Seth Rogen is widely recognized, but the most useful verified picture of his public work goes beyond entertainment. Current sources point to two major areas of activity: his role in building Houseplant into a cannabis and home-goods brand, and his long-running involvement with Hilarity for Charity (HFC), an Alzheimer’s nonprofit he co-founded with Lauren Miller Rogen.
Those two tracks connect through firsthand and official material rather than guesswork. Houseplant’s own account explains why Rogen wanted better-designed cannabis products and home objects, while direct interviews show how pottery and design became part of the company’s development. On the advocacy side, HFC documents his continuing role as a co-founder and board member, and an official U.S. Senate record preserves his 2014 testimony about caregiving, stigma, and research.
| Category | Details |
|---|---|
| Public identity | Entrepreneur, producer, writer, author, ceramics enthusiast, and Alzheimer’s advocate |
| Business project | Co-founder of Houseplant, a cannabis and home-goods brand |
| Houseplant focus | Design-minded cannabis accessories, home goods, and later beverages |
| Nonprofit role | Co-founder and board member of Hilarity for Charity (HFC) |
| Public advocacy area | Alzheimer’s caregiving, awareness, education, and brain health |
Houseplant Grew From Rogen’s Interest in Better-Designed Cannabis Products
The clearest verified account of Houseplant’s purpose comes from the company itself. On Houseplant’s official site, Rogen explains that he and Evan Goldberg wanted to change how people enjoy cannabis and to create objects such as ashtrays and rolling trays that looked at home in a thoughtfully designed living space rather than like throwaway accessories.
Current reporting identifies Houseplant as having been co-founded by Seth Rogen, Evan Goldberg, and Michael “Mikey” Mohr. Houseplant’s own “Our Story” page focuses on Rogen and Goldberg starting the idea, while later reporting also identifies Mohr as a co-founder.
Houseplant-related business activity was reported in 2018, while later coverage places its Canadian launch in 2019 and its expansion into the United States in 2021. That distinction matters because 2018 references can appear alongside later summaries, even though they describe different stages of the company’s development.
Rogen has described Houseplant as a creative project shaped by his interests in cannabis culture, ceramics, and home design, rather than a conventional business venture.
Ceramics Became Part of His Product Development
Rogen’s interest in pottery wasn’t a side hobby kept separate from Houseplant. Direct interviews show that ceramics became part of the company’s design language and product development.
In Architectural Digest’s 2022 look inside Houseplant’s headquarters, he discussed ceramics he had made himself. He showed how some of the company’s products grew from the kinds of objects he wanted in his own environment. The same coverage reported that Houseplant sold an ashtray based on one he had made on the pottery wheel.
That design connection also appears in his own comments about learning. In a first-hand interview with Being Patient, he said that he and Lauren had taken an online glaze-making workshop and were learning about the chemistry behind ceramic glazes. The point was not simply that he enjoyed pottery. He described it as a genuine learning process.
By 2026, that interest was still active. In an Architectural Digest interview tied to Houseplant’s Italian Collection, Rogen said he still worked at the wheel and openly acknowledged that some specialized methods, including detailed hand-painting, were outside his skill set. That clarifies the picture: his pottery work shaped ideas and design direction, but Houseplant’s finished products also involved specialist artisans and manufacturers.
His remarks to Inc. in March 2025 add another layer. There, he said he saw Houseplant less as a conventional business venture and more as a creative project—something that began with an idea and personal sensibility and then either connected with people or did not. He also explained that part of the brand’s product direction came from the fact that he was already collecting or making objects such as ashtrays and lighters because he could not find many that suited his own preferences.
Houseplant Expanded Further Into Home Goods and Beverages
Houseplant later expanded across cannabis products, smoking accessories, home goods, and beverages.
In December 2024, Forbes reported that Houseplant launched hemp-derived Delta-9 THC sparkling water in the United States. Rogen participated directly in that reporting, making it a useful marker of the company’s next phase. By then, Houseplant had expanded into another product category alongside its cannabis, smoking-accessory, and home-goods offerings.
His SXSW appearance with Inc. in March 2025 reinforced that broader direction. Speaking alongside Mohr, Rogen described Houseplant as an extension of his own taste and ideas. The business side mattered, but his public explanation was rooted in creative development rather than abstract entrepreneurship.
A further step came in April 2026, when Architectural Digest reported that an Italy trip taken by Rogen and Lauren Miller Rogen had influenced Houseplant’s Italian Collection. According to that coverage and Houseplant’s own materials, the collection included pieces made and hand-painted in Deruta, Italy, along with a collaboration with Carbone.
The collection broadened Houseplant’s home-goods range into tableware made in Deruta. Rogen also discussed hosting and cooking at home, adding context to the company’s move into products designed for dining and entertaining.
Alzheimer’s Became a Long-Term Public Cause for Rogen
The second major area of verified public work in Seth Rogen’s profile is Alzheimer’s advocacy.
According to HFC and related first-hand material, he and Lauren Miller Rogen co-founded Hilarity for Charity in 2012. Some older reputable reporting has used 2011 when referring to the organization’s origins, but current HFC-linked material supports 2012 as the safest year to use.
This became a sustained public cause, too, as documented directly. In a Being Patient interview, Rogen said he did not really understand Alzheimer’s until Lauren’s mother developed the disease. He described how that experience changed his understanding and how the family eventually moved Lauren’s parents closer so they could help.
The same interview is useful because it does not stop at a general expression of concern. Rogen said he learned that being a supportive partner did not automatically mean he was equipped to handle every emotional burden created by caregiving. He spoke about the value of professional support, including therapy, during such situations.
Another direct explanation came in the Getting Curious interview from May 2024, where he discussed why humor became part of HFC’s identity. He said comedy was a tool he and Lauren already knew how to use, although they initially wrestled with how to use it appropriately in the context of a serious disease. That helps explain HFC’s tone without reducing the seriousness of its work.
His 2014 Senate Testimony Put Caregiving and Stigma on the Public Record
Rogen’s Alzheimer’s advocacy reached a formal public stage on February 26, 2014, when he testified before the U.S. Senate Committee on Appropriations at a hearing titled “The rising cost of Alzheimer’s in America.”
The hearing and Rogen’s written testimony are preserved in the official record of the U.S. Senate Committee on Appropriations. In his testimony, he addressed the burden Alzheimer’s places on families, the financial strain attached to caregiving, the stigma surrounding the disease, and the need for continued attention to research.
The hearing record remains important, though the numerical data from 2014 reflects that time. Its lasting value is in documenting the scope and seriousness of his advocacy, not in supplying current Alzheimer’s statistics.
HFC’s Current Work Extends Beyond Fundraising Events
Official HFC material shows that Rogen’s connection to the organization remains active. The nonprofit’s team page currently lists him as a co-founder and board member, confirming an ongoing leadership role rather than a historical association.
HFC’s 2025–2028 Strategic Plan, signed by Seth Rogen, Lauren Miller Rogen, and board chair Dan Miller, outlines five focus areas: caregiver support, youth engagement, collaboration, research and policy, and public awareness. That gives a clearer sense of the organization’s current structure and goals.
The youth side of the work is especially visible. HFC’s current materials describe HFCUniverse, a brain-health initiative for high-school and college audiences, and Rogen remains part of that effort through the campaign’s “Professor Seth Rogen” branding.
Another continuing piece of the advocacy record is the documentary Taking Care, which follows Seth Rogen and Lauren Miller Rogen in connection with Lauren’s mother’s early-onset Alzheimer’s disease. Institutional sources show the documentary was still used in public education in 2026, including at an AARP Kansas screening.
HFC’s current structure includes programs, education initiatives, and longer-term planning. Rogen remains a co-founder and board member within an organization that also has staff, advisers, partners, and other leaders.