This Dr. Bronner’s $25 Soap Smells Like Cannabis and Has a Message, Too

Sales will benefit an environmental cause, though the issue is hardly cut and dry

East Fork Cultivars supplied the hemp terpenes that scented the soap—and they weren't cheap. Courtesy Dr. Bronner's

Earlier this month, David Bronner, CEO of soap brand Dr. Bronner’s, was hopping a short flight from Southern California up to Portland. As a dedicated supporter of Oregon Measure 109—which would legalize psilocybin-producing mushrooms for therapeutic use—Bronner wanted to be on hand for the ballot initiative’s historic passage.

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@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.