40 Under 40: Yes She Cannabis – Jessica Assaf

The cannabis industry is filled with pioneers building a brand-new legal industry. From groundbreaking technology (Puffco Peak E Rig) to iconic genetics (Girl Scout Cookies). The trailblazers behind such creativity and innovation have set the bar high and are no doubt an inspiration for the trendsetters of tomorrow.

Jessica Assaf is one such trailblazer.

As the creator of the female-led cannabis community Cannabis Feminist, Assaf is dedicated to empowering women to lead the cannabis industry. In this curated space, women consumers and the curious alike can gather, learn and experience in a safe and inclusive setting that’s perfect for a sesh. Her digital series Queens Of The Stoned Age highlights the glorious feminine energy of the plant—and is produced by Snoop Dogg’s digital media company, Merry Jane.

A clean beauty pioneer and advocate, Assaf also revolutionized the hemp-based wellness space with her brand Prima, literally writing the script for retailers such as Sephora wanting to integrate cannabis into their stores. If you ask Assaf, who splits her time between New York City and Los Angeles, cannabis isn’t just a business or a way to pass the time—it’s her truth.

“It’s so much more than just a plant to me; it’s really a source of inspiration and allows me to connect to my deepest purpose,” Assaf says. “I feel it’s responsible for how far I’ve gotten in my career and also in my personal development.”

But how did Assaf’s meteoric rise come to be? It’s a story rooted in hope and healing.

Coming of age in the Bay Area, weed was never a taboo subject for Assaf. The plant was normalized for her from a young age, planting a seed that sprouted years later.  

“Growing up in San Francisco, cannabis is always in the air,” Assaf says with a laugh.

When she turned 18, Assaf got a medical marijuana card. She found that cannabis helped ease her anxiety and stress, changing her outlook on life and discovering its true healing potential. She went on to attend Harvard Business School, graduating with an MBA as California was inching closer to legalizing adult-use cannabis. Sensing something big on the horizon, Assaf decided to head to Los Angeles with her dog and bong in tow. There, she dove deep down the cannabis rabbit hole, discovering the anatomy of the plant and its divine feminine spirit.

“It softens us as female plants—I really thought it was a way to re-imagine feminism,” Assaf says. “And I realized that cannabis could actually be the first billion-dollar industry run by women.”

It was then that Cannabis Feminist was born. The goal was to create a female-led cannabis community, educating people about the medicinal benefits of the plant and paving the way for a new industry to merge with women’s leadership at its core.

Soon, Assaf was hosting meetups with women from across the city. They would smoke, share stories and sing the plant’s praises. The group’s popularity grew rapidly, with the corresponding Instagram page nearly 60,000 followers. Assaf quickly expanded, creating a series of “Bake Sale” events where women could learn about products on the market and try before they buy.

With a Tupperware party-esque environment and an incredible response from attendees, Assaf’s Bake Sales were an instant hit. It wasn’t long before The New York Times’ “Sunday Styles” section did a front-page feature on the events.

The logical next step? Start a brand.

At this point, Assaf was on top of the weed world. Cannabis Feminist was attracting tons of high-profile attention, including producers from Snoop’s Merry Jane. She recorded several episodes of Queens Of The Stoned Age, which focused on normalizing cannabis consumption among women of all ages and backgrounds. Assaf also had the opportunity to travel to Israel, meeting with famed scientist and “Father of Cannabis Research,” Dr. Raphael Mechoulam, the first person to isolate THC and several other compounds. His inquiry into the endocannabinoid system set into motion all that we know about cannabis today, something Assaf was struck by.

“I want the whole world to know his name,” she says.

During this time, Assaf was building what would become the beauty and wellness brand Prima. After speaking with her peers, she realized the need for wellness products without THC.

“When I talked to so many women, especially mothers, I learned that both the smoking aspect of marijuana and the THC were still barriers, preventing people from seeing it for what it is, which is a medicinal plant,” she says.

Prima launched in 2018, landing at Sephora not long thereafter. Offering an array of beautifully packaged supplements, Prima set the bar for what cannabis wellness could be. Hemp-based beauty products soon popped up like toadstools, but Assaf’s guidance led to the creation of Sephora’s CBD standards.

After five screamingly successful years, Prima was acquired. Assaf left the company, but not the cannabis space, opting to continue consulting and building community.

When asked about the future, Assaf opines about the growing interest in cannabis and her resounding dedication to healing.

“I hope people see cannabis as an instrumental part of their daily wellness routine, whether they need THC or not,” she says. “I believe in the research showing their antioxidant and anti-inflammatory properties. We should all open our eyes to how this plant family can help us reach the highest health and happiness in our lives.”

Regarding the prohibitionists, Assaf encourages them to look at the facts—and the incredible powers that cannabis may behold.

“It’s a plant here to help,” she says plainly. “It’s not our enemy—she’s really our friend.”