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Brand Spotlight: Mary’s Medicinals
2w ago Cannabis hightimes Views: 222

From a young age, Allie Greenstone had known that she wanted to work with
cannabis. When, during her college years in Michigan, medical marijuana ended up
on the ballot, she printed over a hundred T-shirts that read “Yes to Prop 1” in
a kitschy, leafy font. Fittingly, she started her career as a budtender in
Denver, while also keeping up with the latest in cultivar and cannabinoid
research.

Greenstone’s well-rounded knowledge of and appreciation for cannabis would
eventually land her a place at Mary’s Medicinals, where she now works as a brand
representative and national educator. The first job speaks for itself, but the
second might require a bit of an explanation. In short, Greenstone is
responsible for educating the brand’s budtenders and informing its consumers.

The role of educator isn’t exactly common among cannabis companies, many of
which prioritize marketing over R&D. But for Mary’s—a Denver-based, female-led
business founded in 2013—learning and growing have always been part of the
curriculum. Even as the brand expands into uncharted territory, its mission to
“distill the wisdom of plants” continues to govern day-to-day operations.

- Courtesy of Mary’s Medicinals


MARY’S MEDICINALS PRESENTS: PENS AND PATCHES

Bridging the gap between technology and horticulture, Mary’s Medicinals
delivered one of the first patented cannabis products in the United States: the
transdermal gel pen. The pen, which has been released in CBD, CBN, Indica and
Sativa varieties, provides consistent and reliable effects the likes of
which—according to consumers, at least—purely recreational cannabis simply
cannot offer.

Greenstone and her colleagues would concur, as Mary’s was the first and—to this
day—one of regrettably few cannabis brands that tests products at its own
locations in addition to third-party research facilities. Armed with its own
team of in-house scientists and lab-testing equipment, Mary’s is able to
maintain the strictest of quality control guidelines.

That’s good news, especially considering many patrons use Mary’s products to
treat or find relief from a variety of physical and mental ailments, ranging
from inflammation to anxiety. According to Greenstone, customers have also found
success in using Mary’s products with regards to brain fog, motivation, focus,
and—on some occasions—specific medical conditions such as ADHD and
endometriosis.


TOPICAL VERSUS TRANSDERMAL 

Just as, if not more, infamous than the transdermal pens are Mary’s transdermal
patches. These patches, which come in similar varieties as the pen, work best
when they are applied on veinous parts of the body, such as the top of the foot
or the inside of the wrist. Once applied, the effects usually take between 15
and 30 minutes to kick in, and can last up to 12 hours. 

One of Greenstone’s tasks as an educator is explaining how these innovative
products work. “Nine out of 10 budtenders do not understand the difference
between transdermal and topical,” she tells High Times. Whereas topical
solutions only affect the surface area of the skin, Mary’s pens and patches go
past the epidermis. As a result, their effects not only reach farther, but last
longer too.

Another benefit of the patches and pens is that their usage is discreet. They do
not require bongs or pipes to be consumed, and customers are able to experience
their benefits without first having to fill their living room with smoke. In a
way, these products helped cement Mary’s as a brand which is more interested in
cannabis’ therapeutic properties than its recreational value.


THE BENEFITS OF HAVING A REGIMEN

Though the industry gets more saturated with each passing year, Mary’s has been
able to separate itself from the competition by presenting itself as the go-to
cannabis brand for everyday consumers. Sure, there are many businesses that sell
to people who consume some form of cannabis every day. However, Mary’s is the
only one that’s been specifically designed for the benefit of this target
demographic.

Currently, everyday users are faced with two large problems: tolerance and
money. The more often they use cannabis products, the more their tolerance goes
up. And the more their tolerance goes up, the larger the quantity of cannabis
products they will have to buy. This would be fine, if we lived in a world where
cannabis was considered an essential medicine and those who need it received
financial support.

Unfortunately, we don’t. While medicinal cannabis has been legalized in a number
of states, in general, it is still seen—and treated—as a luxury product, one
that tends to come with a hefty price tag. Mary’s aims to solve this issue. Not
only are their pens, patches and other creations affordable, but the
research-focused environment in which they are developed ensures that your
tolerance levels stay constant.


BIOAVAILABILITY

Instead of encouraging customers to buy more products, Mary’s focuses on
developing products that provide them with everything they need.
“Bioavailability,” is the word that Greenstone keeps coming back to during this
part of our discussion, and it refers to the percentage of and rate at which the
active ingredients of Mary’s products are absorbed into the bloodstream. 

The higher a product’s bioavailability, the more consumers will be able to get
out of that product. And the more consumers will be able to get out of a
product, the better suited that product will be for long-term use. This is
Mary’s ultimate goal—to sell cannabis products that provide a safe, sustainable
and predictable experience for people consuming marijuana on a regular basis. 

Consequently, Mary’s products work best when they are part of a regimen, rather
than on-the-spot treatments for unexpected issues or cravings. “You won’t
experience the optimal benefit when you are 10 or 20 days into it,” Greenstone
exclaims. “But once you hit that four, six or eight-week mark of regimen usage,
you’ll start to notice.”

- Courtesy of Mary’s Medicinals


FROM ENTOURAGE TO ENSEMBLE

In a world where so many people use cannabis recreationally or when they are in
need of a quick fix, this approach may seem confusing at first. However, the way
in which Mary’s products are designed to be used is greatly informed by ongoing
research into the mysterious chemical makeup and promising medicinal properties
of cannabinoids.

Until recently, there was only one cannabinoid everybody cared about: THC. The
letters were used as a major selling point when the first American dispensaries
opened their doors, and the letters continue to be plastered over packaging to
this day. Back when she was still a budtender, Greenstone recalls how customers
would flock to the products with the highest THC percentages, regardless of
their quality or potency.

As time went on, companies became more sophisticated and consumers better
educated. Different cannabinoids like CBD and CBG arrived at the scene, and they
now sell just as well if not slightly better than their older, rowdier brother.
Still, a majority of brands seem to stick with just one cannabinoid, emphasizing
their presence over the countless chemicals they interact with.


THE FUTURE OF MARY’S MEDICINALS 

Greenstone refers to this mindset as the “entourage effect.” Google’s dictionary
defines an entourage as “a group of people attending or surrounding an important
person,” and that’s exactly what these aforementioned cannabis products are. In
most cases, THC or CBD is the star of the show, while the terpenes and
flavonoids are forced to play second fiddle.

As research into the properties of and interplay between the eighty or so
cannabinoids present in marijuana chugs along, Mary’s urges cannabis companies
to move away from entourage and towards ensemble. In an ensemble, all active
ingredients stand on equal footing, meaning the strength of the whole is derived
from the sum of its parts.

Needless to say, the future for Mary’s Medicinals is looking bright. The company
just released a sublingual oil called FORMULA, which combines as many as eleven
different cannabinoids and terpenes. Greenstone, for her part, is suiting Mary’s
products with QR codes that provide consumers with all the information they
could ever need on their recent purchases and the ensemble effects they elicit.

Read this story originally published in High Times February 2022 Issue in
our archive.

marysmedicinals.com

Brand Spotlight: Mary’s Medicinals on High Times.




- Posted on Mar 19, 2022
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