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Peter Reitano

Gwella is a consumer platform at the intersection of wellness and psychedelics. We’re making the most accessible and effective portfolio of over-the-counter mushroom and psychedelic products that includes consumer brands, media, and technology.

Think of us as a platform with an ecosystem of branded products, content, and tools that work together as a flywheel – a brand-forward/lifestyle approach for the mainstream audience interested in psychedelics and mushroom-based wellness.

We are backed by top funds like Vice Ventures, Vine, Palo Santo, Ambria, and the Conscious fund.

Our Flagship product, Mojo – a gummy that legally mimics the effects of a microdose without the Psilocybin (provisional patent filed). Now Available internationally.

It is our goal to help people discover the potential benefits of amazing ingredients in the ways that suit their needs best. We envision that together, we can build a world where access to and acceptance of plant-based medicine and psychedelics are the norms.

We are a team of scientists, mushroom enthusiasts, and product builders. For decades, our founding team has been dedicated to advocating for access to diverse plant medicines and experimenting with unique practices and botanical blends to improve our own health.

We are a team of scientists, mushroom enthusiasts, and product builders. For decades, our founding team has been dedicated to advocating for access to diverse plant medicines and experimenting with unique practices and botanical blends to improve our own health.

Open Access – Above all else, we want to increase responsible, sustainable, and effective access.

Cognitive Liberty – we all have a right to alter our own consciousness. We believe interference with that right to our own awareness constitutes a violation of our humanity.

Advocacy – We aim to support the movements working to disrupt and change the impact on communities and individuals around the world caused by the War on Drugs.

Tell us about yourself?

Peter is an award-winning entrepreneur with over 15 years of experience in building and advising some of the world’s top brands. He’s an active participant and early mover in emerging and highly regulated industries, including both cannabis and psychedelics. Stemming from his early personal experiences with entheogens, he’s become a passionate advocate for cognitive liberty and the right of every human to experiment with their own consciousness. His latest venture, Gwella, is a brand house and life sciences company on a mission to make psychedelics more accessible and help people use them safely and effectively. They recently launched Mojo in the U.S.A., an innovative patent-pending product that mimics the benefits of microdosing in a completely legal platform.

A full explanation of why I wanted to create Gwella here:

If you could go back in time a year or two, what piece of advice would you give yourself?

I grew up very competitive, and sometimes that limited how I approached new things. I’d tell younger me to try new things without fear of not being great at it.

The value in doing things isn’t always in winning or being the best. It’s learning and growing and having fun. Collect those experiences. It all adds to your character and the person you are.

What problem does your business solve?

We want to help people access these mushrooms and psychedelics to improve their life.

And access these things not in three or five years’ time, as they become available via the medical framework, but today. We’re dedicated to providing psychedelic products, tools, and resources to enable responsible and intentional usage now.

What is the inspiration behind your business?

It is our belief that people should be able to explore psychedelics for any reason they choose without having to fight the law (or monopolistic pharmaceutical gatekeepers) to do it, and we work towards that goal every day.

What is your magic sauce?

Proven management team with 50-plus years of CPG experience – helped launch and drive over $100M in sales for some of the top brands in the world, including Body Shop, Dermalogica, and Starbucks.

Mojo is really a one-of-a-kind product. There’s nothing like it on the market. It was two years in RnD and served as a key differentiator.

That we’re one of the few revenue-generating Psychedelic companies – with over a 1M run rate.

We’re backed by some of the biggest Psychedelic investment funds, including Palo Santo, Ambria Capital, Vine Ventures, JLS, and The Conscious Fun.

Why the biggest market for usage will be wellness/self-improvement, and companies that support that will be big winners.

All-star advisory team with experience in companies like Red Bull and Coca-Cola.

Proprietary IP and assets across consumer products, media, and tech.

What is the plan for the next 5 years? What do you want to achieve?

We want to help as many people access these amazing plants as we can. We think there is HUGE potential to help with so many of our issues in modern society.

We want to be at the forefront of the conversation as regulations begin to change. And we want to be one of the biggest companies in the space.

What is the biggest challenge you’ve faced so far?

Legality barriers – but this is changing fast, and Mojo does not require any regulatory change.

How can people get involved?

You can read our free content and guides over at and try our microdose product at

Made in CA does not endorse Gwella or the use of mushroom and psychedelic products; this interview is merely for informational purposes. For more information about mushroom and psychedelic products, speak to your medical practitioner.