Few industries have experienced a cultural shift as quickly as cannabis, and few products illustrate this evolution better than cannabis vapes. Once a niche method of consumption, vapes have exploded into the mainstream — thanks in large part to the power of social media influencers who’ve redefined what cannabis looks like to modern consumers.
Influencers like Koala Puffs (Anjela) and Coral Reefer have amassed hundreds of thousands of followers by blending cannabis education with lifestyle content. Their playful, engaging videos showcase vape cartridges, pens, and tips for discreet consumption, helping audiences understand the nuances of vaping in a relatable, down-to-earth way. By positioning vapes as stylish, functional accessories rather than stigmatized paraphernalia, they’ve helped normalize cannabis use for a new generation.
These influencers do more than just show products — they create a sense of community. Fans flock to comment sections on Instagram Reels or TikToks, sharing personal experiences or asking questions about hardware, oil types, and dosing. This peer-to-peer learning builds trust in a way traditional advertising can’t, especially in an industry where regulations often limit paid ads.
The discreet, portable nature of vapes is another key to their social media success. Influencers like Chrissy Harless highlight the convenience of vaping during travel, outdoor adventures, or relaxing at home — all without the lingering odor of smoke. By seamlessly incorporating vapes into their everyday routines, they portray them as modern, sophisticated, and compatible with busy lifestyles.
Brands have taken notice. Companies like Stiiizy and Select have collaborated with popular creators to design influencer-branded vape pens or run sponsored campaigns. Koala Puffs, for example, launched a limited-edition collab with Stiiizy, selling out quickly as her followers rushed to buy a piece of the influencer’s brand. Such partnerships amplify hype and authenticity, translating social clout directly into sales.
Yet, the influencer-driven rise of cannabis vapes also brings challenges. Some creators, intentionally or not, fail to enforce age-gating, exposing underage viewers to cannabis content. Others might gloss over potential health risks, oversell benefits, or skip important disclaimers about legal age and regional laws. Experts caution brands and influencers to prioritize transparency and responsibility, emphasizing accurate information about dosing, potency, and safe use.
On the bright side, influencer marketing has sparked innovation across the vape industry. Brands now design sleeker, more intuitive devices, knowing they’ll be featured in influencer posts where aesthetics and user experience matter. Early, clunky vape pens have given way to slim, USB-rechargeable devices with adjustable airflow, modern finishes, and flavors curated to trending preferences highlighted by influencers.
There’s no question that influencers like Koala Puffs, Coral Reefer, and Chrissy Harless have played a pivotal role in reshaping cannabis vapes from taboo to trendy. By showcasing vapes as part of daily life, they’ve helped merge cannabis with mainstream wellness, fashion, and tech cultures. While challenges around compliance and responsible promotion persist, the enduring takeaway is clear: influencer marketing isn’t a passing trend — it’s a foundational element of how cannabis vapes became a lifestyle statement, and it will continue to shape the future of cannabis consumption.