Women and the New Cannabis Market

The legal cannabis industry traditionally has been overwhelmingly male-dominated in leadership, marketing, and consumer base. But as more women enter the space — or rather, reclaim it — the industry is beginning to rethink how it speaks to the distaff half of the consumer population.

Women consumers aren’t just a niche demographic. They represent a massive and growing market that demands more than pink-washed packaging. Women want brands that understand them, products designed for their needs, and marketing that actually reflects their lifestyles.

So why has it taken the industry so long to catch up? And what does truly effective marketing to cannabis-consuming women look like?

Retailers and marketers who are all-in for reshaping cannabis consumer marketing recommend reaching beyond outdated stereotypes and eschewing a one-size-fits-all approach.

Why young women are embracing cannabis

Women are the fastest-growing consumer demographic in cannabis. Traditionally, cannabis marketing catered to men: particularly younger males drawn to “stoner-bro” humor and heavy dosages. But that landscape is shifting. Women increasingly turn to cannabis for wellness-focused reasons like relaxation, sleep aid, anxiety relief, pain management, and self-care — and, just like men — for recreation.

“The youngest female cannabis consumers have essentially come of age with legal cannabis,” said Avaans Media founder Tara Coomans. “They are Cannabis 2.0. They see very little stigma, and they certainly don’t feel any connection to Reefer Madness or the war on drugs. Those things just aren’t part of their experience. Women are just becoming more and more conscious about what they put in their bodies, and alcohol isn’t fitting into their paradigm; instead, cannabis is taking that spot.”

This generational shift in perspective is key to understanding why more young women are embracing cannabis. Free from the stigma that shaped past narratives, they’re exploring the plant on their own terms. But it’s not just evolving attitudes that are fueling growth. Access and convenience play a major role, too.

“The landscape has completely changed since I was covering the cannabis industry for The Denver Post back in 2013 to 2016,” said Grasslands founder Ricardo Baca. “We’re not just seeing more young women consumers. We’re seeing more young women consumers finally being open about consumption they’ve been doing for decades.

“We also can’t ignore the biggest trigger here: hemp D9,” he continued, referring to intoxicating hemp-derived delta-9 THC, which is available in mainstream shops in many states thanks to hemp’s removal from the Controlled Substances Act in 2018. “When women can grab a four-pack of Fable’s award-winning THC cocktails at Total Wine or order Hometown Hero’s scrumptious live-rosin gummies online instead of hitting a dispensary, that changes everything. It’s about accessibility, sure, but it’s also about comfort and normalization.”

Not all women are comfortable picking up products that rival legal cannabis’s strength and effects at the local convenience store, though. Typically, women are more cautious about what they put into their bodies, according to Coomans. They read labels; they must trust the manufacturer and the retailer to provide products that are safe and produce the desired effects before they make a purchase. That’s why many prefer to shop at licensed dispensaries, which by law must ensure products have been tested for purity and come from licensed sources that track everything about every product, from seed to sale. Dispensary products also must be clearly and accurately labeled with THC percentages per serving, and dispensary staff members are educated and able to address questions and concerns.

All of those things are voluntary online and in states where sales of hemp-derived THC are allowed in traditional retail stores.

“The retail experience of cannabis dispensaries is enjoyable to a lot of women. In fact, 91 percent say they prefer to purchase at dispensaries,” Coomans said. “Female shoppers really like the engagement of talking to someone who is listening to them, thinking about what they need, and making personalized recommendations. In short, they trust budtenders. Also, women like to know what they’re buying: they like to buy from brands who they feel understand them. The best brands understand this, and young women are responding.”

Coomans also believes women tend to rely on ratings, reviews, and word of mouth more than men do. 

“Cannabis is shedding its stigma and becoming a go-to for wellness,” said Jointly co-founder and Chief Executive Officer David Kooi. “Young women are turning to it for stress relief, better sleep, and everyday balance. The key is showing how cannabis enhances life.”

The shift in cannabis consumption among young women signals a broader evolution in the industry — one that prioritizes wellness, transparency, and trust over outdated marketing tropes. From dispensary experiences to branding and product development, the future of cannabis marketing lies in authenticity and connection. The companies that recognize and respect those concepts won’t just attract women consumers; they’ll also earn their lasting loyalty.

“The industry is finally waking up and realizing we’re literally celebrating a feminine flower here,” Baca said, alluding to the fact that only female plants produce cannabis’s most valuable component. “Look at brands like Wyld, Pure Beauty, or Ladylike. They get it. The packaging is gorgeous, the products are nuanced, the aesthetics are on-point, and more and more they’re being sold in elevated retail environments that are more inviting to consumers of all kinds, like Housing Works Cannabis in New York City. I really love seeing some of these cannabis brands opening up and experimenting with more stylized marketing.”

How cannabis brands finally are marketing to women

Although things are moving in the right direction when it comes to serving female consumers, much work remains to be done. KCSA Senior Vice President Ellen Mellody compared the shift in cannabis marketing to personal care products, which often approach different consumer segments with similar but subtly different branding.

“Look at soap,” Mellody said. “Dove’s soft-white packaging appeals to women, while men’s body wash comes in black-and-red bottles. The same shift is happening in cannabis: Brands are moving away from masculine, stoner-centric imagery and leaning into sophisticated, wellness-driven branding that resonates with women.”

This means softer color palettes, a more minimalist packaging aesthetic, and an emphasis on education and approachability. Brands also are blending cannabis marketing with mainstream health-and-beauty trends — particularly in CBD and microdosing spaces.

“We’re seeing it on the hemp product side, as well as microdosing being advertised as part of the self-care routine,” Mellody said. “Another area taking off, whether it be with partnerships or in-house branding, is beauty and skincare. That’s really resonating with female audiences.”

Still, Coomans noted much of the industry remains male-dominated, with high-THC products and “bro” marketing remaining quite prevalent.

“There’s still a lot of masculine messaging, along with ‘bro’ and ‘booth babe’ mentality,” she said. “Are there brands speaking directly to women? Absolutely. But I think there is still a huge opportunity to really create loyalty with female consumers.”

“Even though women buy cannabis from dispensaries almost exclusively, woman-centric products still have a tougher time breaking in and getting shelf space,” she continued. “To put this in perspective, 80 percent of all female-owned businesses in the [United States] make less than $100,000 a year, and women-owned companies receive only 2.1 percent of venture capital investment nationally. Being a woman in cannabis is at least that difficult.”

Because female owned brands tend to be under-resourced, it’s harder to break through the retail noise with models like in-store promotions or premium visibility. Moreover, many dispensary buyers don’t seem to understand the female shopper; instead, they order what they’d like to try rather than thinking about the cannabis experience from a female perspective.

“It’s not enough to say, ‘We want to reach women who like this activity,’” Coomans said. “Brands really need to walk the walk with female consumers and be thoughtful of the entire product and brand experience. An example is packaging: It doesn’t need to be pink to appeal to women, but I think a lot of assumptions are made in the early stages that really impact launch, and then brands can’t put a finger on why they aren’t getting picked up, or why the product isn’t selling in stores. It really underscores the need to do research before you ever start marketing to female consumers. Then, once the product is in stores, it’s essential to really dig deep to engage the female consumer and meet them where they are.”

Without intentional efforts to understand and cater to women, brands risk alienating a massive segment of buyers. Aesthetics are only part of the issue. To be truly successful, brands that hope to attract female fans must create an experience that feels relevant, inclusive, and aligned with modern women’s way of approaching life.

“Remember those cringy Spirit Airlines and Totino’s 4/20 campaigns? All puns and stoner jokes? That won’t resonate with a lot of women these days,” Baca said. “Women have better taste than that. I’m betting we’ll see brands like Bumble or Sephora getting into the game. Victoria’s Secret might finally acknowledge that many of their customers consume cannabis. It’s about sophistication, not stereotypes.”

Making 4/20 matter to women consumers

So, how will brands adjust their 4/20 strategies to attract a new audience in 2025? 

“I think it’ll be exciting to see what brands come up with, because this movement is here to stay,” Mellody said. “Brands that have leaned into the women’s demographic, like Miss Grass or Her Highness, will undoubtedly run specials for women or offer curated selections of products and specials, but I’m interested to see what else is on the menu.”

While discounts undoubtedly are a key driver for many women who consume cannabis, reducing their experience to just deal-seeking overlooks the broader, more dynamic ways the plant fits into women’s lives. Women aren’t looking for a half-off wellness narrative. They want brands to recognize their full spectrum of interests, ambitions, and identities all year long. This means moving beyond clichés and tapping into the diverse ways women engage with cannabis, not just as a remedy but as an enhancement to their everyday lives.

“Smart brands will push personalization and wellness or influencer-driven storytelling,” Kooi said. “The best 4/20 campaigns will show women how cannabis fits meaningfully into their lives. Let 4/20 be a day of new beginnings in wellness and living good — not a boring, stale reinforcement of old stereotypes.”

Kooi’s perspective highlights a crucial shift: Women don’t want to be marketed to; they want to see themselves reflected in the narrative. But while wellness and personalization are key, there’s still a risk of falling into stereotypes. Not every woman sees cannabis as a self-care tool, and not every consumer fits neatly into a wellness-focused box.

“I think we’ll see an emphasis on cannabis for stress reduction, and I think that’s an oversimplification of the female experience,” Coomans said. “I see a lot of this tendency — especially in cannabis — to make identities one-dimensional, but women are multidimensional. Many female cannabis users aren’t self-identifying as having a cannabis lifestyle; instead, cannabis fits into their lifestyle.”

Coomans would love to see companies engage an all-encompassing embrace of the complexity of the female experience. For example: Rather than assuming all female consumers are yoga fanatics or all women do yoga to relax, consider how empowerment can be more relaxing for certain personality types and energy levels.

“What would it look like to celebrate women athletes or female weightlifters or female [mixed martial artists]?” she asked. “What about everyday women doing extraordinary things? Women can be very inspired by things they themselves don’t do. And what about being part of their lives in places where they aren’t using cannabis? Are brands understanding their role there?”

The marketing shifts cannabis brands can’t ignore

Marketing to women requires more than just rebranding: It takes real intention. Women buy from brands they trust, but many cannabis brands still make assumptions about their audience instead of truly understanding them.

Move beyond surface-level “feminine” aesthetics

Women don’t need pink packaging to feel seen. Instead, they value thoughtful design and messaging that aligns with their lifestyle.

Ditch outdated advertising tropes that lazily lean on sexuality

“Fifty-one percent of women have boycotted a brand because of its portrayal of women in advertising,” said Coomans. “Scantily clad models don’t resonate.”

Highlight social responsibility

Messaging around gender equality, sustainability, and community impact will go further than simple discount-driven campaigns, especially for today’s eco-conscious audience.

What women want from 4/20 (Hint: not just discounts)

Since women are largely experience-driven shoppers, dispensaries that tailor their 4/20 promotions to offer more than just discounts will gain the most traction.

“While discounts are nice, that’s not what really drives women shoppers,” Coomans said. “Maybe ladies’ night would be a hit, or a VIP experience. As young women drink less, they may be more inclined to have a girls’ night at home. So, what can cannabis brands do to be part of that experience in an omnipresent way?”

Coomans suggested stores conduct a pre-4/20 audit of the number of women-owned brands on their shelves and ensure budtenders are fully informed about those brands. But she also issued a caveat.

“Women do love supporting women owned businesses, but it’s folly to assume they only buy from women-owned businesses,” she said. “Dispensaries should have a lot of data about the customer and shopping patterns, so use this to really let your female shoppers inform your purchasing decisions and engagement ideas.”

Mellody believes dispensaries can succeed by mimicking female-led companies outside the cannabis space.

“As cannabis becomes more mainstream, there’s a larger emphasis on education, sophistication, and functional benefits similar to how alcohol brands market to female consumers, like the ‘wine mom,’” she said. “We also need to think about the fact that everything is digital now, and there are a lot of female influencers out there who’ve been reshaping consumer choices with more wellness-driven content. Sort of like the ‘wine mom’ evolving into the ‘canna mom.’”

For brands looking to capture this audience, the message is clear: Women aren’t an afterthought or a niche. They compose half the market, and they’re here to stay.

“Hire women. Listen to them. Let them lead,” Kooi suggested. “Too often, brands assume what women want instead of asking them. The best companies engage female consumers directly through advisory boards, focus groups, and leadership roles. Women aren’t a niche market; they are the future of cannabis. The brands that recognize this will win.”

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