When Kristen Bell decided she wanted to enter the CBD space two years ago, she could never have imagined how necessary the products would be in 2020. “This pandemic was when I needed CBD in my life the most,” says the actor, entrepreneur, and producer via Zoom from her home in Los Angeles. “The goal was to provide a way to turn down the volume of your life.”
Enter Happy Dance, Bell's newly launched minimalist CBD line with hemp extract that is clean, vegan, and cruelty-free. “CBD improved my life,” she says, recalling the time her hairstylist rubbed it on her shoulders after a long, stressful day. “I loved it.”
Never one to sit on an idea for long, Bell contacted the internet-beloved CBD brand Lord Jones (“I felt they were doing it the best”) to collaborate on a premium line of her own at an affordable price. But that wasn't all. “I also said, ‘I want to give 1% of the company away to charity.’ And they said okay.” Bell's charity of choice? A New Way of Life ReEntry Project, a Black-owned organization that provides housing, pro bono legal services, and advocacy for women rebuilding their life after prison.
She also wanted the packaging to reflect her upbeat personality, rather than “playing on the stoner trope” or looking sterile and dull on shelves. “My color palette is bright colors,” she says. “Happy Dance is a state of mind.”