Women are driving a significant shift in the cannabis industry, fueling innovation and redefining market trends with a focus on wellness. As more women turn to cannabis for stress relief, better sleep, and pain management, brands are adapting to meet this demand with tailored, health-conscious products.
The Rise of Women-Centered Cannabis Products
From wellness edibles to beauty and self-care products, the cannabis industry is tapping into this powerful consumer demographic. The trend reflects a broader movement toward intentional cannabis use, where women seek products that seamlessly integrate into their daily routines.
“Women are leading the way in purposeful cannabis use, focusing on wellness goals like stress relief and improved sleep,” said David Kooi, CEO of Jointly, a Los Angeles-based cannabis discovery app.
Jointly reports that 55% of its users are women, who are also more likely than men to consume cannabis with a partner (28% vs. 19%). Women also experience a 10% higher success rate when using cannabis for recovery and pain management.
Why Traditional Marketing Misses the Mark
Despite this surge in female cannabis consumers, many brands still rely on outdated marketing tactics—such as simply using pink or purple packaging—rather than understanding what women actually want.
“Labeling something for women or throwing a pink or purple package on it is not enough anymore,” said Chloe Steerman, COO of Denver-based cannabis marketing firm Grasslands. “Women consumers see right through that, and we know what we want.”
The challenge? Many cannabis brands still have male-dominated leadership, making it difficult for female-focused product innovations to gain traction. However, some industry pioneers are breaking the mold.
Meeting Women’s Specific Needs with Purpose-Driven Products
One success story comes from Narmin Jarrous, Chief Development Officer at Exclusive Brands. After struggling with endometriosis, she launched Neno’s Naturals, a cannabis-based product designed to help manage pain.
“It was really empowering to create something when traditional medicine failed me,” Jarrous said. “If brands aren’t already targeting women, they’re missing the mark.”
Women don’t just represent over half of cannabis consumers, but they also make the majority of household purchasing decisions. From groceries to wellness products, women are key decision-makers, making it essential for cannabis brands to cater to their needs.
Ancient Wisdom Meets Modern Cannabis
Blending tradition with innovation, Smrita Choubey, CEO of Veda Warrior, is introducing Ayurveda-inspired cannabis wellness solutions. Her company offers artisanal cannabis-infused cooking oils and butters, promoting holistic healing through ancient Ayurvedic principles.
With 65% of Veda Warrior’s customers being women, the brand is expanding to include a new line of wellness-focused gummies and balms, including Cramp Relief, Joint Comfort, and Deep Rest formulas.
“Our mission is to research ancient Ayurvedic scriptures to understand references to cannabis,” Choubey said. The company is also hosting women’s health cooking classes to educate consumers on natural healing ingredients for different life stages.
The Future of Women in Cannabis Wellness
As more women embrace cannabis for self-care, brands have a golden opportunity to innovate and connect with this growing market. By creating products that genuinely support women’s health and wellness—rather than relying on superficial marketing—cannabis businesses can drive meaningful change and long-term industry growth.