A few years ago, the hot thing for rich celebrities to do was to launch a lifestyle brand.
Reese Witherspoon started Draper James, a Southern-inspired clothing line. Gwyneth Paltrow begat Goop, a website about women's accessories. And that's not even discussing the vanity projects of Alison Pincus, or Jessica Alba or Jay Z or -- well, you get the point.
In the last year, rapper Snoop Dogg and singer Willie Nelson have launched their own brands of marijuana. And now Whoopi Goldberg just joined them.
On Wednesday, the comedian announced that she is starting a line of marijuana products specifically focused on painful periods. Yes, you read that right.
Co-founded with cannabis entrepreneur Maya Elisabeth, the new business -- dubbed Whoopi & Maya -- aims to help women get through hard times of the month with the help of their top-shelf, medical-grade ganja.
"This was all inspired by my own experience from a lifetime of difficult periods and the fact that cannabis was literally the only thing that gave me relief," Goldberg said in a statement. "Every month women experience pain and discomfort associated with their period. Cannabis is a wonderful remedy, and ...can provide the type of relief many women need."
A quick glance at their site on Wednesday showed some of the marijuana-infused products Whoopi & Maya plans to offer.
Think Whoopi & Maya's Medical Cannabis Bath Soak, which comes in three different fragrances and "promotes a state of deep relaxation and offers relief from the aches, pains and cramping associated with the menstrual cycle."
There's Savor, a Superfood-style jar of cacao that coupled with cannabis promises to help women deal with inflammation, irritability, and joint and uterine pain, according to the site.
And there's also a skin cream that's dubbed Rub and a tincture line called Relax.
Only four licensed medical marijuana dispensaries will carry Whoopi & Maya when it goes on sale next month; however, the company says its products should be widely available throughout the state sometime this year.
Diving into the weed business isn't a total surprise for Goldberg. After all, in 2014, she wrote a column for an online weed publication about her vape pen, an electronic cigarette she used to smoke cannabis. It was called, "My vape pen and I, a love story."
Notably absent from Whoopi & Maya: actual bud. Both Willie Nelson and Snoop's marijuana businesses involve actually selling the flower, Goldberg's doesn't. That's not by accident.
Goldberg is clearly going after a different consumer.
"For me, I feel like if you don't want to get high high, this is a product specifically just to get rid of discomfort," she told Vanity Fair. "Smoking a joint is fine, but most people can't smoke a joint and go to work."