On October 16, Liam Payne, the former lead singer of One Direction, fell out of his third-floor hotel room and died. A few days later, news outlets such as TMZ, ABC News and The Guardian reported that «pink cocaine» was found in his system.
On August 10, 24-year-old Instagram model, Macy Marie Lathers, was responsible for a car accident in Miami that killed two people. She was distraught, complaining of vomiting and screaming, and told police she had been using a drug called «tushy», a popular pink powder in the United States. A toxicology report later showed that while she had not been drinking alcohol, she had several other drugs in her system, but nothing called «tucibi».
«Tucibi», also known as tusi or pink cocaine, is a play on words in Spanish with the name 2C-B, a synthetic psychedelic that originated in California. It was initially popular with Generation X psychonauts and ravers looking for euphoric sensations. However, despite the name, pink cocaine rarely contains 2C-B or even cocaine.
In the 2000s, 2C-B started moving from European clubs to Colombia, where it was reworked into a brand new product: a pink powder cocktail containing a variety of «party» drugs found at the Coachella festival. It's a kind of speedball for Generation Z: instead of a mix of cocaine and heroin, pink cocaine combines ketamine with stimulants like MDMA and even caffeine. It can also include traces of methamphetamine, DMT, and oxycodone, among other substances.
Thanks to skillful marketing by cartels presenting tusi as something fun and affordable, the cocktail became popular among Colombian DJs and Mexican rappers, but also damaged reputations among European ravers and caused confusion among others. Tusi continues to spread around the world, emphasizing the importance of potential users being aware of its nature.
The global fight against drugs initially focused on the production and sale of plant-based substances such as cocaine, heroin and marijuana. However, in recent years, drug traffickers have turned their attention to synthetic drugs such as MDMA, ketamine and fentanyl, which are easier to produce on a large scale and transport across borders. Pink cocaine has become the latest phenomenon: it brings easy money to producers, offers affordable high moments to Instagram users, and creates big problems for law enforcement.
The greatest danger is that playing with tusi is like Russian roulette: luck decides whether you have fun or face a fatal outcome.
How did 2C-B become tusi?
2,5-dimethoxy-4-bromophenethylamine, known as 2C-B, was first synthesized in the 1970s by California biochemist and psychonaut Alexander Shulgin. He is known for introducing MDMA into the practice of psychotherapy. Of the more than a hundred psychedelics Shulgin created, 2C-B was his favorite substance — he described it as one of the most elegant and sensual compounds.
The effects of 2C-B are often compared to a combination of MDMA and LSD, as it gives users both intense sensory experiences and feelings of euphoria. Shulgin considered 2C-B to be an analog of MDMA and emphasized its therapeutic value long before it came into vogue as a club drug. Not only do the two substances have a similar chemical structure, but their effects complement each other. In his words, «just as MDMA shows you your problems, 2C-B helps you solve them by opening up the emotional and archetypal aspects of your consciousness».
2,5-dimethoxy-4-bromophenethylamine, known as 2C-B, was first synthesized in the 1970s by California biochemist and psychonaut Alexander Shulgin. He is known for introducing MDMA into the practice of psychotherapy. Of the more than a hundred psychedelics Shulgin created, 2C-B was his favorite substance — he described it as one of the most elegant and sensual compounds.
The effects of 2C-B are often compared to a combination of MDMA and LSD, as it gives users both intense sensory experiences and feelings of euphoria. Shulgin considered 2C-B to be an analog of MDMA and emphasized its therapeutic value long before it came into vogue as a club drug. Not only do the two substances have a similar chemical structure, but their effects complement each other. In his words, «just as MDMA shows you your problems, 2C-B helps you solve them by opening up the emotional and archetypal aspects of your consciousness».
Users report that the psychedelic effects of 2C-B are relatively mild and short-lived. Trips last a few hours, unlike the long-lasting effects of LSD. Like most hallucinogens, 2C-B does not cause hangovers the next day, but it can have unpleasant side effects such as anxiety, dizziness, and rapid heartbeat, which can be dangerous in a clubbing environment.
In the 1980s, 2C-B was legally available in sex shops and clubs as a libido enhancer. However, with the addition of 2C-B to Schedule I drugs by the Drug Enforcement Administration in 1995, it went underground, becoming a niche drug for ravers.
Nevertheless, over the past decade, 2C-B has gained popularity in Latin America, Europe, and the United States. The Global Drug Survey 2019 indicated an increase in purchases of 2C-B and other drugs on the darknet since 2014.
In the early 2000s, wealthy youth began smuggling small amounts of 2C-B from Europe to Colombia, where it quickly gained popularity among the elite. By 2012, models, politicians and actors were willing to pay up to 130,000 pesos (about $71 at the time) for a gram of the substance, which was ten times more expensive than cocaine. «The media portrayed it as a drug for the elite» — noted sociologist Julian Quintero, emphasizing that only the lucky few had access to it.
In the 1980s, 2C-B was legally available in sex shops and clubs as a libido enhancer. However, with the addition of 2C-B to Schedule I drugs by the Drug Enforcement Administration in 1995, it went underground, becoming a niche drug for ravers.
Nevertheless, over the past decade, 2C-B has gained popularity in Latin America, Europe, and the United States. The Global Drug Survey 2019 indicated an increase in purchases of 2C-B and other drugs on the darknet since 2014.
In the early 2000s, wealthy youth began smuggling small amounts of 2C-B from Europe to Colombia, where it quickly gained popularity among the elite. By 2012, models, politicians and actors were willing to pay up to 130,000 pesos (about $71 at the time) for a gram of the substance, which was ten times more expensive than cocaine. «The media portrayed it as a drug for the elite» — noted sociologist Julian Quintero, emphasizing that only the lucky few had access to it.
Although 2C-B had a reputation as an expensive drug, its appearance was not attractive. It was usually sold as unremarkable tablets or a bitter gray powder that was difficult to sniff. To make it more enticing to users, drug traffickers began adding sweet pink food coloring to the powder. With demand for 2C-B outstripping supply in Latin America, Colombian traffickers began mixing it with cheaper and more readily available imported European drugs such as MDMA and ketamine.
Consumers began calling this pink powder «tusi», a Spanish adaptation of the English pronunciation «2C». In the early 2010s, Quintero said, tusi still mostly contained about 10 percent 2C-B mixed with MDMA and ketamine. By the middle of that decade, however, the 2C-B component had disappeared.
Quintero noted that the «magic formula» was to eliminate the most expensive component. Currently, a gram of tushi costs only $10, a significant drop from the previous price of $100, making it affordable for most partygoers.
Joseph Palamar, a drug-use epidemiologist at New York University, added that the homophones «tusi» and «2C-B» were confusing to an older generation of '90s ravers familiar only with the original 2C-B. But, he says, «the new-school generation probably doesn't realize the difference».
In addition, pink powder's popularity in the club scene has grown significantly due to its social media-ready aesthetic. «It's a beautiful color that appeals to a lot of people» — Palamar said.
This brilliant marketing strategy turns an inconspicuous and expensive synthetic drug into a trendy party accessory available to a wide range of people. However, if tusi had a standardized prescription, the opportunity for users to make informed decisions would increase. But as tusi grew in popularity, the color said less and less about what was actually in the product.
«The situation is that anyone can color any powder pink» — Palamar noted.
The initial rise in the popularity of tusi in Latin America was part of a broader trend: coca and opium production declined from 2007 to 2012 for various reasons, including high seizures of heroin exported to the United States and changing drug preferences. At the same time, the production and trade of synthetic drugs such as 2C-B, MDMA, and ketamine increased. The La Empreza street gang, which claims to be the first to produce and sell tuci in Colombia, revealed in 2022 that their prescription includes not only MDMA and ketamine, but also synthetic methamphetamines, LSD, fentanyl, and other chemicals.
The process of preparing tusi involves mixing different drugs, adding pink food coloring and mixing by hand. This method, while simple, does not guarantee an even distribution of the ingredients, which in turn creates serious risks when consumed, as a single dose may contain dangerous substances such as fentanyl or ketamine.
The ease of preparing tusi not only increases its popularity, but also helps spread the idea that drugs can be made at home. «Tusi has become a new drug for a new generation and popularized the concept of home drug production» — Quintero emphasizes.
A few years ago, tusi was the fifth most popular drug in Colombia. Pink cocaine has become a symbol of Colombia's guarachi music style, often mentioned in songs. One of the songs, «Magia Rosa», includes the lines: «I want pink magic to make me powerful».
Quintero said the rise in popularity of tusi has coincided with the «boom» of reggaeton, small-time drug dealers and sexual tourism in Colombia, giving the drug a distinct cultural coloration for the younger generation. «Those who use cocaine symbolize the old; those who choose tusi symbolize the new».
Tusi is also reflected in Mexican pop culture. Although he is rarely talked about in government or mainstream media, he is often referenced in the corridos tumbados genre, which fuses traditional Mexican music with hip-hop and reggaeton. Mexican rapper Peso Plum achieved international fame with the song «Ella Baila Sola», and his work often touches on drug culture.
Europe, with its popular festivals, has also not been without the spread of tushi. It was first seen on the continent sometime in the last decade or so. Claudio Vidal, director of the Spanish nonprofit Energy Control, said the first major seizure of pink cocaine occurred in 2016, although the first samples were analyzed as early as 2011.
In 2022, the UN noted the emergence of tusi at music festivals in Austria, Switzerland and the United Kingdom, as well as at parties in Spain and Italy. That same year, a survey of more than 1,500 drug users in Europe found that about 20% had tried tusi in the past year. Over the summer, pink cocaine also began to spread in the U.S., especially in New York and California, for the same reasons as in Colombia: its availability and appeal.
Quintero said the rise in popularity of tusi has coincided with the «boom» of reggaeton, small-time drug dealers and sexual tourism in Colombia, giving the drug a distinct cultural coloration for the younger generation. «Those who use cocaine symbolize the old; those who choose tusi symbolize the new».
Tusi is also reflected in Mexican pop culture. Although he is rarely talked about in government or mainstream media, he is often referenced in the corridos tumbados genre, which fuses traditional Mexican music with hip-hop and reggaeton. Mexican rapper Peso Plum achieved international fame with the song «Ella Baila Sola», and his work often touches on drug culture.
Europe, with its popular festivals, has also not been without the spread of tushi. It was first seen on the continent sometime in the last decade or so. Claudio Vidal, director of the Spanish nonprofit Energy Control, said the first major seizure of pink cocaine occurred in 2016, although the first samples were analyzed as early as 2011.
In 2022, the UN noted the emergence of tusi at music festivals in Austria, Switzerland and the United Kingdom, as well as at parties in Spain and Italy. That same year, a survey of more than 1,500 drug users in Europe found that about 20% had tried tusi in the past year. Over the summer, pink cocaine also began to spread in the U.S., especially in New York and California, for the same reasons as in Colombia: its availability and appeal.
However, according to Vidal, we still lack the data to accurately understand where tusi is most popular and who is using it. One of the main problems in studying pink cocaine is its uncertainty, because it's difficult to categorize a drug that relies heavily on a lack of information about its true composition. «We don't have enough data» — he concluded.
Will it bring more danger?
Due to the lack of specialized research on pink cocaine, it is not yet clear how many people experience negative reactions to it.
Some drugs, such as ketamine and MDMA, are not physically addictive — users do not usually use them to relieve withdrawal symptoms as they do with opiates. However, this does not preclude the possibility of psychological dependence. Many people find it difficult to leave the world they built under the influence of ketamine.
Vidal has not noticed an increase in demand for addiction treatment in Spanish rehab centers, at least for the time being. More research is needed to determine whether Tusi users seek help because they don't have a substance use disorder, or if they avoid treatment because of fear and stigma.
The situation may be changing as the composition of tusi is also changing. According to Energy Control's 2023 report, Colombian manufacturers have begun adding addictive substances, such as benzodiazepines, to tusi. Opioids such as heroin, morphine and oxycodone may also be added «to create addiction».
Although cases of fentanyl contamination of pink cocaine in the U.S. have not yet been documented. In recent years, potentially lethal doses of fentanyl have been found in samples of counterfeit prescription pills, methamphetamine, and cocaine. Given its growing popularity, it is likely that pink cocaine will be next in line.
At this point, the most serious risks associated with pink cocaine are probably not related to addiction or accidental overdose. Consumption of this cocktail, especially when combined with alcohol at a party, can lead to greater intoxication than expected.
Unlike opioids, which can cause severe and potentially fatal respiratory depression, «pink cocaine and its constituents typically don't impair breathing, which is a plus» — noted Dr. Maryann Amirshahi, a Washington, D.C., emergency physician. However, young people who prepare it themselves often don't know what they're adding to the mix and may use substances available to them.
Picture the situation: you're at a rave in honor of a friend's birthday. While you're standing in line for the restroom, a stranger offers your friend a pink powder, claiming it will help her have fun. She, thinking it's a stimulant, agrees, but soon begins to feel nauseous and finds herself completely depressed, spending the rest of the party on the couch.
If someone uses stimulants such as cocaine or MDMA (which, although often called a psychedelic, is a derivative of amphetamine), it can lead to a variety of side effects ranging from mild nausea to serious, potentially fatal conditions such as heart failure. Nevertheless, such people usually remain in adequate condition.
Obviously, the best way to minimize the risks is not to use drugs at all. But if you do decide to use, you need to act consciously: know the composition of your drugs and control the doses. All experts strongly recommend avoiding unfamiliar mixtures that look like pink cocaine, as it is virtually impossible to minimize the risks of such use.
Unlike opioids, which can cause severe and potentially fatal respiratory depression, «pink cocaine and its constituents typically don't impair breathing, which is a plus» — noted Dr. Maryann Amirshahi, a Washington, D.C., emergency physician. However, young people who prepare it themselves often don't know what they're adding to the mix and may use substances available to them.
Picture the situation: you're at a rave in honor of a friend's birthday. While you're standing in line for the restroom, a stranger offers your friend a pink powder, claiming it will help her have fun. She, thinking it's a stimulant, agrees, but soon begins to feel nauseous and finds herself completely depressed, spending the rest of the party on the couch.
If someone uses stimulants such as cocaine or MDMA (which, although often called a psychedelic, is a derivative of amphetamine), it can lead to a variety of side effects ranging from mild nausea to serious, potentially fatal conditions such as heart failure. Nevertheless, such people usually remain in adequate condition.
Obviously, the best way to minimize the risks is not to use drugs at all. But if you do decide to use, you need to act consciously: know the composition of your drugs and control the doses. All experts strongly recommend avoiding unfamiliar mixtures that look like pink cocaine, as it is virtually impossible to minimize the risks of such use.
The key problem with using pink cocaine is the possibility of unintentionally ingesting an excessive dose of ketamine. If you do happen to come into contact with ketamine, do not drink alcohol and avoid unfamiliar social situations without reliable support. You should be around people you trust, as you can become very vulnerable.
There is a common misconception that a combination of excitatory and sedative substances, such as MDMA and ketamine, can balance each other's effects. «The problem is that taking time frames into account is not always easy. If a sedative takes longer to take effect than an excitant, you can pass out. Also, there is a risk of an 'exit reaction' — a psychotic breakdown when coming out of the 'k-hole' caused by high doses of ketamine. No one knows exactly how much and what they are using, so it is difficult to regulate doses accurately» — Amirshahi explained.
While experts believe that the risk of accidental fentanyl drug use in the U.S. is currently low, it still poses a serious threat. You don't have to be a professional chemist to perform basic drug tests — harm reduction organizations like FentCheck and DanceSafe work with bars and clubs to distribute inexpensive drug tests to consumers.
Simple test strips can detect the presence of fentanyl in samples. They work similarly to home COVID-19 tests, where you must place a small amount of the substance on a strip and wait for a line to appear confirming the presence of the substance. However, such tests are not always effective in the case of MDMA and can cause false positives when testing mixtures.
There is a common misconception that a combination of excitatory and sedative substances, such as MDMA and ketamine, can balance each other's effects. «The problem is that taking time frames into account is not always easy. If a sedative takes longer to take effect than an excitant, you can pass out. Also, there is a risk of an 'exit reaction' — a psychotic breakdown when coming out of the 'k-hole' caused by high doses of ketamine. No one knows exactly how much and what they are using, so it is difficult to regulate doses accurately» — Amirshahi explained.
While experts believe that the risk of accidental fentanyl drug use in the U.S. is currently low, it still poses a serious threat. You don't have to be a professional chemist to perform basic drug tests — harm reduction organizations like FentCheck and DanceSafe work with bars and clubs to distribute inexpensive drug tests to consumers.
Simple test strips can detect the presence of fentanyl in samples. They work similarly to home COVID-19 tests, where you must place a small amount of the substance on a strip and wait for a line to appear confirming the presence of the substance. However, such tests are not always effective in the case of MDMA and can cause false positives when testing mixtures.
Liquid test kits, such as those provided by DanceSafe, contain reagents that change color when in contact with different drugs. However, Vidal cautions that these tests are also not reliable for tusi, as the reagent for ketamine also reacts for MDMA, and in many samples the two are present together, making interpretation of results difficult. Amirshahi advises to always have naloxone, a nasal spray for opioid overdose, on hand and be prepared to use it.
According to Vidal, in Spain, the composition of the drug continues to change both chemically and visually. Powders of different colors and flavors from the same starting material are also sold under the name «tusi».
Pink cocaine seems to be a success amid the growing popularity of ketamine because it is cheap and easy to produce. But it is also possible that pink cocaine provides social capital and an escape from reality. With this powder, anyone can create an image of enviable glamor on social media and briefly travel to another dimension, at least that's what the cartels advertise. In reality, however, it is just a powder with no special value.
According to Vidal, in Spain, the composition of the drug continues to change both chemically and visually. Powders of different colors and flavors from the same starting material are also sold under the name «tusi».
Pink cocaine seems to be a success amid the growing popularity of ketamine because it is cheap and easy to produce. But it is also possible that pink cocaine provides social capital and an escape from reality. With this powder, anyone can create an image of enviable glamor on social media and briefly travel to another dimension, at least that's what the cartels advertise. In reality, however, it is just a powder with no special value.
