Ever heard of a plant coach?

They don’t wear whistles or train plants to grow. No, they instruct people on which plants will survive in their homes, teaching them how to take care of their chlorophyllous children and the way to style the greenery to their liking.

The playing field for these coaches is often Instagram, which has in many ways become a modern iteration of a department store for young people. Businesses tailored to the platform sell clothes, shoes, makeup, wigs, kitchenware — the list goes on.

And houseplants, popular among millennials, have increasingly taken root on the app. As begonias, monsteras and cactuses join microbladed brows, marble countertops and snow white apartment walls as hallmarks of the Instagram aesthetic, young entrepreneurs — or plantrepreneurs, as some call themselves — are building businesses selling plants and teaching others how to keep them alive.