# Socially Conscious Cannabis Brands Pure Beauty Cannabis is Passionate About Social Justice Reform By Jana Pijak | Published 2020-02-04 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/pure-beauty References: [aproperhigh](https://aproperhigh.com/articles/pure-beauty-on-og-love-mini-joints-and-social-justice) & [instagram](https://www.instagram.com/purebeautypurebeauty/?hl=en) Los Angeles-based cannabis brand [Pure Beauty](https://www.trendhunter.com/trends/pure-beauty1) is not only gaining praise for its [wellness products](https://www.trendhunter.com/trends/black-buddha-cannabis) and striking packaging but is also raising awareness about social justice reform. In a recent interview with cannabis culture magazine A Proper High, the brand's founder Tracy Anderson talked about the correlation between the recent cannabis boom and mass incarceration that is a result of cannabis-related drug charges. "Politically we’re extremely indignant about the fact that’s happening and yet there are so many people profiting from this industry while people are in jail for doing basically the exact same thing," said Anderson when discussing the justice system in states that have not yet legalized marijuana. She also went on to explain that Pure Beauty aims to launch [social justice initiatives](https://www.trendhunter.com/trends/community-to-the-people) surrounding this issue, with talks of developing a program where post-incarcerated individuals are given job training and career opportunities within the cannabis space. Image Credit: [Emily Berkey](http://www.emilyberkey.com/writingandphotos) ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 55% | Activity: 86% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) ## Key Themes ### Why This Trend Is Growing - **Social Justice Reform Initiatives:** Cannabis brands can center their mission around social justice reform and creating opportunities for those who have been incarcerated for cannabis-related charges. - **Wellness and Cannabis:** Cannabis brands can focus on creating wellness products that incorporate the benefits of cannabis into self-care routines. - **Striking Packaging Design:** Cannabis brands can incorporate unique and eye-catching packaging design to stand out in a crowded market. ### Industries Being Reshaped - **Cannabis:** Cannabis businesses can focus on developing and promoting socially conscious and wellness-centered products that differentiate themselves from competitors. - **Non-profit:** Non-profit organizations can partner with cannabis businesses to provide job training and career opportunities for post-incarcerated individuals in the emerging cannabis industry. - **Packaging and Branding:** Packaging and branding companies can offer unique and innovative design solutions for cannabis brands to help them stand out in a competitive market. ## Related on Trend Hunter - [CBD Brand Activism Campaigns](https://www.trendhunter.com/trends/justice-for-all.md) - [Injustice-Fighting Cannabis Companies](https://www.trendhunter.com/trends/bens-best-blnz.md) - [Injustice-Addressing Cannabis Brands](https://www.trendhunter.com/trends/weldon-angelos.md) - [Approachable Cannabis Brands](https://www.trendhunter.com/trends/approachable-cannabis-brand.md) - [Inclusivity-Promoting Cannabis Brands](https://www.trendhunter.com/trends/silly-nice.md) - [Whimsically Branded Cannabis Products](https://www.trendhunter.com/trends/angel-therapy.md) - [Awareness-Raising Rolling Trays](https://www.trendhunter.com/trends/rolling-tray.md) - [Advocate-Themed Cannabis Branding](https://www.trendhunter.com/trends/best-blnz.md) - [Women-Celebrating Cannabis Brands](https://www.trendhunter.com/trends/angel-therapy-cannabis.md)