Executive Spotlight: Barbara Goodstein

Full birth name: 

Barbara Goodstein


Founder and CEO



 Years at current company

2 years


Education profile: 

earned a Bachelor’s degree from Brown University and an M.B.A. from Columbia University School of Business

 Most successful professional accomplishment before cannabis: 

I’ve spent my career as the chief marketing officer and chief executive officer for major global brands—delivering new products/services and hundreds of millions of dollars in revenue in the financial and technology segments. Often times I’ve been the only woman decision-maker in the room. This experience has taught me to be attentive to all consumers and consider issues from a 360-degree view. I was named one of the Top 25 Women in Finance (US Banker’s Most Powerful Women Annual Ranking) two years in a row, and I am a member of C200. I also know that the road to success is not a straight line and not always smooth. Over the course of my career, I’ve seen pretty much every crisis and problem, and know that setbacks are also opportunities. The best brands have obstacles to overcome, and it’s the way you overcome them that sets you apart.

Company Mission: 

Before I started B GREAT, I looked around at the CBD space and noticed that it was like The Wild West—there were a lot of CBD brands making wildly exaggerated claims about their products and making promises that couldn’t possibly be true. I was interested in the therapeutic benefits of CBD and knew that consumers deserved more transparency and a line of CBD products that they could trust. That’s our company mission—to provide the highest quality CBD products that consumers can believe in and depend on to help them feel and look their best. In terms of transparency, on our website you can click a tab to see the exact elements in every B GREAT product you purchase. We also have a five-star standard, which guarantees that every one of our products is made from the highest quality full-spectrum hemp, is non-GMO, third-party tested to ensure quality, is made in immaculate FDA-registered facilities, and is all made in the USA.  

Company’s most successful achievement: 

Frankly, just surviving in this economic climate is a huge achievement for any brand, particularly a start-up company. The economic landscape is shifting for everyone, and brands need to figure out how to thrive in that new landscape. B GREAT has actually done well during this global pandemic. We’ve been getting incredible press, from being included in Rolling Stone’s “Best Products for Anxiety,” to being featured in NewsweekUSA TODAYYahoo! Finance and many other publications. I’d say our other big achievement is the formulation of our Relax and Focus shots. When I started B GREAT, I tasted all the shots out there, and all of them tasted awful—they were basically undrinkable. I spent a lot of time working with formulation experts to make sure our shots are effective for focus and rest, but also taste amazing. Shots are meant to be used often, so you want to drink something that tastes good. Our shots are berry flavor and people love them.  

Has the company raised any capital (yes or no)?

if so, how much:

We raised $1.5MM from a group of amazing investors who have deep experience in the cannabis industry, venture capital and large retail corporations.   

Any plans on raising capital in the future? 

Today we are raising $1MM in a convertible note. 

Most important company 5-year goal: 

Our 5-year goal is to be an industry leader both in terms of our products but also in terms of our core values as a company. I’m proud that B GREAT is women-owned and women-led and would love to be an example for other CBD companies. In terms of our products, I’d love to see B GREAT in several retailers and be considered the pinnacle of transparency and quality. I also hope to expand our product line to include unique products that other brands do not offer. Right now, for example, we are working on a nasal spray and throat spray, which we think consumers would love. 

Other information about Barbara:

Barbara has served on the Board of Directors at KushCo Holdings, Inc. for three years and previously held many senior leadership roles in operations, business and marketing development – most recently as CEO of Tiger 21, a peer membership network for high net worth entrepreneurs. 

Barbara participates in Fortune’s Most Powerful Women Summits, is a member of the Women’s Forum, and Fortune’s Global Mentor Program.

The core set of B GREAT products include:

  • Hemp Lotion and Balm
  • Hemp Oil
  • Beverage Shots – Relax and Focus
  • Lip Balm
  • Soft Gel Capsules
  • Antioxidant Cream
  • Relief and Recovery Cream
  • Hemp After Shave





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