International Women’s Day (IWD) is all about empowerment and giving credit where it’s due—and in the cannabis industry, women deserve a serious shoutout. Whether creating products that meet women’s needs or bringing bold leadership to boardrooms, women lead the charge, set trends, and prove that if you want fresh ideas and substantial ROI, you should follow their lead.

The truth is, supporting women in cannabis is a smart business strategy. Women drive the industry forward, shape company cultures, and build brands that connect with today’s consumers. By aligning your business with female-driven initiatives, you promote inclusivity and tap into a powerful and rapidly growing market segment.

Want to make a real impact? Supporting women in cannabis shouldn’t be a one-day effort—it’s a year-round commitment. From stocking women-owned brands to hosting events that amplify female voices, every action helps create lasting change. Whether highlighting industry leaders or providing platforms for new talent, keeping the momentum strengthens the cannabis community and pushes the industry forward.

Women in Weed: Founders, CEOs, and Influence

Women are making serious moves in the cannabis industry—from launching standout brands to taking on top executive roles. They’re not just filling seats; they’re leading with fresh ideas and proving that the future of cannabis is female. Let’s dive into how these women drive innovation, build thriving businesses, and bring fresh energy to the industry.

Celebrating Female Founders

When women are in the room, shit gets done. Take Nancy Whiteman, CEO of Wana Brands, for example. She didn’t just build a brand; she transformed Wana into a powerhouse, making it one of North America’s top-selling edible companies. Oh, and she landed a $297 million acquisition deal with Canopy Growth—no big deal.

Then there’s The TOKE Agency, a women-founded business with a dynamic all-female team redefining innovative, creative marketing in the cannabis world. TOKE helps cannabis brands thrive with strategies that are as bold as they are compliant. These women aren’t just making waves—they’re creating new opportunities, filling gaps in the market, and proving that when women lead, everyone wins.

Leadership Representation

The cannabis industry is breaking not only stigmas but also records for gender diversity. According to a 2023 report by MJBiz, women hold 39% of executive positions in cannabis companies, up from 21% in past years. With more women stepping into influential roles daily, this trend shows no signs of slowing down.

Women in cannabis leadership aren’t just filling quotas—they’re driving change. They’re involved in every aspect of the industry, from investment strategy, like Codie Sanchez at Entourage Effect Capital, to guiding iconic brands, like Stormy Simon at High Times. These leaders bring fresh perspectives, influence policies, craft business strategies, and push for a more innovative and inclusive cannabis culture.

As the industry continues to mature, the impact of female leadership will only grow. Women have a lot to contribute to the conversation and are making sure that as cannabis expands, it does so thoughtfully and equitably. With women at the helm, the future of cannabis looks not only green but also balanced, dynamic, and full of fresh ideas.

Industry Influence

Beyond the boardroom, female leaders are driving cultural change. Women in the marijuana industry are reshaping the culture of cannabis from the inside out. Beyond executive roles and brand leadership, female leaders advocate for equity, promote inclusive hiring practices, and use their influence to uplift marginalized communities. Their approach is more than business—it’s about building an industry that thrives on diversity, fairness, and opportunity for all.

Organizations like Women Grow, founded by Jazmin Hupp and Jane West, are perfect examples of this impact. Through education, empowerment, and connection, Women Grow helps women find their place in the cannabis world—whether as entrepreneurs, executives, or advocates. Programs like these are critical to ensuring that the cannabis industry expands with diversity and inclusivity at its core.

Filling the Gaps in the Market

For years, women’s wellness and preferences have been overlooked in mainstream markets, and cannabis has been no exception. But that’s changing fast. Women-led brands create innovative formulas, aesthetics, and experiences that speak directly to the female gaze. 

Brands are moving beyond the hyper-masculine, high-THC, one-size-fits-all approach and crafting products that feel intentional—thoughtfully designed, visually appealing, and tailored to how women shop and consume. Instead of chasing trends, they’re creating a space where cannabis fits seamlessly into women’s lifestyles, whether through beautifully packaged pre-rolls, discreet edibles, or functional wellness products that prioritize both style and substance.

The Wellness Shift: Weed for the Modern Woman

Women are taking control of their health, and the market is following suit. The global women’s health industry hit $49.33 billion in 2024 and is set to grow 5.1% annually through 2030. And guess what? Women aren’t just looking for generic wellness fixes—they want clean, functional, and plant-based solutions that fit seamlessly into their routines.

Forget the old-school, high-THC focus—female consumers are driving demand for micro-dosed edibles, CBD-rich products, and stress-relieving tinctures that work for their lifestyles. According to Nutritional Outlook, women want products that prioritize balance, sleep, and daily wellness, and cannabis is stepping up to deliver. And the industry is finally catching on: when women lead, wellness gets a serious glow-up.

Cannabis for Women’s Health

While women make 80% of healthcare decisions in the U.S., the market has been slow to prioritize solutions tailored specifically to them. That’s where cannabis is making a difference—offering plant-based alternatives for everything from menopause to stress relief.

Brands like Hello Again, led by CEO Lisa Williams, are setting a new standard with cannabinoid-powered vaginal suppositories designed to support women through menopause, menstrual discomfort, and promote overall balance. This is more than just a wellness trend—it’s a long-overdue shift. With 73% of female cannabis users citing relief from stress and anxiety as a top reason for consumption, it’s clear that women aren’t just looking for a high—they’re looking for genuine, targeted support.

As the cannabis industry struggles with stagnant sales and shifting regulations, the demand for women’s wellness products could be the boost it needs. Women aren’t just a niche market—they’re the primary consumers driving the wellness space, and brands that recognize this are tapping into one of the industry’s most significant growth opportunities.

How Your Dispensary Can Make an Impact on International Women’s Day

Supporting women in cannabis shouldn’t be a once-a-year social media post—it should be a real, ongoing commitment. International Women’s Day (IWD) is the perfect time to highlight the incredible women shaping the marijuana industry, but the effort shouldn’t stop there. Whether stocking women-owned brands, hosting events, or giving back to female-focused initiatives, your dispensary can be a hub of support and celebration all year. Here’s how to make it happen.

Stock Women-Owned Brands

Want to make a difference? Start with your shelves. Carrying female-founded brands supports women in the industry and brings fresh, innovative products to your customers. Plus, your budtenders get an extra selling point—nothing builds community like sharing the story behind a woman-owned brand.

Host Women-Focused Events

Why not throw an event that means something? Partner with women for product demos, wellness workshops, or panel discussions featuring female cannabis entrepreneurs. Or, make it fun—host a discount day on products designed for women, like microdosed edibles, stress relief tinctures, or pretty pre-rolls that fit perfectly into a busy lifestyle.

Run Special Promotions

Put your money where your mission is. Offer exclusive discounts on women-owned brands or create special product bundles highlighting female-led innovations. These promotions drive sales and introduce your customers to brands they might not have discovered otherwise.

Double Up on Loyalty Rewards

Loyalty programs are an easy way to show some extra love on IWD. Offer double points on purchases from women-owned brands or a bonus reward for female customers shopping that day. It’s a simple way to boost engagement while giving back to the women who support your shop.

Give Back to Women-Focused Causes

Want to go beyond the dispensary? Donate a portion of sales to women-focused nonprofits or support local organizations that uplift women in your community. Whether it’s funding mentorship programs, advocacy groups, or shelters, this kind of meaningful action speaks louder than any Instagram post ever could.

Keep the Momentum Going: Supporting Women in Cannabis Beyond IWD

International Women’s Day is a great time to spotlight the women shaping the cannabis industry—but the real impact comes from year-round support. Women drive innovation, build standout brands, and create space for a more inclusive industry. The best way to celebrate? Keep the momentum going long after March 8th.

Looking for meaningful ways to support women in cannabis? The TOKE Agency—a women-founded team—has you covered. Let’s team up on promotions, storytelling, and year-round initiatives that make an impact. Reach out, and let’s get to work.

Key Takeaways

• Women Are Leading Cannabis: From launching brands to holding top executive roles, women are shaping the industry and setting the trends.
• Women-Focused Products Fill a Market Gap: Female-led brands create cannabis products that prioritize wellness, balance, and everyday relief.
• Support Goes Beyond IWD: Stocking women-owned brands, hosting events, and running promotions make a lasting impact. Need a plan? The TOKE Agency can help.