The cannabis industry has found an unlikely group of power players: celebrities. What started as endorsement deals has grown into a multi-million dollar phenomenon where rappers, athletes, and actors aren’t just lending their names to products—they’re building legitimate brands that compete at the highest levels.
“The cannabis industry has matured far beyond simple celebrity endorsements,” says James Smith, Head of Vaping Community at Discount Vape Pen, a leading online vape store. “We’re seeing genuine entrepreneurship where public figures are developing proprietary genetics, creating innovative consumption methods, and building distribution networks that rival traditional cannabis companies.”
The Numbers Tell the Story
Wiz Khalifa’s Khalifa Kush dominated 2024 with $50 million in sales, nearly double its closest competitor. The rapper’s brand, which began as his personal stash in 2014, now operates across eight states including California, Florida, and Pennsylvania. His partnership with major distributors like Trulieve and Cookies helped establish Khalifa Kush as the industry’s top celebrity brand.
The top 5 celebrity cannabis brands for 2024 rounded out with Garcia Hand Picked ($25-30 million), 93 Boyz, Tyson 2.0, and Cheech & Chong’s Cannabis. These brands collectively generate over $100 million in annual revenue, proving that celebrity involvement can translate to serious business performance.
Many celebrity brands have made vaporizers and vape pens central to their product lines. Mike Tyson partnered with Grenco Science to create the Tyson 2.0 X G Pen Dash, combining the former heavyweight champion’s brand with cutting-edge vaporizer technology. Cookies, co-founded by Bay Area rapper Berner, developed an entire line of vape pens in collaboration with G Pen that features the brand’s signature strains.
Snoop Dogg’s Death Row Cannabis offers vape cartridges alongside flower and pre-rolls, while Tommy Chong’s Cannabis, one of the first celebrity cannabis brands, includes vape pens in its product lineup across nearly every legal state. The format appeals to consumers looking for discretion and convenience, two factors that have made cannabis vaporizers one of the fastest-growing segments in the industry.
Beyond the Names
What separates successful celebrity cannabis brands from failed ventures is authenticity. Willie Nelson’s Willie’s Reserve, founded in 2015, grew from decades of the country legend openly advocating for cannabis legalization and discussing its medical benefits. Seth Rogen’s Houseplant brought a design-forward aesthetic that reflected his actual sensibilities, offering stylish accessories and THC-infused beverages that filled a gap in the market.
Method Man’s Tical, launched in 2020 as a socially-conscious brand, recently expanded into New York where the Wu-Tang Clan rapper is from. The brand’s focus on social equity gives it a distinct identity beyond just celebrity association. Similarly, Jim Belushi’s Belushi’s Farm operates out of Southern Oregon with a focus on sustainable cultivation methods and his Blues Brothers brand heritage.
Industry Impact
The success has attracted athletes beyond boxing. Former NBA star Al Harrington founded Viola in 2011, and Calvin Johnson, a Pro Football Hall of Famer, co-founded Primitive in Michigan. Even musicians outside of hip-hop have entered the space. Grateful Dead drummer Mickey Hart’s Mind Your Head offers cannabis products in California, and System of a Down bassist Shavo Odadjian’s 22Red operates in California, Nevada, and Arizona.
Smith notes the broader market shift: “Celebrity brands have helped normalize cannabis consumption and make vaporizers more accessible to mainstream consumers. When someone sees Mike Tyson or Seth Rogen behind a product, it removes some of the stigma and opens the door to people who might have been hesitant.”
