The Rise Of The Cannabis Creator Economy

In most industries, brands tell the story. In cannabis, it’s the creators.

The path to monetize has been littered with bans (sometimes explicit, sometimes covert) and demonetization. But creators responded by building community-first economies: podcasts, newsletters, product lines, consulting businesses, all while brands clung to compliance. They didn’t just pivot. They created a new lane.

They are educators, law guides, storytellers and harm-reduction advocates, welding humor into policy, science and lived experience. Their platforms often rival the scale and engagement of traditional brands.

Yes, hurdles remain. TikTok bans “weed,” Instagram flags it, YouTube demonetizes it. But creators adapt via coded language, platform pivots and authenticity-heavy content. Their payoff? Engagement and influence that outperforms polished celebrity ads any day.

This isn’t a trend. It’s the infrastructure of cannabis marketing.

A New Kind Of Cannabis Influence

Cannabis creators define themselves by credibility, consistency and community; not fancy ad budgets or celebrity glam.

“My relationship with weed is a friend that never moved out,” Thomas Araujo (Dope As Yola) shared in a recent interview. With nearly 2 million YouTube subscribers and a Spotify partnership, he’s spun personal storytelling into commerce via Push Trees and The Dopest Shop.

Luisfer Alpha created Mexico’s Educannabis as a science-first TikTok classroom, amassing over 1 million followers. He pioneered coded language like “magic broccoli” to navigate platform bans and, to date, he’s kept it educational.

Simón Espinosa and the En Volá team built one of the largest Latin American cannabis platforms with over 85 million YouTube views and sponsorships from brands like Adidas and Crocs, by weaving culture, comedy and education into deep, loyal followings.

What unites them isn’t platform or country. It’s their mission: truth over trend, community over clicks.

English-Speaking Cannabis Creators

Dope As Yola – Thomas Araujo has built a storytelling empire across YouTube (nearly 2 million subscribers) and Spotify, where his Dope As Usual podcast enjoys millions of weekly listens. He’s expanded into apparel (Push Trees) and cannabis-friendly retail (The Dopest Shop), turning personal anecdotes and raw honesty into a multi-platform brand.

Koala Puffs – Anjela (known as Koala Puffs) commands a following of over 700,000 on Instagram and 300,000+ on YouTube. Her high-energy content, ranging from product reviews and comedy skits to grow-room tours, has built her reputation as one of cannabis’s most entertaining creators. Koala Puffs has transitioned beyond social media into entrepreneurship, launching her own THCa product line “Puffs by Koala,” a subscription-based “Koality Box,” and branded merch.

First Smoke of the Day (Lance & Cody) – Hosted by Lance H and Cody, this weekly podcast launched in 2021 dives deep into cannabis culture, featuring long-form, unscripted interviews with cultivators, extractors, brand founders and industry insiders. With over 180 episodes and live “family reunion” events drawing nearly 1,900 attendees in Los Angeles, the show serves as a high-engagement bridge between legacy growers and the fast-evolving cannabis business landscape.

Luna Stower – A longtime advocate and educator, Stower has helped build some of cannabis’ most recognized brands, including Jetty Extracts and Ispire. She blends executive leadership with grassroots equity work, using her background in education to push for policy reform.

Silenced Hippie – One of the earliest women to openly document her cannabis journey on YouTube, Silenced Hippie (Sasha Lee) built a loyal audience during a time of intense stigma.

Indica Wife (Ariana Foote) – A warm and family-friendly cannabis influencer, Ariana Foote has built an audience of over 150,000 on Instagram. Her recipe Reels, like her viral popcorn video, regularly earn six-figure impressions, blending culinary creativity with cannabis to normalize edibles. As one of the few Black women in the space, she consistently exceeds expectations in brand partnerships while inspiring everyday users.

Susie Plascencia – A Los Angeles–based entrepreneur, Susie co-founded Latinas in Cannabis. A bilingual storyteller and former journalist, she blends marketing savvy with activism, hosting sold‑out networking events and shaping the narrative around equity in the cannabis industry.

The Dank Duchess – A renowned educator in the world of hashmaking, she specializes in solventless extraction and highlights terroir-driven techniques. Through online workshops, hands-on tutorials and in-person sessions, she empowers both enthusiasts and professionals to preserve traditional craftsmanship and deeper flavor profiles.

Box Brown – An award-winning graphic novelist known for blending biography and journalism, Brown is the author of Cannabis: The Illegalization of Weed in America. His work explores the intersection of drug policy, propaganda and personal freedom, bringing complex history to life through comics.

JollyRoger (Roger Volodarsky) – As CEO and founder of Puffco, Roger “Jolly Roger” Volodarsky has become the public face of one of the cannabis industry’s most iconic tech brands. Through GlassTalk livestreams, candid product breakdowns and behind-the-scenes content, he frames Puffco products as culture drivers, not just devices. His storytelling on YouTube and Instagram has cultivated a community of tech-savvy enthusiasts who see vaporizers as part of a modern cannabis experience

Oystergirl (Lindsay MaHarry) – A wellness storyteller who weaves cannabis into her broader narrative of plant-based living, mindfulness and mental health. Through minimalist, candid visuals and personal essays on Instagram and Substack, she invites followers into her intentional lifestyle, gently integrating cannabis as one tool among many for emotional well-being. Her content resonates with audiences seeking balance, authenticity, and holistic self-care.

Vanessa Marigold – A chef‑turned‑chocolatier, Vanessa Marigold (née Vanessa Lavorato) has been crafting artisanal cannabis-infused chocolates since 2010. She cohosted Bong Appétit and runs Marigold Sweets, a California-based confiserie known for lab-tested, gourmet edible products. Her cookbook How to Eat Weed and Have a Good Time blends culinary technique with dosing science, earning praise for its approachable yet expert guidance.

Hashish Queen – Based in New England, she educates a community of over 100,000 followers on traditional hash-making and resin craftsmanship. Through Instagram tutorials and occasional live streams, she breaks down solventless techniques and the importance of trichome preservation. With workshops and approachable content, she helps preserve the heritage and artistry of hash.

CannabiChem – Dr. Riley Kirk, a cannabis research scientist with a Ph.D., educates a TikTok audience of almost 500,000 followers (5.6 million+ likes) on cannabinoid chemistry and pharmacology, demystifying complex lab science with practical context. Her content bridges academic rigor and approachable wellness advice, and she recently released a science-backed wellness guide titled Reefer Wellness.

Josh Kesselman – Founder of RAW Rolling Papers and CEO of HBI Innovations, Kesselman turned a humble rolling paper brand into a global culture icon rooted in authenticity. In April 2025 alone, RAW content earned over 300 million organic views across Meta platforms without paid ads. He also recently acquired High Times, signaling a broader effort to preserve and elevate cannabis storytelling and heritage.

Max Buechse – Creator of “Infusion by Max Buechse,” a bilingual (English and German) e-book offering 32 cannabis-infused recipes. Focused on beginner-friendly culinary techniques, Max teaches readers how to make infused butter, oil and milk, and how to stretch flower effectively. His content bridges gastronomy and cannabis education for a global foodie audience.

Junglecae – Cae is a Chicago-based plant and cannabis educator with a following of around 30,000 on Instagram. He blends grow tutorials, plant care tips, and cannabis literacy with engaging storytelling and humor. Known for his “houseplant housecalls” and a cheerful, accessible approach to cultivation, Cae inspires beginners and experienced growers alike to explore cannabis with confidence.

Nadir Pearson – A cannabis entrepreneur and activist, Nadir founded SMART (Student Marijuana Alliance for Research & Transparency) while studying at Brown University, later expanding it to over 50 campuses. As vice president of business development at Wiseco and co‑founder of the community app Hybrid, he combines tech, equity work and cannabis advocacy. His content, rooted in honest storytelling, mental health and social justice, reflects his mission to build an inclusive, knowledgeable industry.

Ranchera Mami – A Mexican-American cannabis storyteller and advocate, Ranchera Mami blends cultural pride, fashion and empowerment in her content. She uses bold visuals and bilingual narratives to challenge stereotypes and amplify Latina voices in the cannabis space. Through events, collaborations and honest storytelling, she’s crafted a vibrant, community-driven platform that celebrates identity and plant empowerment.

Spanish-Speaking Cannabis Creators

Santa Tuca (Alan) – A prominent Argentine cannabis creator and community leader, Santa Tuca has cultivated an audience of 80,000+ on Instagram with creative grow-op tours, event coverage, and lifestyle content. He helped organize the 1,500-person solidarity event at Buenos Aires’ Teatro Vorterix, uniting the cannabis community around education, activism, and social good. His brand also includes a cannabis-themed apparel line, marrying culture, cannabis and activism.

Polita Pepper – A PhD in social anthropology and co-founder of Cannativa, Polita champions feminist, community-centered cannabis work across Mexico and Latin America. She researches traditional cannabis production, advocates for inclusive policy reform and speaks regularly at international events on gender equity and regulation. Her work bridges academic insight and grassroots activism to reshape cannabis spaces with cultural sensitivity and feminist perspectives.

Maka Comunicación – A seasoned cannabis communicator from Spain, Maka has become a respected judge at European grow competitions like the Autoflower World Cup. His influence even inspired the creation of the “Maka Sugary” strain, named in his honor. Through his analytical yet approachable content, he brings technical expertise to aroma, genetics and cultivation discussions, helping both hobbyists and professionals deepen their appreciation for the craft.

Muy Paola / Santiago Verde (Chile) – Paola, a filmmaker and writer, founded Santiago Verde in 2015 and draws over 400,000 followers for her candid cultivation tutorials and activist storytelling. Widely regarded in Latin America for blending personal narrative, policy insight and cultural pride, she’s a central voice in Chile’s destigmatization movement.

Luisfer Alpha / Educannabis (Mexico) – Luis Fernando “Luisfer” Alpha is a biotech-trained educator who founded Educannabis in 2021. His TikTok account has surpassed 1.1 million followers and he uses coded phrases like “magic broccoli” to openly discuss cannabis in a policy-conscious environment. Educannabis produces concise, science-driven videos that clarify cannabinoids, consumption safety and legal gray areas, making cannabis education accessible and destigmatized across Spanish-speaking audiences.

Simón Espinosa & Pescaomarino (Chile) – As creative leaders of En Volá, one of Latin America’s most influential cannabis media platforms, Simón and Pescaomarino have built a genre-defining voice that blends humor, cultural commentary and rigorous cannabis education. With over 85 million views on YouTube, En Volá has become a gateway for destigmatization across the region. Simón, the platform’s founder, is also active in international cannabis policy spaces, while Pescaomarino brings a distinct visual and narrative style that anchors the brand’s storytelling. Together, they’ve redefined what cannabis media can be in Latin America.

TC (Tomás Cott, Argentina) – A visual storyteller known for his highly aesthetic depictions of cannabis as part of everyday life, Tomás Cott (TC) challenges stigma through polished lifestyle content. He shares personal routines, product reviews, event recaps and behind-the-scenes glimpses, creating a mood-driven narrative that normalizes plant use. With a loyal and engaged audience, TC helps reshape how everyday consumption is perceived in Argentina and beyond.

Matías Litvak – An Argentine cultivator and activist based in Israel, Litvak oversaw cannabis R&D at Bar-Ilan University’s grow facilities. A self-taught expert with years of experience, he mentors students and develops resilient, medicinal genetics—his work has even involved consulting with the Argentine government. Through educational tutorials and Instagram posts, he shares cultivation science, dismantles stigma and advocates for research-driven policy on a global scale.

Cris Roots (Argentina) – A leading advocate for regenerative cannabis cultivation, Cris specializes in living soil techniques, organic micro-grows, and sustainable production practices. With amost 300,000 followers across Instagram and TikTok, he educates growers on ecosystem-based cultivation and the science behind soil health. After repeatedly facing account suspensions, he even took legal action against Meta, turning personal setbacks into a campaign for creator rights and platform accountability.

Juan Palomino (Argentina) – Cannabis attorney known for his work on home cultivation rights and user protections in Argentina’s evolving legal landscape.

Piero Liebman (Argentina) – Legal expert focused on patient access and compliance education, with a strong presence in public forums and cannabis media.

Ivana Vigilante (Argentina) – Lawyer and educator specializing in cannabis regulations, patient advocacy and civil liberties; active voice on social media and panels.

Chicks vs Stigma (Mexico) – A feminist cannabis collective combining a physical headshop in Condesa with digital education and activism. Their podcast, events and content challenge stigma, promote harm reduction and center women in the cannabis conversation.

Portuguese-Speaking Cannabis Creators

Girls in Green (Brazil) – Active since 2015, this duo has built a 275,000-strong following through content focused on medicinal cannabis, harm reduction and environmental awareness. They blend research-backed education with personal storytelling to reach both newcomers and seasoned consumers.

Mavi Ferreira (Brazil) – A Brazilian artist and content creator based in Germany, Mavi blends life, art, food, fashion and cannabis into a vibrant digital presence. With over 400,000 TikTok followers and nearly 56,000 on Instagram, she shares plant-forward wellness content that’s visually rich and grounded in everyday rituals. Her style is playful yet intentional, bridging aesthetics and education for a global audience.

Lil Big Smoker (Brazil/Canada) – Bianca, a Brazilian educator, hashmaker and traveler based in Canada, shares approachable cannabis content blending memes, humor and lived experience. With over 30,000 followers, she’s also involved in wellness retreats and apparel through Green Cedar Retreat and Gastown Apparel.

Trust Over Hype

The global cannabis market is maturing and at its heart are creators who bridge commerce, culture and credibility. These voices do more than entertain. They educate families, demystify cannabinoids, clarify legal rights and dismantle stigma.

In a world where cannabis ads are routinely banned or shadow-banned, these creators have turned restriction into authenticity: hosting events, launching products and building multi-platform ecosystems.

For businesses, policymakers and platforms navigating legalization and normalization, one insight is clear: creators aren’t a tactic. They’re infrastructure. Their lasting value lies in credibility, consistency and cultural resonance.

The cannabis creator economy isn’t just a trend. It’s the backbone of brand strategy and cultural change. And the voices you just met? They’re doing the work.