From Wall Street to Wellness: How Degelis Pilla Built TribeTokes on Data and Integrity
Degelis Pilla’s career began on the trading floors of Wall Street, where she honed her ability to read markets, interpret data, and make swift, evidence‑based decisions. After years as an analyst and later as COO of several tech startups, she turned that analytical mindset toward a nascent industry: legal cannabis. In 2016, motivated by the wave of state‑level legalization votes, Pilla decided to join the movement and launched what would become TribeTokes, a clean‑cannabis wellness brand co‑founded with Kymberly Byrns.
Finding Purpose in Pure Cannabis
Pilla and Byrns identified a clear gap in the market: product quality and transparency. While vaping offered a discreet, low‑odor alternative to smoking, many vape cartridges contained cutting agents such as propylene glycol, artificial flavors, or even vitamin E acetate—substances later linked to serious lung injury.
“People love to vape because it’s discreet and easier on the lungs,” Pilla explained. “But some brands were putting things in vapes they shouldn’t, like e‑cigarette base products or artificial flavoring instead of plant terpenes.”
The first TribeTokes product—a CBD vape—went live online in 2018. By 2019, a nationwide vaping crisis (often referred to as EVALI) brought the issue into sharp focus. The CDC reported over 2,800 hospitalized cases and 68 deaths tied to illicit vape products that year, underscoring the need for rigorously tested alternatives.
TribeTokes responded by making third‑party lab testing a non‑negotiable standard for every batch. With limited federal regulation in the cannabis space, the company self‑regulates, positioning itself as a gatekeeper for consumer safety. This commitment earned early coverage in outlets such as Rolling Stone, Forbes, and Allure, helping the brand stand out amid a sea of questionable offerings.
No Ads, No Problem: Leveraging SEO for Growth
One of the biggest hurdles for cannabis businesses in the United States is the advertising ban on major platforms like Google and Facebook. Paid search and shopping ads are effectively off‑limits, forcing brands to rely on organic visibility.
Pilla turned this constraint into an advantage. Early press mentions gave TribeTokes a foothold in search rankings for CBD‑related terms. Recognizing the opportunity, she dove into search engine optimization, using tools such as Semrush and Exploding Topics to uncover high‑value, low‑competition keywords.
“The advertising ban means we don’t have a huge demand‑creation engine, but SEO lets us capture existing demand,” Pilla said. “Niche phrases like ‘sour diesel vape’ are easier to rank for than broad terms like ‘cannabis vape,’ allowing us to reach highly intent‑driven shoppers.”
Beyond keyword optimization, Pilla invested in building a robust backlink profile—securing links from reputable lifestyle and industry sites—and optimized the site’s user experience to turn visitors into email subscribers. The result is a steady stream of organic traffic and a loyal customer base that returns for new product drops.
Using Trends to Drive Research and Development
Data doesn’t only inform TribeTokes’ marketing; it fuels product innovation. By monitoring search volume trends for specific cannabis strains, the team can gauge consumer interest before investing in formulation work.
“There are thousands of strains, so we look at what people are searching for to guide our R&D,” Pilla noted. While not every trending strain meets the brand’s standards for taste, effect, and wellness benefit, the trend data acts as a compass, pointing the team toward promising candidates worth testing.
One example is the recent surge in interest around THCV, a non‑psychoactive cannabinoid known for appetite suppression and focus enhancement. After seeing THCV appear in Exploding Topics’ trend reports, Pilla accelerated the development of a THCV‑CBD gummy, aligning the product launch with rising consumer curiosity.
Moving Fast Amid Market Shifts
TribeTokes remains entirely bootstrapped—a decision that shapes its culture and pace. Without external investors, Pilla and Byrns retain full control over the brand’s vision and can pivot quickly as regulations, consumer preferences, and technology evolve.
“Being bootstrapped forces discipline,” Pilla said. “You learn to say no to shiny opportunities and focus on what actually moves the needle.” This agility has been crucial in an industry where state‑level laws change frequently and new cannabinoids emerge regularly.
She advises fellow founders to stay grounded in their expertise, trust their instincts, and remain adaptable—whether the shift comes from market dynamics or personal growth.
Looking Toward the Future of Clean Cannabis
TribeTokes’ product pipeline continues to expand. In addition to the THCV‑CBD gummy, the company is working to enter state‑licensed cannabis markets. Pilla confirmed that the team is in the queue for a New York State manufacturing license and is a partner in a forthcoming Maryland license.
Customer feedback remains the brand’s north star. Pilla reads every review and comment, using direct consumer insights to stay motivated and to refine existing offerings.
“When you write a review, it can feel like it disappears into the ether,” she said. “But we see every piece of feedback, and it reminds us why we started: to provide safe, transparent cannabis wellness products that people can trust.”
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