Kristen Bell Launches Happy Dance CBD Brand with Cronos Group

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This week, Cronos Group (together with actress Kristen Bell) announced the launch of its new brand, Happy Dance. The new CBD skincare line targets millennial moms with high-quality, cruelty-free, and vegan bath and body care products.

You might remember that a few weeks ago, Martha Stewart made big news with her new CBD brand, officially mainstreaming CBD for her own boomer generation. This week, Kristen Bell has followed suit, announcing the launch of Happy Dance, her CBD skincare line which explicitly targets young mothers like herself.

Of course, the company isn’t going to complain if other demographics fall in love with their products, but the Happy Dance website is all about solidarity with the struggles of parenting young children. (Example: “What does Happy Dance feel like? Well, it feels like having the strength to watch the same kids’ movie 17 more times this week…”)

While Bell’s face, name, and personality are all tied to the product, she didn’t exactly cook these up in her kitchen. To create the Happy Dance skincare line, Bell partnered with Cronos Group (the same people that brought us Lord Jones CBD). The partnership was a natural fit since it was through this company that Bell initially encountered CBD: 

“I discovered CBD through the Lord Jones brand in 2017 and was blown away by its quality, integrity, and consistency. As a working mom, I turned to CBD skincare as a way to turn down the volume of my life and CBD products have since become an essential part of my self-care routine,” said Bell. 

Happy Dance, however, is not trying to be a replica of Lord Jones CBD. Lord Jones, for example, is marketed as an upscale – and unapologetically pricey – CBD brand, with all manner of fancy packaging that looks like it would be more at home on your coffee table than in your medicine cabinet.

Happy Dance, on the other hand, is much more affordable, apparently without cutting corners on quality or testing (all products come with lot codes that can be used to look up a lab report on the Happy Dance website). 

Bell's passion for the category started with her personal and professional experience as a skincare ambassador and she has since become someone who people look to for personal care advice and expertise.

Bell says that she was “inspired to create a line of high-quality, affordable CBD bath and body care products that would reach a wide audience.” At this point, the Happy Dance brand includes three (modestly potent) skincare products, all $30 and under:

All products are cruelty-free and vegan, formulated with Bell’s favorite clean ingredients (like rosemary, rice bran, and shea butter) together with high-quality CBD from full-spectrum hemp extract.

But according to Bell, it wasn’t enough to launch just another CBD brand aimed at benefiting only the people that can afford to buy it (and the company they buy it from):

“It was essential to me that Happy Dance be a purpose-driven brand that challenged the traditional notion of self-care,” said Kristen Bell. “And when I care for myself, I can better care for others. Happy Dance’s commitment to care extends to those who need it most, which is why we are honored to be partnering with A New Way of Life Re-Entry Project.”

The partnership means that one percent of profits from sales on the Happy Dance website will benefit A New Way of Life Re-Entry Project, a Black-owned LA-based organization that provides housing, case management, pro bono legal services, advocacy, and leadership development for women rebuilding their lives after prison.

The company has also worked hard to keep sustainability at the forefront of their production process, using recyclable materials, FSC Certified Paper, and eco-friendly packaging like biodegradable packing peanuts. (Fun Fact: If you pour water on them you can watch them decompose.)

According to Bell, she “couldn’t be happier” with the Happy Dance product line, and according to Kurt Schmidt, President and CEO of Cronos Group, they’re pretty chuffed as well:

“We have always been committed to improving people’s lives with breakthrough cannabinoid products, which is why we’re incredibly excited to launch an accessible, purpose-driven brand with Kristen Bell, someone we know consumers trust for her integrity and relatability.”

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