTI) announced it had signed an agreement to acquire For Success Holding Company, Beboe’s parent company, for an undisclosed amount. GTI is a national cannabis consumer packaged goods company and retailer with a large portfolio of branded cannabis products. Given GTI’s experience and foothold in the market, we’re anxious to see how Beboe continues to grow (pun most definitely intended).