Part brand, part publication. Dusk launched with a product called The Nightcap and a newsletter about the ritual of ending a day well. Their community feels more like a readership than a customer base, and their products feel like the physical expression of an editorial point of view.
Dusk launched in 2022 with a product called The Nightcap and a newsletter about the ritual of ending a day well. The combination — product plus publication, consumption plus culture — was unusual enough to generate its own gravity. People subscribed to the newsletter before the product launched.
They are now three years in, with a community that feels more like a readership than a customer base, and products that feel like the physical expression of an editorial point of view. Their newsletter has a higher open rate than most cannabis brands' best marketing emails. That's because it's not a marketing email.
Dusk is the only cannabis brand that feels like it belongs in a conversation about media companies. That's a compliment. They've figured out that community is a product — and they've built a genuinely good one. The Nightcap is an excellent product. The readership is the business.