Kristen Bell’s Happy Dance comes to an end

Published on January 30, 2023 by David Wylie

A jar of Happy Dance Photo: Contributed
The caption on this Instagram post by Happy Dance says: "*Insert long, dramatic, drawn-out sigh* as we enter the last week that Happy Dance products will be available on our website."

Another celebrity cannabis brand has fallen by the wayside.

Actor Kristen Bell’s Happy Dance CBD skincare company has shut down just over two years after its launch.

The company posted to its Instagram last week: “Giving a virtual hug to all of those who supported us along the way—we couldn’t have done it without you, thank you! And with that Happy Dance has come to an end.”

Happy Dance partnered in 2020 with Toronto-based cannabis producer Cronos Group, as well as US-based CBD and beauty company Lord Jones, to make, distribute, and promote the Happy Dance product line south of the border. It included: All-Over Whipped Body Butter, Head-To-Toe Coconut Melt, and Stress Away Bath Bomb; all infused with CBD.

Bell said in a news release at the time of launch that she had discovered CBD in 2017 and that she wanted to share it with the wider world.

“As a working mom, I turned to CBD skincare as a way to turn down the volume of my life and CBD products have since become an essential part of my self-care routine,” she said.

Celebrities don’t get much say in cannabis

Marketing restrictions in the Cannabis Act makes celebrity endorsement a hard no in Canada.

So far, celebrity involved brands don’t have a great track record here. For example, Seth Rogen’s Houseplant and Snoop Dogg’s LBS (Leaves By Snoop) did not do well under Canopy Growth’s Tweed label.

Few other celebrities have dared join the fray—though Tommy’ Craft, backed by Tommy Chong, has gained market share through RBG Cannabis in Alberta. It’s said to be carefully curated by the Cheech and Chong star himself.

Happy Dance closure not a big surprise

In August 2022, Cronos foreshadowed the shutdown of Happy Dance.

Cronos said in a news release at the time that it was working on exiting the beauty category.

“In the second quarter of 2022, following an evaluation of the US business as part of the company’s realignment, the company began a phased exit of the wholesale beauty category to focus the portfolio on adult-use product formats within the direct-to-consumer channel,” said Cronos.

“As a result, the Company reduced sales and marketing headcount in the U.S. to better align the business structure with the new strategy.”

Cronos is also behind the cannabis brands Spinach and Peace Naturals.