RAW® Rolling Papers has set a new benchmark for organic engagement within the cannabis and psychedelic industries, achieving over 300 million organic views across Meta platforms in April 2025. This remarkable milestone was accomplished without any investment in paid advertisements, highlighting the brand's deep connection with its audience and its ability to inspire widespread sharing and celebration among its global community.
Josh Kesselman, founder of RAW®, attributes this success to the brand's authentic approach to content creation and community building. 'Our audience is the algorithm,' Kesselman stated, emphasizing that RAW®'s strategy revolves around setting trends rather than following them. The brand's content, ranging from rolling tutorials to philanthropic initiatives, resonates deeply with a new generation of cannabis consumers, further solidifying RAW®'s position as a leader in the industry.
This achievement not only underscores RAW®'s dominance in the rolling papers market but also its role as a cultural movement. With a focus on creativity, justice, and community, RAW® has transcended its product offerings to become a symbol of authentic engagement and purpose-driven branding. The brand's success on Meta platforms serves as a compelling case study for other companies in the cannabis and psychedelic sectors, demonstrating the potential of organic reach in an era dominated by paid media.
Beyond its commercial success, RAW® and its parent company, HBI Innovations, are committed to ethical business practices and humanitarian efforts. Through RAW Giving, the company has contributed over $2.5 million to various causes, including clean water initiatives and animal rescue, further endearing the brand to its community and reinforcing its values-driven approach.
