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Baby boomers make up one of the fastest growing age groups to embrace marijuana.

Sonya Yruel/Drug Policy Alliance

In California, seniors are getting together to sample weed-laced lip balms, topical ointments, and tinctures in Mary Kay-style parties at their retirement communities.

Baby boomers make up one of the fastest growing age groups to embrace marijuana. One study found a 71% increase in marijuana use among adults aged 50 and older in the last decade.

A San Francisco-based startup is capturing their interest with direct-sales events inspired by the cosmetics companies that have done the same for decades.

Octavia Wellness has 50 employees, called wellness consultants, who tour California’s senior communities — those geared towards active adults — and host parties that educate residents on the medical uses of cannabis. The startup specializes in non-smokeable materials, like oils and tinctures, that provide relief without the high.

Since the company’s pilot program launched in 2016, Octavia Wellness has expanded from a team of three to over 50 and raised over $835,000 in a seed round of financing.

Carrie Tice, the cofounder and CEO of Octavia Wellness, started the company to help personalize the experience of buying and using…