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For Alexander, who founded Kush Queen after working in the cannabis industry, education is crucial. It’s important to consumers on the differences between different types of cannabis-oriented ingredients on the market — for Kush Queen skin-care brand Defynt, for example, Alexander uses something called Amplifi nanotechnology that aims to make the CBD molecules smaller and allow for deeper skin penetration.

“I tried to pursue effectiveness, more than pseudoscience,” Alexander said, noting that Kush Queen products center around accurate dosing and are sold in many licensed dispensaries. (The company is based in California.) The business grew roughly 250 percent in the past year, she said, and just closed a Series A from Connected Cannabis Co.

That type of education and marketing — around the wellness and scientific aspects of cannabis rather than the cool factor — is likely to have more lasting effects, experts noted.