Publication of the 100th issue of the Journal of Ethnopharmacology offers a strategic juncture to reflect on what, intellectually and practically, substantiates ethnopharmacology as a domain of inquiry and what its future might be. We characterize ethnopharmacology through the diversity of its practitioners, and review critiques that challenge researchers to set their sights on a theory-driven and context-sensitive study of the pharmacologic potential of species used by indigenous peoples for medicine, food, and other purposes. The conclusion suggests themes that will inspire an integrated, transdisciplinary ethnopharmacology for the future.