Whoopi Goldberg Promotes Infused Flavored Lube at Cannabis Conference

Actress and entrepreneur discusses new Whoop Fam brand and desire to empower women in the industry.

Published on Feb. 11, 2026

Got story updates? Submit your updates here. ›

Whoopi Goldberg, a New Jersey resident, promoted her new infused aloe-based sex lube brand Whoop Fam at the Ignite NJ Spotlight cannabis industry conference in Jersey City. Goldberg, who uses cannabis to help with various health issues, discussed the importance of women's intimate care and her goal to create a brand that "makes everyone's life better." She was joined on a panel by her business partners, who announced plans to launch a product called "Make Whoopi" by Mother's Day and Father's Day.

Why it matters

Goldberg's involvement in the cannabis industry highlights the growing acceptance and normalization of the plant, especially among high-profile celebrities. Her focus on creating a women-centric intimate care brand also underscores the need for more female leadership and representation in the male-dominated cannabis space.

The details

During the panel discussion, Goldberg spoke about how cannabis has helped her physically and how her entire family is involved in the Whoop Fam business. She lamented the lack of women leaders in the cannabis industry and expressed a desire to create a brand that is on par with Johnson & Johnson, "but better." Goldberg's business partners, Melissa Jochim and Davina Kaonohi of Beauty Evolution, explained that the lube is aloe-based rather than petroleum-based, which is better for women's intimate health.

  • The Ignite NJ Spotlight cannabis industry conference was held in Jersey City.
  • Whoopi Goldberg promoted her infused lube brand Whoop Fam at the conference on February 11, 2026.

The players

Whoopi Goldberg

An actress, comedian, and entrepreneur who is promoting her new infused aloe-based sex lube brand Whoop Fam.

Melissa Jochim

A founding partner of Beauty Evolution, Goldberg's business partner in developing the Whoop Fam brand.

Davina Kaonohi

A founding partner of Beauty Evolution, Goldberg's business partner in developing the Whoop Fam brand.

Lou Magazzu

A cannabis attorney who moderated the panel discussion featuring Whoopi Goldberg and her business partners.

Got photos? Submit your photos here. ›

What they’re saying

“Weed is so important to me because it has helped me with so many things physically.....”

— Whoopi Goldberg (headynj.com)

“All my family is involved with weed. We're all smoking it. They're all old enough to do it....”

— Whoopi Goldberg (headynj.com)

“We're calling it Smooth Talker.”

— Melissa Jochim and Davina Kaonohi, Beauty Evolution Founding Partners (headynj.com)

“I want to be part of something that makes everyone's life better... Many people of a certain age think it's bad....(Refer madness), they still believe that's real.”

— Whoopi Goldberg (headynj.com)

“Intimate care needs to be talked about.”

— Melissa Jochim, Beauty Evolution Founding Partner (headynj.com)

What’s next

Whoop Fam plans to launch its "Make Whoopi" infused lube product in time for Mother's Day and Father's Day 2026.

The takeaway

Whoopi Goldberg's involvement in the cannabis industry, particularly with a women-focused intimate care brand, highlights the growing acceptance and normalization of the plant, as well as the need for more female leadership and representation in this male-dominated space.