Even though the struggle for women of color to profit from Washington D.C.’s cannabis industry persists, a new company, EstroHaze, was established to add some color and estrogen to the coverage of marijuana influencers.

Safon Floyd, Sirita Wright, and Kali Wilder are three entrepreneurs who founded a weed retail business online. (Courtesy photo)

“Founded by three Brown female cannabis enthusiasts, EstroHaze is a multimedia platform highlighting the business and lifestyles of multicultural women in cannabis,” said co-founder, Safon Floyd, a resident of Miami, Fla. who started the company along with Sirita Wright, a resident from Prince George’s County and Kali Wilder, a resident from Kansas City, Mo., on estrohaze.com. EstroHaze does not sell or offer cannabis on its site.

In the eight months since its founding, the website averages thousands of views monthly, and is rapidly growing. The site provides entertainment and resources for those interested in cannabis. According to the website, the company hopes to ensure that the marijuana industry is painted in “every color it lacks.”

“EstroHaze started about two years ago as a simple podcast between three colleagues, who were huge cannabis enthusiasts, and wanted to share their enthusiasm with those willing to listen. However, the real “founding” of EstroHaze happened in February 2017 when we entered the Canopy business accelerator on a mission to build the company into what it is and becoming, today,” Floyd told the AFRO. “Our goal is to be the primary bridge for multicultural women who are interested.”

When going on the EstroHaze site, guests can read informative articles about cannabis and new developments in the industry, view videos such as beauty experts doing their make-up high, and even listen to a playlist called, “High Note.”

All coming from media backgrounds, the creators of EstroHaze felt it important to offer multimedia options about multicultural women in cannabis after noticing the lack of representation in media. “I think people of color are often overlooked in mainstream media and that may, in some instance, have to do with access, desire, oversights, who knows? Women of color would likely be highlighted more if they were encouraged to be out, proud, unapologetic, and loud about their affinity for cannabis. EstroHaze is here to create a safe space so that women of color can do exactly that,” said Floyd.

“You can expect an expanding brand featuring original programming, events, and, of course, more exclusive, cool, relevant content for the thriving and aspiring canna-suer.”

In the past some women of color have been encouraged to publicly squelch their appreciation for cannabis while others such as entertainers Lil’ Kim, Solange and Rihanna have been vocal about their love of the green leaf. Floyd contends the past secrecy around women of color and marijuana is because of a cultural stigma created about consuming the plant. She said she hopes EstroHaze will help break the stigma.

“I think it’s just a dated contrived notion that ‘ladies shouldn’t do that stuff’ . . . If EstroHaze has anything to do with it, people will be forced to get over that, sooner than later,” Floyd said.

Now that EstroHaze has been an official company for the past eight months, the founders are having realizations of their own when it comes to women of color in the media business. “EstroHaze has changed our perspective that women, particularly of color, in cannabis were minimal in the space. We’ve grown to know that women of color are planting seeds (pun intended), cultivating, and growing several canna-businesses that we need to know,” Floyd said.

In addition, the team of co-founders, who Floyd described as, “dynamic, mystic, intriguing, powerful, entertaining, and necessary,” have discovered a new world of women like them, positive examples of cannabis enthusiasts.

“EstroHaze is revealing what we suspected, that you can be smart, classy, cool, ambitious, and canna-loving all the same,” Floyd said.