An attendee wears a golden pin in the shape of a cannabis leaf during Cannatech 2017, an annual global cannabis industry event in Tel Aviv, Israel, March 20, 2017. Reuters

The growing acceptance of marijuana has opened up consumer opportunities for the 420 holiday. Nearly 30 states in the U.S. have legalized cannabis use and the popular stoner-friendly holiday is poised to become a major marketing vehicle for brands – like Christmas for Cannabis.

Startups and fashion-forward labels hopping on board to peddle chic, luxe cannabis products – some of which are discrete and beautiful enough to satisfy even the most self-conscious stoner.

Read: Christmas Gift Guide For Stoners: Top Presents To Give Marijuana Enthusiasts During The Holidays

Some will fly (high) and under the radar this 420 with some not-so-obvious cannabis products.

1. Pax 3 Vaporizer: This high-end collection of vaporizers comes in gold and silver and are dual-use, allowing users to be able to puff on both extracts and dry herb totally under the radar.

2. Plazmatic Lighters: Light the perfect joint with this lighter – four nodes channels an electric current; the air between the nodes is ionized and creates a “purple x” that generates 900 degrees of heat. The lighters are also available in a range of colors and designs.

3. The Cannabis Kitchen Cookbook: Feel-Good Food for Home Cooks: Satisfy munchies without having to leave the house with this Cannabis Cookbook.

4. Somewhere Over The Rainbow Sunglasses from Nasty Gal: These round, psychedelic rainbow sunglasses have reflective lenses, so you’re still “in theme” for the holiday, yet no one will see the “whites” of your eyes.

5. Urban Outfitters Ashtray: This ashtray might be a little heavy-handed, but everyone loves a good marijuana pun.

6. Cannador Box: Forget the aerosol “stash” cans and invest in a locked box. Cannador makes gorgeous wooden boxes that actually regulate the humidity inside so that the green stays fresh.

7. Firefly2 Vaporizer: Like the Pax vapes, the Friefly is a small, portable vape that comes with two rechargeable batteries, a USB 3.0 cable and cleaning kit.