As marijuana consumption grows with expanding legalization, most users still want to be discreet about their practices. Entrepreneurs are helping these customers keep their cannabis consumption under the radar, and to connect them unobtrusively to retailers and like-minded users.

Brian Huynh started his company, Sploofy, like many entrepreneurs do, in an effort to solve his own problem. “I worked as a financial accountant and found myself living two different lives,” he said. “On one hand, I was putting up a professional demeanor every day while working at the office but as soon as I got home the only thing I wanted to do was take a big hit out of a bong. I found myself having to hide the fact that I love smoking weed in fear of people stereotyping me as a ‘stoner’.” One way to maintain his privacy he decided, was to create a personal air filter to rid his home environment of the distinctive odor of cannabis.

Huynh joined forces with two friends in 2015 to start Sploofy in Los Angeles and create those air filters for consumers like himself. Consumers using a water pipe to smoke cannabis exhale into the device which retains the particles and smell using a HEPA filter.

Huynh didn’t expect his customer base to turn out the way it has. “Our target audience was young adults but a surprisingly high number of customers are parents with kids,” he said.

Some may not want their children to know they use the substance. Others may want to keep the possibility of second-hand smoke away from their children.

Huynh’s experience selling to parents echoes a recent study of the make-up of cannabis users. Miner and Co. Studio, surveyed800 consumers who had purchased cannabis in a retail setting. 93% of those surveyed said they consume cannabis at least once a week, and they were generally married, working people. 84% were employed full time. 65% reported earning a household income of at least $75,000 per year.  42% were parents of children under the age of 18.

Cannabis users also look to research products and connect with each other in a discreet fashion. Mass Roots, a Denver-based social media platform for cannabis users and retailers was founded in 2013 by Isaac Dietrich, to do just that.  Currently about one million people have tried Mass Roots to stay up to date on cannabis news, find retailers near them, or communicate with other consumers.

 Entrepreneurs are finding other creative ways to cater to cannabis users who want to experience their high discreetly. Jody Hall, co-founder of Goodship Higher Education in Seattle, books leading experts on artificial intelligence, extra-terrestrial life and other topics for audiences of about 200 people. The lecture program is designed for attendees to arrive high (or “pre-boarded on the Goodship”) so they can gather and share their experience, in a sophisticated setting, without flaunting their usage. Hall is also founder of the Goodship, a gourmet cannabis-infused edibles company in Seattle.

While the spread of cannabis legalization continues, its use retains a stigma for now, so entrepreneurs like these will likely continue to find a growing audience looking for discretion.