Actresses Gwyneth Paltrow, Reese Witherspoon and Mila Kunis have a new message of empowerment for women: They say it’s time to embrace crypto.

They are among a wave of female celebrities pitching cryptocurrencies and NFTs to women, saying the unregulated, volatile market is a boys’ club that they can breach. Stopping short of directly telling their audience to invest, they call for women to do their research and enter the arena. The time is now, they say, to develop a sisterhood of crypto enthusiasts.