July 25, 2024


Fashion Your personal

From Budtending To Rebranding, How Miss Grass CEO Kate Miller Is Shaking Up ‘Traditional Stoner Culture’

As a college student at the University of Southern California’s Marshall School of Business and a budtender for a medical dispensary in 2008, Kate Miller unknowingly became a pioneer for women in the legal cannabis industry when she purchased the domain missgrass.com from GoDaddy.

She held onto it for the next decade while rising through the ranks in the entertainment industry working for power players from Ben Silverman (Propagate, The Office, Ugly Betty) to Lorne Michaels (Broadway Video, Saturday Night Live, The Tonight Show Starring Jimmy Fallon).

In 2018, Miller officially launched Miss Grass with co-founder-turned-advisor Anna Duckworth as a digital educational platform and curated CBD shop. Its mission? To help women “get good at weed.” The first-of-its-kind community quickly gained a cult following for its unapologetic passion for the plant.

“Our primary focus is on women, the [cannabis industry’s] fastest-growing and most underserved demographic. We are cannabis lovers and true stoners, but we strive to offer an alternative to traditional stoner culture, which is heavily male dominated and often doesn’t highlight the sensual, introspective, expansive or playful aspects of it,” Miller shared during a recent interview.

With an audience already in place — unlike the countless cannabis brands that launch products first, then turn their attention to building a community — Miss Grass debuted its own line of THC and hemp flower in 2020 after closing a $4 million Series A round.

Last year, to fuel its unprecedented growth, the brand brought in additional strategic capital partners including nine “badass women” according to Miller, who noted, “As we build a leading female-brand in the space, it’s important to us to have women on our cap table, and our latest round was a big step in that direction.”

Kimberly Kreuzberger, who formerly served as chief revenue officer of Goop (W Magazine coincidentally coined Miss Grass “the Goop of cannabis” in the early aughts), said of what drew her to investing in the Los Angeles-based startup’s latest raise:

“Miss Grass took a modern approach to scaling. It’s content-led and community-focused, which not only provides an approachable entry point into cannabis for many, but also positions Kate and Miss Grass as thought leaders in the space. We’ve seen the success of this approach reflected in the growth of the brand and their product sales.”

In tandem with Women’s History Month, Miss Grass has unveiled a full-scale rebrand of its premium cannabis offerings featuring design-driven, effects-led packaging and five new products.

“Our creative team led by Miss Grass’ head of creative Priyanka Pulijal handled the rebrand in-house, but collaborated with a host of designers and photographers who shared our vision for creating something that was inclusive and modern — yet also timeless,” explained Miller. “[Our] senior director of content Christina Pérez was closely involved in factoring in the emotions and experiences that each of our signature effects elicit, and we brought that to life using colors, copy and visuals that would evoke those same feelings.”

Miss Grass 2.0 features a new “MG” icon logo and color-coded jars, doob tubes, boxes and sachets to signify each of Miss Grass’ carefully selected strains and the effects and emotions they elicit. Strains include: Fast Times (sativa dominant), Quiet Times (indica dominant) and All Times (hybrid). Available in recyclable tinted glass jars and pre-roll options throughout California and Nevada, each product is also stamped with terpene and strain information to clearly and concisely inform the consumer about the product.

“The cannabis experience is so personal and multi-faceted; depending on the moment, the strain, and the individual, it can be fun, introspective, grounding, calming, connective or relieving. We wanted all the touch points of our rebrand to convey that same sort of intimate, dynamic experience in an empowering and thoughtful way,” added Miller. “The lack of information and the stigmas around weed can make shopping for it intimidating, but the use of color, imagery, and explanatory text in all the touchpoints of our rebrand — from product packaging to website to our store displays — makes it super easy for consumers to know exactly what kind of high to expect.”

Currently, 150 retailers carry Miss Grass products in California and Nevada. The brand plans additional state expansion, which will be announced later this month. Miss Grass’ “Hemp + Herb Minis,” made from federally legal CBD hemp flower and adaptogenic herbs, are already available nationwide.

“Everyone should have access to cannabis and this [hemp] product allows our nationwide community to experience the healing properties of the plant even if they don’t live in a state where THC is legal yet,” encouraged Miller. “We believe in using weed as a tool to enhance your life for the betterment of yourself and the world around you.”

Miss Grass’ rebrand will also support its ongoing initiatives to create a more equitable industry. Through March 31, 2022, one dollar from every Flower and Mini purchase will be donated to the Women’s Prison Association, which empowers women impacted by incarceration to redefine their lives with resources and opportunities related to housing, career, healthcare and more. This giveback campaign is in addition to Miss Grass’ existing, continuous philanthropy that allows online shoppers to donate one percent of their purchases to a nonprofit of their choice.