With drug-related deaths on the rise, the UK is preparing to test out services that let festival-goers check what their drugs are really made of. With both public health and the entertainment industry at stake, the two are working together to keep venues safe for everyone.

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.

Australia’s first pill-testing service for illicit drugs has taken place at a music festival, representing a shift away from punitive legal measures and towards harm reduction. Brands that take a stance on such contentious social issues can make a positive impression on the minds of supporters.

With a slick, minimal aesthetic, MedMen’s approach to selling marijuana has drawn comparisons to mega-brands Apple and Starbucks. By creating a welcoming brick-and-mortar space, it’s hoping to normalize cannabis use – not just for stoners and those who need it medically, but for the masses.