As a university pupil on the College of Southern California’s Marshall Faculty of Enterprise and a budtender for a medical dispensary in 2008, Kate Miller unknowingly turned a pioneer for ladies within the authorized hashish trade when she bought the area missgrass.com from GoDaddy.
She held onto it for the following decade whereas rising by way of the ranks within the leisure trade working for energy gamers from Ben Silverman (Propagate, The Workplace, Ugly Betty) to Lorne Michaels (Broadway Video, Saturday Night time Reside, The Tonight Present Starring Jimmy Fallon).
In 2018, Miller formally launched Miss Grass with co-founder-turned-advisor Anna Duckworth as a digital instructional platform and curated CBD store. Its mission? To assist ladies “get good at weed.” The primary-of-its-kind neighborhood shortly gained a cult following for its unapologetic ardour for the plant.
“Our major focus is on ladies, the [cannabis industry’s] fastest-growing and most underserved demographic. We’re hashish lovers and true stoners, however we try to supply a substitute for conventional stoner tradition, which is closely male dominated and sometimes doesn’t spotlight the sensual, introspective, expansive or playful facets of it,” Miller shared throughout a latest interview.
With an viewers already in place — not like the numerous hashish manufacturers that launch merchandise first, then flip their consideration to constructing a neighborhood — Miss Grass debuted its personal line of THC and hemp flower in 2020 after closing a $4 million Sequence A spherical.
Final yr, to gasoline its unprecedented progress, the model introduced in further strategic capital companions together with 9 “badass ladies” in response to Miller, who famous, “As we construct a number one female-brand within the area, it’s essential to us to have ladies on our cap desk, and our newest spherical was a giant step in that path.”
Kimberly Kreuzberger, who previously served as chief income officer of Goop (W Magazine coincidentally coined Miss Grass “the Goop of hashish” within the early aughts), mentioned of what drew her to investing within the Los Angeles-based startup’s newest elevate:
“Miss Grass took a contemporary strategy to scaling. It’s content-led and community-focused, which not solely supplies an approachable entry level into hashish for a lot of, but in addition positions Kate and Miss Grass as thought leaders within the area. We have seen the success of this strategy mirrored within the progress of the model and their product gross sales.”
In tandem with Ladies’s Historical past Month, Miss Grass has unveiled a full-scale rebrand of its premium hashish choices that includes design-driven, effects-led packaging and 5 new merchandise.
“Our inventive crew led by Miss Grass’ head of inventive Priyanka Pulijal dealt with the rebrand in-house, however collaborated with a number of designers and photographers who shared our imaginative and prescient for creating one thing that was inclusive and fashionable — but additionally timeless,” defined Miller. “[Our] senior director of content material Christina Pérez was intently concerned in factoring within the feelings and experiences that every of our signature results elicit, and we introduced that to life utilizing colours, copy and visuals that might evoke those self same emotions.”
Miss Grass 2.0 incorporates a new “MG” icon brand and color-coded jars, doob tubes, containers and sachets to indicate every of Miss Grass’ fastidiously chosen strains and the consequences and feelings they elicit. Strains embrace: Quick Occasions (sativa dominant), Quiet Occasions (indica dominant) and All Occasions (hybrid). Accessible in recyclable tinted glass jars and pre-roll choices all through California and Nevada, every product can be stamped with terpene and pressure data to obviously and concisely inform the buyer concerning the product.
“The hashish expertise is so private and multi-faceted; relying on the second, the pressure, and the person, it may be enjoyable, introspective, grounding, calming, connective or relieving. We needed all of the contact factors of our rebrand to convey that very same kind of intimate, dynamic expertise in an empowering and considerate manner,” added Miller. “The lack of knowledge and the stigmas round weed could make purchasing for it intimidating, however using coloration, imagery, and explanatory textual content in all of the touchpoints of our rebrand — from product packaging to web site to our retailer shows — makes it tremendous simple for customers to know precisely what sort of excessive to anticipate.”
At present, 150 retailers carry Miss Grass merchandise in California and Nevada. The model plans further state enlargement, which might be introduced later this month. Miss Grass’ “Hemp + Herb Minis,” produced from federally authorized CBD hemp flower and adaptogenic herbs, are already accessible nationwide.
“Everybody ought to have entry to hashish and this [hemp] product permits our nationwide neighborhood to expertise the therapeutic properties of the plant even when they don’t reside in a state the place THC is authorized but,” inspired Miller. “We consider in utilizing weed as a instrument to reinforce your life for the betterment of your self and the world round you.”
Miss Grass’ rebrand can even assist its ongoing initiatives to create a extra equitable trade. By way of March 31, 2022, one greenback from each Flower and Mini buy might be donated to the Women’s Prison Association, which empowers ladies impacted by incarceration to redefine their lives with assets and alternatives associated to housing, profession, healthcare and extra. This giveback marketing campaign is along with Miss Grass’ current, steady philanthropy that enables web shoppers to donate one p.c of their purchases to a nonprofit of their alternative.