Women in Cannabis 2025: How Female Leaders Are Shaping Retail, Wellness, and Equity
The cannabis industry is changing and women are at the center of that shift. Whether running dispensaries, launching wellness-focused brands, or shaping policy from the inside out, women are helping to redefine what leadership looks like in cannabis. In a space that’s still finding its footing when it comes to equity and innovation, women-led businesses are standing out by building community, prioritizing inclusion, and delivering products and experiences that meet real-world needs. As competition grows and regulations tighten, these leaders are proving that diverse perspectives are good ethics and smart business.
Women Leading the Way: Visionaries Changing the Cannabis Landscape
When it comes to shaping the future of cannabis, a number of standout women are not only breaking glass ceilings—they’re building entirely new frameworks for success. Across the U.S. and Canada, female entrepreneurs, advocates, and executives are proving that diverse leadership drives meaningful change. Let’s spotlight a few of the trailblazers redefining what leadership looks like in the cannabis industry.
Wanda James – Advocating for Equity Through Business
Wanda James, founder of Simply Pure in Denver, holds the distinction of being the first Black woman in the United States to own a vertically integrated cannabis business. Her influence extends far beyond the dispensary walls. As a vocal advocate for social justice, James recently called out the University of Colorado for a marketing campaign she viewed as racially tone-deaf—once again using her platform to push for equity and representation across sectors. Her approach to business blends activism with smart retail strategy, making her a cornerstone of both commerce and culture in cannabis.
Dr. Chanda Macias – Leading with Inclusion and Innovation
As the CEO of Women Grow, Dr. Chanda Macias has long been at the forefront of creating space for women and minorities in cannabis. At the 2025 Women Grow Leadership Summit, she emphasized the untapped potential of products tailored to women’s health—including solutions for menopause, chronic pain, and hormonal wellness. Her work connects education, entrepreneurship, and advocacy, making her a critical voice in shaping a more inclusive industry.
Abi Roach – Cultivating Community in Canadian Cannabis
Based in Toronto, Abi Roach is best known as the founder of Hotbox Café, one of Canada’s first cannabis consumption lounges. Her work has helped normalize cannabis culture in public spaces while building a strong, loyal community around education and advocacy. Although she has since moved into broader regulatory roles, Roach remains a key figure in the Canadian cannabis scene and continues to be featured in industry networks focused on women’s leadership and reform.
These leaders are just a few examples of how women are using entrepreneurship, advocacy, and innovation to reshape the cannabis industry. By blending purpose with performance, they’re setting new standards—not just for success in cannabis, but for what inclusive leadership can look like in any emerging market.
Women-Owned Retail & Brands: Redefining Cannabis Through Care and Clarity
In today’s competitive cannabis market, women-led businesses are setting themselves apart by focusing on what matters most to consumers: wellness, trust, and experience. These dispensaries and brands aren’t just selling products—they’re shaping more thoughtful, inclusive cannabis ecosystems. Their influence is especially clear in three key areas:
1. Wellness-Driven Products
Female entrepreneurs are leading the charge in developing products that address real-life needs like stress relief, better sleep, and chronic pain management. This wellness-first approach continues to resonate with modern cannabis consumers, particularly women seeking alternatives to pharmaceuticals
2. Elevated Customer Experience
Studies show women influence up to 80% of purchasing decisions in the U.S. cannabis market. They’re driving demand for clean, clearly labeled products that align with holistic health goals. Women-led dispensaries often go above and beyond in creating welcoming, informative retail spaces that emphasize education and trust
3. Business Performance & Leadership
Companies embracing gender diversity are also seeing bottom-line benefits. In Canada, Aurora Cannabis now has 43% women in executive roles, earning public recognition from The Globe and Mail for its commitment to diversity, equity, and inclusion
Whether it’s formulating wellness-focused SKUs or designing more intentional shopping experiences, women-owned cannabis businesses are rewriting the playbook on what success looks like. Their approach is showing that when you put people and purpose first, performance follows.
Barriers and Breakthroughs: The Road to Representation
Even as more women gain visibility in cannabis leadership, structural barriers continue to slow true equity. The story is not one of stagnation but of incomplete progress.
Women in Leadership: A Promising Climb, But Not a Plateau
According to a recent Forbes report, women now hold nearly 40% of executive roles in the U.S. cannabis industry, up from just 12.1% in earlier years. That’s a major step forward for representation. But while the C-suite may be more inclusive, female CEOs remain rare, and many women still face a lack of mentors, board-level visibility, and financial backing.
Dina Rollman, CEO of StrainBrain, underscores this gap: “There is a dearth of female CEOs to support and mentor each other... I hope the future of cannabis and cannabis-tech opens more doors for women to lead.”
Funding Still a Sticking Point
Echoing earlier concerns from equity pioneer Wanda James, many women continue to be excluded from full participation due to systemic barriers in banking, fundraising, and ownership. While women may occupy executive roles, actual business ownership dropped from 22.2% in 2022 to just 16.4% in 2023. As industries embrace AI and automation, women in cannabis-tech face an uphill battle for capital and visibility, even when their credentials and performance speak for themselves.
Community Over Competition
One of the most promising trends is the shift toward collaboration over competition among women. Leaders like Cristy Aranguiz, CEO of Cannabis & Glass, stress the importance of building "ladders of opportunity" for other women especially those from marginalized communities.
Women as Consumers, Not Just Executives
Wendy Bronfein, co-founder of Curio Wellness, adds another layer to the narrative: women are not just shaping the industry from the top down, they’re driving it from the ground up. “Women aged 19 to 30 are now consuming more cannabis than men for the first time since records began.” Their needs and preferences are reshaping product categories, packaging, and retail formats, giving women-led brands a strategic edge in connecting authentically with their audience.
These challenges and shifts reveal where the industry must grow. Supporting women through mentorship, access to capital, and inclusive product development isn’t just the right thing, it’s a smart business strategy for long-term success.
Diversity as Strategy: Why Inclusion Is Good for Business
Diversity is a catalyst for stronger brands, deeper consumer trust, and smarter decision-making. Women-led cannabis companies are proving this with both cultural influence and bottom-line performance.
Innovation Starts at the Top
At Green Leaf Lab, founder Rowshan Reordan set new industry benchmarks by launching one of the first woman-owned cannabis testing labs in the U.S. Her leadership helped raise safety and compliance standards across North America.
Women Are Driving Market Trends
Women are now the fastest-growing consumer segment in cannabis, and they’re demanding transparency, clean ingredients, and intentional branding. Businesses that reflect these values are better positioned to earn their trust.
Wellness Isn’t a Niche—It’s a Strategy
Women also report higher satisfaction with cannabis use, especially for managing pain and aiding recovery, nearly 10% higher than men, according to recent reports.
Building a business with diversity at its core is strategic. Prioritizing women as both leaders and consumers strengthens your brand’s relevance, loyalty, and profitability.
Mentorship & Networks: Where Women in Cannabis Connect and Grow
One of the most powerful tools for advancing women in cannabis is connection. Through mentorship programs, leadership networks, and grassroots support systems, women are lifting each other up—and creating new opportunities across the industry.
Women Grow
As one of the most influential cannabis organizations in North America, Women Grow continues to amplify women’s voices. Its 2025 Leadership Summit brought together founders, educators, and investors for panels focused on equity, wellness, and leadership development.
Cannabis Women’s Network & ACCRES
In Canada, these organizations offer mentorship, funding support, and advocacy to help women navigate the unique challenges of licensing and business development.
Weed Auntie – Solonje Burnett
Solonje Burnett, a Queer Black entrepreneur from NYC, is building intersectional healing spaces through her platform Weed Auntie. Her work uplifts queer-led brands and expands the definition of cannabis community and care.
These networks are more than professional groups, they’re ecosystems of support that help women overcome barriers, access capital, and lead with confidence. Every dispensary or clinic can benefit from getting involved.
Actionable Takeaways for Retailers and Clinics
If you want to attract and retain the fastest-growing customer demographic, and build a future-ready business, start here:
Curate for Women’s Needs: Stock products that support sleep, stress relief, pain management, and hormonal wellness. Label clearly and promote with care.
Feature Women in Your Brand Story: Highlight female founders, budtenders, and team members in marketing and on in-store displays. Representation builds trust.
Join Industry Networks: Get involved with Women Grow, Cannabis Women’s Network, or ACCRES to access education, mentorship, and partnerships.
Track Your Own Equity Stats: Set internal benchmarks for diversity. Aiming for 40%+ women in leadership aligns with best-performing cannabis firms.
Create Women-Friendly Retail Spaces: Offer clean visuals, wellness-centered language, calming atmospheres, and knowledgeable staff who prioritize education and empathy.
Questions
1. How can I make my dispensary or clinic more appealing to female customers?
Creating a retail experience that resonates with women starts with understanding their values: trust, clarity, and care. Women are more likely to shop where they feel heard, respected, and informed. Start by offering wellness-driven products and clearly labeled ingredients, especially items focused on stress, pain, sleep, and hormonal support. Make your store layout welcoming with thoughtful design, calming lighting, and staff who are trained to educate, not just upsell. Women also respond well to storytelling and authenticity, so be sure to highlight the women behind your brand, your mission, and your products. Whether you’re in downtown Toronto or suburban California, creating a space where women feel comfortable and seen will directly impact engagement, loyalty, and word-of-mouth growth.
2. What strategies help women advance to leadership roles in cannabis retail?
Supporting women in leadership is about building an environment where women can lead, grow, and influence. Offer mentorship opportunities and leadership training tailored to your team’s real-world challenges. Encourage open feedback and create pathways for advancement that are transparent and merit-based. Consider joining or collaborating with networks like Women Grow or ACCRES, which provide access to executive coaching, legal support, and capital introductions. In Canada, look into provincial business grants that support diversity; in the U.S., tap into state equity programs that prioritize inclusive hiring. By investing in the women already in your organization, you cultivate a leadership pipeline that reflects the diverse needs of your customers.
3. What product categories resonate most with female cannabis consumers?
Women are drawn to products that align with wellness, intentional living, and holistic care. Leading categories include low-dose edibles, which offer controlled experiences; topicals, which appeal to non-inhalation users seeking localized relief; and functional beverages, especially those targeting stress reduction, sleep support, or social relaxation. Tinctures and capsules with clean ingredients and measured dosing also perform well. In Canada, menopause- and menstrual-support products are gaining traction, especially those with CBD-dominant formulations. In the U.S., female consumers are seeking products with transparent sourcing, natural additives (like chamomile or adaptogens), and discrete packaging. Regardless of geography, the key is clear labeling, authentic marketing, and educational support to help consumers navigate options confidently. Offering sample packs, informative shelf talkers, and in-store events focused on women’s wellness can further boost engagement and trust.
Conclusion
Women in cannabis are tastemakers steering culture, policy, wellness, and equity. From executive suites in Canada’s licensed producers to U.S. dispensary owners innovating wellness-first experiences, female leaders are shaping the future.
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