Beyond Snoop Dogg or Cheech and Chong, there have been few public figures more closely associated with their love of cannabis than Seth Rogen. In fact, many of his most successful films — Superbad, Knocked Up, Pineapple Express — can be thematically summarized as the pitfalls and triumphs of getting high with your friends all day. But behind the smoke of his burnout facade is a savvy businessman who turned his passion into profits. In 2019, Rogen, along with longtime collaborator and BFF Evan Goldberg, started Houseplant — a brand dedicated to celebrating weed culture. It offers branded cannabis in states that legally allow it and accessories in ones that are, let’s say, less chill.