From Snoop to Seth: Celebrity Cannabis Entrepreneurs Are Reshaping the Industry
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 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.
