How Women Cannabis Leaders Are Creating a More Equitable Future

Resilient, driven, and deeply rooted in their values, women across the industry are challenging norms and building a more equitable future.

The women leading the cannabis industry today arrived in their positions via different paths. Some stumbled into their careers by accident, while others followed a lifelong passion. Some saw an opportunity to leave a legacy in a novel landscape; to help shape an emerging commercial sector into something new and promising. But no matter why they dove in or how they got to where they are, all of them had to develop resilience, a strong voice, and a clear sense of purpose.

To thrive, women in cannabis have had to trust their intuition, identify what makes them uniquely valuable, and align themselves with people who share their values. Barriers to success can be high and persistent. Access to capital continues to be one of the biggest challenges for women trying to start or scale a business, and the industry has yet to come to grips with the related issues of boardroom composition and compensation parity.

How are women confronting these challenges, carving out space for themselves, and paving the way for future generations? These leaders had plenty of insight to share.

Where strength begins

Succeeding in an economically volatile space requires more than just skills and industry knowledge. It also demands confidence, perseverance, and the ability to trust one’s gut. Lesley Nickus, president of Scary Plants Foundation, emphasized the importance of taking a firm stand on one’s personal convictions. “It’s important to develop a thick skin and a strong voice,” she said. “You will encounter people who don’t believe in you, who think your ideas are unworthy, and who have no problem telling you those things in passive-aggressive or disrespectful ways. Keep your eyes open, your boundaries firm, and shut any disrespect down in the moment.”

The industry can be unpredictable, so trusting intuition is key, she added. If a deal, partnership, or opportunity feels “off,” it probably is. “Believe that feeling in your gut, and tap into your trusted circle if you need to talk it through,” Nickus advised.

Part of trusting one’s intuition is understanding the consumer experience—especially in wellness-focused businesses like Nika Antuanette’s BlissIn Out, which incorporates the plant into yoga, mindful movement, dance, music, and holistic therapies. “Not everyone reacts to the same dose or strain in the same way,” she said. “Cannabis is highly personal, much like medicine, and should be treated with the same level of respect. There’s no one-size-fits-all approach. Patience is key.”

The same mindful approach allows for a more intentional relationship with business, as well. “We must take an empowered approach by remembering to take care of our wellbeing, including our physical, mental, and spiritual health,” Antuanette said.

Beyond intuition, defining a strong personal mission is crucial. Business in the industry is subject to distractions like stigma, legal setbacks, and lack of recognition for women in leadership roles. That’s why having a clear purpose helps leaders focus on what really matters.

For some female leaders, purpose is rooted in personal loss and a deep desire to create change. That was the case for Queen Mary founder and Chief Executive Officer Tiana Woodruff, whose journey into entrepreneurship began after witnessing the devastating effects of prescription opioid addiction within her family. “In 2014, my aunt passed away from complications related to her addiction to prescribed opioids,” Woodruff said. “Watching a family member struggle with addiction and slowly deteriorate gives you a feeling of helplessness that I can’t begin to describe.

“Then, a few years later, I read a book called Change Your Brain, Change Your Life,” she continued. “It talked about using natural supplements as alternatives to prescriptions and how they can provide similar relief without the harsh side effects. That sparked an idea in me to combine those natural remedies with cannabis to offer the same kind of euphoric relief that prescriptions provide but without the addictive risk.

“The idea really started to take shape when my ninety-year-old grandmother was prescribed the same opioids that took my aunt’s life,” she added. “Watching her personality change, I knew I had to find a better way to relieve her pain and help her stay active.”

When adult-use licensing launched in California, Woodruff saw a chance to turn her vision into reality. She applied, but the process wasn’t easy. Despite being denied in the first two rounds, she kept pushing forward until, eventually, she encountered Our Academy, Our Dream. The program provides a twenty-week course to help small operators navigate the licensing process. With the course’s help, Woodruff finally found the guidance and mentorship she needed to reach her goals.

Her journey illustrates how personal passion can become the driving force behind a mission. But once that purpose is clear, success also requires discipline, business acumen, and the ability to adapt in a rapidly changing environment.

“Find your passion and make that the core of your business, then always stay true to it,” said Autumn Brands co-owner and Head of Sales Hanna Brand. “Be transparent with your consumers and retail partners. Track everything and measure [key performance indicators] for your initiatives.”

Co-owner Autumn Shelton emphasized the importance of researching legal and regulatory requirements governing the commercial endeavors to which values and intuition draw women. “Make sure you understand all the regulations and learn from others,” she advised. “Cannabis is a demanding and constantly evolving industry. It requires drive and the ability to adapt and change quickly.

“You should also study the plant and develop a great appreciation for her natural traits and abilities,” Shelton continued. “Be frugal and strategic with your investments. Measure every dollar you spend and prioritize cost-effective assets until you have the capital for long-term investments.

“Finally, integrate within the cannabis community,” she added. “Build strong relationships and engage with industry events and groups to broaden your network and gain insights. This will not only keep you informed but also open up opportunities for collaboration and growth.”

The value of perspective

Women bring fresh perspectives, empathy, and inclusivity to an industry historically dominated by men. As more women step into leadership roles, they have the opportunity to challenge outdated norms and create a more collaborative, supportive environment.

Willow Industries founder and CEO Jill Ellsworth was drawn to the industry by the opportunity to bring her food-science background to bear on innovation in a nascent sector. “The idea of creating something entirely new in a space that was still in its infancy was incredibly exciting,” she said. “I wanted to help shape the future of cannabis while also making a positive impact on patients and consumers.”

She shared three essential strategies for other women who want to forge their own path. “Be clear and direct about what you want,” she said. “In such a male-dominated industry, confidence and clarity are key. Don’t be afraid to assert yourself. Second, embrace your unique strengths. Women bring a powerful set of skills to the table that our male counterparts often don’t possess. Recognize and leverage those qualities to your advantage. Finally, never forget that you are an equal. The value you bring is undeniable, so always stand firm in that truth.”

Ellsworth’s advice highlights the power of self-assurance and embracing what makes women uniquely effective in business. But while confidence is key, so is clarity—and that means learning when to protect your energy and stay aligned with your purpose.

“I think one of the biggest mistakes I see women make is trying to be everything to everyone,” Woodruff said. “We’re natural nurturers, and that instinct to take care of everyone can sometimes work against us. In the cannabis space, especially, you have to stay focused on your mission and your goals. Be flexible and ready to pivot, but don’t let the fear of what people think or how you’re perceived hold you back. That was a tough lesson for me to learn: staying true to what I believe in, even if it goes against the grain.”

Define your worth

Women’s success isn’t a product of merely knowing the business and being good at what they do. On a deeper level, success also requires knowing and nurturing the elements that make each woman uniquely herself. In a rapidly changing industry that attracts a mix of visionaries, opportunists, and everything in between, it’s easy to become overwhelmed by chaos. That’s why defining a core set of values early on and aligning oneself with complementary others is essential.

Nickus advocates “finding your tribe,” especially as a minority woman. “The cannabis industry is huge, chaotic, and oftentimes dysfunctional,” she said. “You have people from all walks of life with all types of reasons for getting into it. With that comes a litany of ulterior motives that might not always be in your best interest. The faster you can identify the network that will uplift you, the smoother your journey will be.”

Solonje Burnett, founder of Erven and Weed Auntie, has sought comfort and assistance from marginalized communities (womxn, queer, melanated, softboi). With the support of others who self-identify as nontraditional, she found foundational building blocks and relational nourishment as she navigated the cannabis world. “Show up for each other even though the industry reeks of toxicity, exclusion, and hypocrisy,” she advised. “Seek and solidify long-term, ally-centric partnerships; they will see you through the challenging times.

“You should also be your authentic self,” she added. “No one else can do what you do the way you do it. Stay focused but flexible, fearless, intentional, and informed. Explore and remain interested in industries, spaces, and cultures that usher in inspiration rather than sitting in circles of sameness. You can’t grow if you don’t know.”

For KushKards founder Lauren Miele, learning to stand firm in her worth was a game-changer. Early in her career, she made the same mistake many other brand owners make: lowering prices to secure sales. But she quickly realized saying yes to every deal, especially deals that undervalued her work, wouldn’t help her company grow. “I wish I’d learned sooner not to lower my price just to make a sale,” she said. “Now, I say ‘no’ with confidence, because my worth does not fluctuate based on someone else’s budget.

“I know I’ve been hustled down because I’m a woman and because my category is woman-focused, and I know that’s been used against me,” she added. “I often went with what the customer wanted instead of what I needed. But that didn’t help my long-term growth. And the ones I lowered my price for? I don’t even work with them anymore.”

Over time, Miele also learned to balance optimism with caution. Passion is a powerful motivator, but allowing passion to occlude warning signs can lead to setbacks. “Be cautious but courageous,” she advised. “It’s empowering to take risks, but don’t ignore red flags. As an optimist, I’ve overlooked warning signs and made decisions with my heart instead of my head. At times, it’s felt like I’ve had more losses than wins. Now, I run every idea through a business lens first, not just emotion. My whole business is built on emotion; that’s what greeting cards are all about. So I’ve learned to have someone on my team, a mentor or advisor, who helps me make the strategic decisions.”

Cracking the capital code

Funding remains one of the biggest hurdles for women in cannabis. Despite the industry’s tremendous growth, female founders still receive only a fraction of the investment male-led companies attract. But rather than letting financial barriers define them, women are finding creative ways to build and scale their businesses through bootstrapping, forming strategic partnerships, and tapping into women-led investment groups.

“The industry still needs to make access to capital easier for women who want to start a business,” Nickus said. “Less than three percent of all cannabis financing goes to women-owned businesses. Women Grow CEO Dr. Chanda Macias talked about this at Women Grow’s 2025 Leadership Summit in February. While I’m a huge fan of bootstrapping and take that approach with most of my projects, the reality is that brands don’t get big without money.”

The need for funding is about more than scaling. The female demographic is growing among cannabis consumers, and many actively seek products and retail establishments designed specifically for them.

“In 2023, The Harris Poll conducted a survey that showed 91 percent of women who buy cannabis buy it at a licensed retailer, and nearly 37 percent of women use cannabis,” Nickus said. “Who better to tap this market segment than fully funded, women-owned businesses?”

Even with funding, navigating market dynamics can prove challenging. “This industry is tough financially and you can only spend a dollar once, so make sure it’s going to places that will make you the most successful,” Brand warned. “There are a lot of different companies wanting you to spend with them, so make sure to partner with those aligned with your best interests.”

The financial landscape is particularly fraught for women of color, according to Frederika Easley, president of the Minority Cannabis Business Association. “We talk about collaboration and inclusion, but structurally, many systems still reinforce separation,” she said. “Equity work means consistently breaking those silos down.”

That work doesn’t stop at systems and structures. It also requires confronting who is centered in conversations about equity and inclusion. To effect real progress, according to Burnett, the industry as a whole—including women entrepreneurs—must move beyond performative allyship and embrace the full spectrum of identities that shape cannabis culture and consumption. “Although the cannabis industry talks a big talk about equity, mass incarceration, and inclusion, it’s all still capitalism and corporate culture,” she said. “You will have to fight hard for your humanity-centered values and beliefs.

“We also need to stop supporting one kind of woman,” she continued. “In order to have the diversity the industry needs to do more than survive and actually thrive, we need to support all women, their ideas, their intuition, and intersectionality. Typically, the most successful and supported women in weed are white, cis, and heteronormative. That’s because they are most aligned with the identities of the men who run the industry.

“If [industry members] actually stepped out of their circles of sameness, they would realize queer and melanated femme-forward folks are taking over as the largest consumers of the plant in the legal market, and they want to see themselves in the product assortment, leadership, and general conversation,” Burnett added. “Release the control and allow the industry to flourish organically. It will allow for more profit, creativity, and connection.”

Unity is power

Women in the industry generally believe in lifting up other women. Whether through mentorship, networking groups, or simply sharing resources, the sense of community is undeniable. In an industry that still presents significant challenges for those who identify as female, the collective effort makes a real impact. More women-led brands are emerging, women-owned dispensaries are thriving, and advocacy efforts continue to push for true equity in the space. But for progress to continue, the industry must do more than just acknowledge the challenges. It also must actively work to dismantle them.

“The industry must continue to recognize women as equals and work toward placing more women in leadership roles,” Ellsworth said. “Gender disparities should be a thing of the past. It’s frustrating that we’re still having this conversation. We need to see more women in C-suite positions and in boardrooms — especially at publicly traded companies.”

For many women, success requires more than just breaking barriers. They’re rewriting the rules.

“Build your village. Relationships are everything,” Easley advised. “This is a marathon, not a sprint, and having a community of support, collaboration, and accountability makes an incredible amount of difference. Equity cannot happen in isolation.”

Easley uses her platform at the Minority Cannabis Business Association to challenge the industry’s deeply ingrained biases, urging women to embrace their full selves in leadership. “Leadership has too often been defined through a patriarchal lens. Reject that,” she said. “There’s power in feminine energy, emotional intelligence, and holistic thinking. The cannabis plant itself reminds all of us that the best part is female. Bring your full range of experience to the table. That’s your edge.”

Beyond leadership, Easley also highlighted the importance of setting boundaries—especially for women of color, whose efforts often are not given the weight or consideration they deserve. “Be about a necessary ‘no,’” she said. “Your time and labor will often be undervalued, so set boundaries. You may face unnecessary scrutiny when raising capital or entering partnerships. Know what is worth your energy and what is not.”

Miele said many women learn there is power in the journey to build a brand, even if—maybe especially if—the journey is onerous. Challenges help women build networks and teams that contribute to long-term success. “I’ve struggled in this area, but today I know the kind of people I want around me,” she said. “In the early days, I’d roll up my sleeves and do everything myself. That taught me a lot, but I wish I had slowed down and really taken the time to hire people I didn’t know—not just friends or people already in the industry. The right people come at the right time, and I’ve learned how important that is for long-term growth.”

She also believes female-helmed ancillary businesses deserve more attention and support. “No one talks about how hard it is to get placements in stores,” she said. “There should be way more categories at industry award shows to highlight creativity and hustle outside of flower and product. Women are building ecosystems around this plant. It’s time for people to see us.”

Despite the negatives, Miele remains optimistic about the industry’s growth potential and changing entrepreneur demographics, particularly as cannabis reaches new consumer bases. “With more legalization, the different kinds of people going to stores—especially the older crowd—is increasing,” she said. “The industry just needs to recognize consumers want [women-owned brands]. That’s why I go to trade shows. I’m the unexpected booth that brings joy, and the industry needs that.”

Leaders across the space agree that change will come, thanks in large part to the power of the dollar in female consumers’ hands.

“Women consumers are a large part of the market, and it’s important to make them feel seen and create products with their wants in mind,” Brand said. “We have dispensary partners who highlight women-owned brands in-store, and we love participating in Women Weed Wednesdays, but it would be great to see more dispensaries create opportunities for brands to reach consumers.”

The message is clear: Women are not content merely to participate in the industry as minor characters. They are determined to shape the story. Through leadership, community, and unwavering determination, they continue to work toward developing a sector that is more diverse, inclusive, and equitable.

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