Luxury, Wellness, & Women: Why Female-Focused Cannabis Brands are the Future
- Jade Stone Branding
- Mar 24
- 3 min read
Updated: Apr 4
Despite currently accounting for only 39% of C-Suite executives in the field and representing 37% percent of consumers, women are becoming a dominant force in the cannabis industry. Take Miss Grass, Broccoli Mag, and the countless other women-owned brands that have dominated the industry in the past few years. These companies have fundamentally changed the way we purchase and consume cannabis products by keeping female customers at the forefront.
Redefining the Cannabis Experience
While flower remains the top-selling cannabis product, studies show that women prefer more discreet and convenient consumption methods, such as pre-rolls, tinctures, and edibles.
These formats offer greater control over dosage, a more wellness-focused approach, and a stigma-free experience.
Brands catering to female consumers have taken note, leading to a shift in product development. Companies like Garden Society craft low-dose edibles designed for relaxation, while brands such as Her Highness focus on sleek, pre-dosed vape pens and tinctures. By prioritizing accessibility, wellness, and lifestyle integration, women-led brands are reshaping the cannabis experience for modern consumers.
The Importance of Aesthetics
Rather than relying on generic, uninspired packaging, cannabis brands are finally starting to focus on how design elements influence consumer perception. Luxe packaging elements like embossing, foiling, glass jars, and tin containers are becoming more prevalent, signaling a shift toward premium and sustainable design.
But aesthetics go beyond packaging - brands should ensure that every touchpoint, from their business cards to their interior spaces to their digital presence, exudes sophistication and intentionality.
Brands like House of Puff embrace artistry with packaging inspired by fine art, while Leune combines clean, minimalist designs with luxurious, sustainable materials. Others incorporate emotional storytelling into their designs, making each product feel like a curated experience.
This shift toward luxurious and thoughtful design elements uplifts the cannabis industry, creating a seamless blend of beauty, functionality, and sustainability that resonates with modern consumers.
A Health & Wellness Focus
As cannabis shifts further into the wellness space, brands are rethinking how they present their products - not as a way to simply get high, but as a tool for balance, relief, and self-care. This approach invites canna-curious consumers who may be hesitant due to outdated stereotypes.
Take JANE, a company founded by a cancer survivor. It features CBD, which has long been known as a remedy for the side effects of chemotherapy. The products also support relief for anxiety, depression, and menstrual pain.
Other brands, like Equilibria, tailor CBD products for women’s unique health needs, from stress management to sleep support. As more women seek natural alternatives for their well-being, expect cannabis brands to lean into education, transparency, and wellness-driven formulations.
Building a Strong Community
Female-centric brands prioritize community building, fostering deeper connections through events, workshops, and online forums.
Ganja Yoga is a prime example. Since 2009, founder Dee Dussault has offered cannabis-enhanced yoga classes, creating a dedicated community where women share insights on wellness, micro-dosing, and mindful living. This focus on creating a welcoming space for women to explore wellness together is shaping the cannabis industry's future.
Similarly, Buy Weed from Women has built a strong community by supporting women-led cannabis businesses. The platform serves as a directory to connect consumers with women-owned cannabis brands and highlights events that empower and uplift women in the cannabis space.
By offering both an online space for discovery and opportunities for in-person engagement, Buy Weed from Women fosters a sense of support and inclusion within the cannabis industry.
Looking to the Future of Female-Focused Cannabis Branding
As the cannabis industry continues to evolve, female-focused branding will play a critical role in shaping its future.
The future of cannabis will be led by female innovators who create products and experiences that empower consumers, fostering a space that is both inclusive and purposeful.
Brands that truly understand and cater to women’s unique experiences will move beyond stereotypes, prioritizing authenticity, wellness, and inclusivity, and shape the market's future - not through cliché pink bongs or floral packaging, but by creating products and messaging that genuinely resonate.
Summary:
Redefining the Cannabis Experience
The Importance of Aesthetics
A Health & Wellness Focus
Building a Strong Community
In short, the future of the cannabis industry is inextricably linked to the female consumer. Brands that recognize this and adapt their strategies accordingly will be the ones that thrive in the years to come.
The rise of female-centric branding is not simply a trend but a fundamental shift that will shape the industry's trajectory and redefine the cannabis experience.
View our portfolio to see how Jade Stone builds powerful brands that propel women in cannabis.
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