The A-list weed-preneurs cashing in on cannabis

As Justin Bieber joins the likes of Jay-Z and Seth Rogen by entering the marijuana industry, Rosie Fitzmaurice on why the green stuff is big business for celebrities
Evening Standard

Celebs love a side hustle. The latest buzz across the pond? Weed empires, and now even Biebz is at it.

Forget the stoner cliché, for some of the A-listers building marijuana businesses it’s a form of political expression against prohibition. Smoking weed recreationally has been legal in Canada since 2018, but is only legal in some states in the US.

Possession, selling and growing cannabis is still illegal in the UK, though London Mayor Sadiq Khan said this year that if he were re-elected he would look into setting up a commission that could decriminalise marijuana.

As Justin Bieber announces his new venture to his 199 million Instagram followers, here are the weed-preneurs to know.

Justin Bieber Peaches x Palms

The story: Biebz has joined forces with premium pre-roll brand Palms for a limited edition collab, Peaches, named after his March 2021 hit from album Justice. Bieber, who has been open about his struggle with mental health, said: “I’m a fan of Palms and what they are doing by making cannabis approachable and helping to destigmatise it — especially for the many people who find it helpful for their mental health.” The single strain, indoor flower pre-rolls are available in Indica, Sativa and Hybrid and proceeds will support charitable causes Veterans Walk and Talk and the Last Prisoner Project. “Weed was something that I felt people tried to make me feel bad for enjoying,” Bieber told Vogue. “But I’ve now found a place in my life for weed products that have been beneficial in my human experience.” The limited edition packs of seven pre-rolled joints containing an eighth will set you back $32 (£23.50) and are being sold in California, Nevada, Massachusetts and Florida.

USP: Billed as “high-end,” “sophisticated” and “convenient”, each packet is adorned with Insta-friendly branding in pastel hues and palm trees, and comes with a Peaches-branded Bic lighter.

Monogram by Jay-Z

The story: Jay-Z, real name Shawn Corey Carter, who is a fervent campaigner for people serving harsh prison terms for weed possession, launched Monogram in December to mark a “new chapter in cannabis defined by dignity, care and consistency”. There are five strains, Nº01, Nº03, Nº70, Nº88 and Nº96, coming in different flavours — from berry to mint to sweet citrus — and strengths — light, medium and heavy. In March, Monogram commissioned photographer Hype Williams to recreate iconic poolside images taken by Slim Aarons with a contemporary twist, displaying the new pictures around New York City following the legalisation of cannabis in the state. “On the heels of legalization, seeing creative like this become a natural part of the fabric of New York City only reinforces that cannabis has a right to exist within our customs, arts and social institutions,” Carter said. “New York’s decision to legalize is a victory for the entire industry, and I’m excited to have MONOGRAM play a role in bringing that message to life in my own backyard.” The OG Handroll, a $50 joint made from small-batch flower is Monogram’s supposedly smokes like a premium cigar. Loosies pre-roll packs of four retail for $40.

USP: “Grown right”, from “soil to seed”, each joint is rolled by “highly trained artisans”, with flavour profiles to suit the desired high.

Houseplant by Seth Rogen

The story: Back in 2019, actor and screenwriter Seth Rogen set up online cannabis store Houseplant, with pal and collaborator Evan Goldberg — the pair wrote Pineapple Express together — in their native Canada. It launched in California earlier this year, and along with it a curated edit of posh pot paraphernalia. Think cast iron match strikes, elegant glass bongs and hand-carved (by Rogen) ceramic ashtrays — he’s one of the many to have gotten heavy into pottery in lockdown. “Houseplant weed is what we actually smoke, and we have hand-selected every strain,” the site reads. It’s triple-curated with the “industry’s leading cultivators”, using sustainable practices, and each batch is “rigorously vetted” to ensure only the “highest quality nugs”. An eighth (3.5 grams) costs $60 and weed-themed homewares are even pricier, but look, they double up as designer nick nacks.

USP: Hand-picked, hand-trimmed and “strong”. The brand aspires to be the “most thoughtful weed company in the world” and is dedicated to raising awareness of racism around prohibition.

Snoop Dogg’s cannabis empire

The story: Snoop Dogg was one of the first celebrities to jump on the cannabis wagon. He launched Leafs by Snoop in Colorado in 2015 after cannabis was legalised there, but later became embroiled in a legal battle with the Canadian ice hockey team Toronto Maple Leafs over its logo. He also owns Merry Jane, a cannabis-focused digital media company and e-commerce platform and co-founded Casa Verde, one of the first funds dedicated entirely to the cannabis industry, which has invested in multiple start-ups, including Oxford Cannabinoid Technologies, which researches cannabis medical products for pain.

USP: Snoop has a finger in many cannabis-related pies, and even inspired Martha Stewart’s CBD line.

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