The cannabis industry is evolving fast, but its most powerful force is not a new product or policy. It is the women leading the charge. From pioneering patient rights and rewriting drug laws to building culture-shifting brands and redefining what leadership looks like, these trailblazers are expanding the boundaries of what is possible in cannabis. They are educators, activists, healers, entrepreneurs, and disruptors, each bringing their own brand of brilliance to the plant they love. Meet the women whose passion, resilience, and vision are shaping the future of cannabis in 2025 and beyond.
Julie O’Steen – The DIY Queen of YB Norml
Long before Google and Instagram, Julie O’Steen built YB Norml with pure creativity and grit. What began as a festival booth of handmade art became a Palm Harbor landmark — part shop, part sanctuary for free spirits. Even a devastating fire in 2017 couldn’t stop her; Julie rebuilt, reimagined, and launched her own line of artistic accessories, bringing YB Norml’s soul to trade shows nationwide. Through shifting trends and corporate competition, she’s stayed true to her mission: build community, not just customers. Nearly 30 years later, YB Norml remains proof that authenticity and artistry never go out of style.
Sara Payan & Brit Smith – The Voices Behind Puff Puff Press
What started as a monthly catch-up call between two veteran cannabis podcasters became Puff Puff Press, a powerhouse podcast uniting five leading women in cannabis journalism. Sara Payan (Planted) and Brit Smith (Different Leaf) co-host lively, insight-packed conversations alongside Ellen Holland, Jackie Bryant, and Rachelle Gordon, blending policy, culture, finance, and history into one dynamic show. Known for its warmth, wit, and authenticity, PPP is as much a celebration of female collaboration as it is a news source. “We’re more powerful together,” Brit says — and with growing listeners and plans for live events, they’re just getting started. You can read more about Sara and Brit HERE.
Annie Holman – The Relentless Mentor
From digital marketing to award-winning edibles, Annie Holman has never shied away from breaking into boys’ clubs. She launched Derby Bakery in 2015, then rose to CEO of The Galley, learning leadership on the fly and proving grit beats gatekeeping. Now co-founder of Fusion Strategies, Annie helps cannabis startups scale smart and sidestep industry pitfalls. A champion for women in cannabis, she mentors future leaders and pushes for more female voices in boardrooms. Whether uniting chambers, supporting veterans, or sharing hard-won lessons, Annie’s mission stays the same: build relationships, trust your gut, and never apologize for taking up space.
Kayla Kurnik – Beyond the Pretty Face
Kayla Kurnik may have started as “Kannabis Kayla,” racking up 250K followers modeling cannabis brands, but she’s proven she’s far more than an influencer. After Meta shut down her account, she pivoted into sales, marketing, and brand strategy, launching her own agency, KK Marketing Worldwide. Passionate about plants and fascinated by evolving cannabis marketing, Kayla champions creativity and authenticity over gimmicks. She’s known for refusing to undervalue herself, setting strong boundaries in a male-dominated industry, and helping brands stand out with bold ideas. Back in the game after a hiatus, Kayla is building her legacy — on her terms.
Steph Sherer – The Movement Builder
In 2002, Steph Sherer founded Americans for Safe Access (ASA) to fight for patient rights when federal raids threatened California’s fledgling medical cannabis movement. What began with “know your rights” trainings and organizing protests grew into a national force that reshaped policy in nearly 100 cities. For over two decades, Steph has fought to redefine medicine in America, advocating for cannabis as a tool to treat complex chronic conditions. Her message is clear: “Politics isn’t a spectator sport.” Through lawsuits, education, and relentless organizing, Steph continues to rally patients, retailers, and lawmakers toward a future where safe access is a right, not a privilege.
Laury Lucien – Law, Healing & Legacy
Attorney, professor, entrepreneur, and plant healer, Laury Lucien bridges law and nature to build a more mindful cannabis industry. A former corporate healthcare attorney turned cannabis law professor at Suffolk University, she helps entrepreneurs navigate regulations while weaving in equity and social responsibility. Rooted in ancestral plant wisdom from her Haitian upbringing, Laury champions cannabis as sacred medicine, not just commerce. Whether consulting for social equity dispensaries, developing an indigenous tea line, or studying ayahuasca in Colombia, she blends legal expertise with spiritual insight — proving that softness, intention, and systemic thinking can be powerful forces for change.
Ali Bianco – Blunt Force Feminism
Ali Bianco is redefining cannabis culture one pink pre-roll at a time. As CEO and founder of Pinks, a women-led “Canna Couture” brand, she’s on a mission to make weed beautiful, sophisticated, and empowering. Known for her signature rose-petal-infused joints and bold campaigns like “Real Men Smoke Pinks,” Ali blends fashion, feminism, and flower with unapologetic flair. From New York Fashion Week launches to a new CBD-infused lube line supporting sexual assault survivors, she’s using cannabis to spark conversations and challenge stigma. “I love being a woman in a ‘mannabis’ world,” Ali says — and she’s inviting others to join her.
Luna Stower – Feminism in Full Bloom
For Luna Stower, cannabis isn’t a commodity — it’s a calling. A lifelong advocate, educator, and “plug” for plant medicine, Luna has spent over two decades shaping the cannabis landscape, launching major brands like Jetty and Ispire, and now leading mycology and retail education at CHAMPS Trade Shows. A self-described feminist and human rights activist, she merges tradition, activism, and innovation to honor the plant’s sacred legacy while pushing for social equity and justice. “Femininity is power,” she says — a philosophy she brings to mentorship, advocacy, and education, inspiring the next generation to lead with compassion, courage, and conviction.
Tina Ulman – Grassroots Gamechanger
Tina Ulman has spent the past decade turning passion into policy. After launching Old Pal in Las Vegas, she founded the Chamber of Cannabis in 2020, changing four state laws in four years and championing restorative justice for those harmed by failed drug policy. Today, she leads Grow Up Co-Op, helping small, women-, minority-, and veteran-owned cannabis brands survive and thrive through collaboration. Tina is especially excited about low-dose THC beverages and their potential to expand access — even envisioning them in Vegas casinos. “I only work with exceptional leaders and products,” she says — and she’s building that future herself.
Sammie Pyle – The Cannabis Caregiver
For registered nurse Sammie Pyle, cannabis was more than medicine — it was a path to healing from PTSD and burnout after working in COVID ICUs. Now, she’s dedicated to educating patients and healthcare professionals about the endocannabinoid system and breaking the stigma around medical cannabis. Through her platform Nursing Nature’s Way, Sammie teaches “Cannabis 101” classes, advocates for nurse involvement, and leads wellness initiatives with We Are Jaine. Passionate about patient empowerment, she reminds us that cannabis isn’t just an alternative — it’s a way to reclaim control over health and healing. “Cannabis works better when you’re educated,” she says.
Mary Jane Oatman – Rooted in Freedom
A descendant of Chief Looking Glass and enrolled member of the Nez Perce Tribe, Mary Jane Oatman is reclaiming cannabis as a tool for healing, sovereignty, and cultural restoration. As founder of the Indigenous Cannabis Coalition and executive director of the Indigenous Cannabis Industry Association, she amplifies Native voices, connects tribal businesses, and educates through THC Magazine. Inspired by her grandmother’s resilience amid the War on Drugs, Oatman champions policies centered on elder care, sustainability, and sovereignty. “This isn’t about profit — it’s about healing,” she says. With ancestral wisdom and unstoppable vision, she’s leading tribes into cannabis’s future.
Do you know a powerhouse woman making waves in the cannabis industry? Whether she’s leading, innovating, advocating, or inspiring, we want to hear her story! Our Women in Cannabis spotlight celebrates the trailblazers, changemakers, and unsung heroes shaping the future of the industry. Nominate someone who deserves the recognition—because their work deserves to be seen! Submit your nomination now, click here!
