Wellness brand Goop has come under fire for peddling ‘alternative medicine’ with pseudoscientific claims – yet the backlash had little effect on fans. Amid increasingly unaffordable healthcare and falling pharmaceutical trust, how are unconventional remedies giving people a sense of control?

Cannabis is shrugging off its bad rep among American youth, with kids in legalised states questioning how harmful the drug is. As legalisation spurs entrepreneurial endeavours and grows a diverse user base, it’s beginning to blend into young people’s understanding of what's acceptable.

A Cannabis Drinks Expo will be the first event dedicated to the fast-growing psychoactive corner of the American drinks industry. Since the legalisation of cannabis in many states, people of all ages are seeking socially-acceptable ways to indulge in the drug's relaxing effects.

As the legalization movement has destigmatized marijuana use across the US, weed-centric start-ups, lifestyle brands, and media companies have flourished. And while cannabis culture is nothing new, the modern iteration of it, which incorporates health and a high-end aesthetic, certainly is.