Cannabis Meets Pop Culture: The Rise of Lifestyle Branding

Once considered a taboo, underground product, cannabis has emerged into the American mainstream—and today’s top cannabis brands are leading the charge. From stylish packaging on dispensary shelves to Instagrammable product drops and celebrity collaborations, brands are influencing how society views and consumes cannabis. The result? A new, modern-day cannabis culture where wellness, luxury, and lifestyle intersect with plant medicine.

But is this evolution a positive shift, or are brands steering cannabis culture into a hyper-commercialized lane?

Elevating the Image of Cannabis

Leading cannabis brands like STIIIZY, Cookies, and Lowell Herb Co. have transformed public perception of cannabis. Once associated with stoner stereotypes, cannabis is now being marketed through the lens of creativity, relaxation, and even high-end wellness. “Brands are normalizing cannabis by putting it in familiar lifestyle contexts,” says Headset analyst Liz Connors. “From fashion-forward merch to infused drinks resembling craft cocktails, these brands are changing the conversation.”

Cookies, founded by rapper Berner, has created a multi-state empire by tying cannabis to hip-hop, fashion, and culture. STIIIZY, with its sleek vape pods and streetwear collaborations, appeals to a younger, design-conscious consumer. Meanwhile, Lowell Herb Co. wraps its pre-rolls in vintage-inspired packaging that wouldn’t look out of place in a premium tobacco shop.

These aesthetic choices are strategic. A 2024 BDSA consumer study found that 71% of cannabis consumers prefer brands that “feel premium” or “lifestyle-oriented.” This preference is helping to move cannabis further from the shadows and into mainstream retail and conversation.

Mainstream Influence Through Media and Collaboration

Top cannabis brands are also breaking down social stigma by embedding themselves in popular culture. Cann x Gwyneth Paltrow, Jay-Z’s Monogram, and Seth Rogen’s Houseplant have all launched with heavy media attention and a celebrity aura that helps normalize cannabis use across demographics. These partnerships have opened the door for mainstream retail crossovers, such as Houseplant’s launch of limited-edition home goods at major design retailers.

Social media plays a pivotal role, too. Influencers and TikTok creators are routinely showcasing their favorite products, “wake and bake” routines, or infused recipes using cannabis brands—many of which now mirror beauty or fashion influencer strategies.

Even Netflix has helped destigmatize the plant, featuring cannabis-based cooking competitions and docuseries on cannabis entrepreneurs. These visual cues reinforce that cannabis can be sophisticated, controlled, and part of everyday life.

Concerns Over Commercialization and Culture Loss

While the shift into the mainstream has introduced cannabis to a broader audience, critics argue that commercialization is erasing the plant’s rich cultural roots. Longtime growers and legacy market pioneers voice concern that corporate cannabis is overshadowing those who laid the groundwork for legalization.

“Cannabis culture used to be about community, advocacy, and access,” says Steve DeAngelo, founder of Harborside. “Now it’s more about branding and market share.” DeAngelo and other legacy voices argue that the current market often neglects the social equity goals that were promised during legalization campaigns.

Additionally, some consumers worry that cannabis is becoming too polished—stripped of its authenticity and priced like luxury skincare. “There’s something to be said about the ritual of buying from a local grower versus grabbing a designer vape at a polished storefront,” shared one longtime consumer in a Leafly reader poll.

The Balancing Act Ahead

The truth is, both narratives can exist at once. Top cannabis brands have undeniably pushed the plant into the mainstream consciousness with savvy marketing, celebrity backing, and aesthetic appeal. This visibility helps drive policy reform, reduce stigma, and attract new consumers.

But the heart of cannabis culture—built by caregivers, activists, and growers—should not be lost in the glossy shuffle. A future that balances innovation with authenticity is not only possible but necessary for a truly inclusive and thriving cannabis industry.