Seth Rogen

Seth Aaron Rogen (b. April 15, 1982, Vancouver, British Columbia), actor, writer, and producer whose films Pineapple Express (2008, co-written with longtime collaborator Evan Goldberg), Knocked Up (2007), and This Is the End (2013) carried cannabis humor into mainstream 2000s–2010s Hollywood comedy. Rogen has been consistently open about daily cannabis use. In 2019 he, Goldberg, and Michael Mohr co-founded Houseplant, a cannabis lifestyle company that launched in Canada through a partnership with Canopy Growth. On March 1, 2021 Houseplant announced its U.S. debut in California; the launch-day announcement generated enough traffic to crash the company's website. Initial strains — Diablo Wind, Pink Moon, and Pancake Ice — were named after weather systems, echoing Pineapple Express. The brand also sells Housegoods: ceramic ashtrays and lighters designed by Rogen, vinyl records, and (from 2024) a coffee line with Cometeer. Rogen's brand is notable for distancing cannabis retail from traditional counterculture imagery, positioning it instead as adult lifestyle and design — part of the post-legalization reframing of cannabis consumers as design-literate adults rather than stoner stereotypes.