From Bright Lights To Grow Lights: A Sampling of Celebrity-Owned Cannabis Brands

For years, celebrities looking for their next investment opportunity or endorsement deal have flocked to the alcohol industry. With its huge market value ($2,313.2 billion in 2023), expected growth (Fortune Business Insights predicts it will top $5,716.2 billion by 2032), and abundance of brands eager to differentiate themselves from a sea of similar products, the sector has had a lot to offer to celebs who are willing to lend their star power.

But tides are changing. As alcohol sales slow down and Americans express more interest in 

sober or sobercurious lifestyles, alcohol brands no longer have the pull they once did. Now, celebrities looking to diversify have begun to dabble in the cannabis industry.

Though the cannabis market is still significantly smaller than the alcohol market (Forbes Business Insights currently values it at around $57.18 billion), its growth rate over the next eight years is expected to blow alcohol’s out of the water. The alcohol industry is expected to grow by 10.4% between 2025 and 2032, but experts predict the cannabis market will skyrocket with a 34.03% increase in value during that same time.

Celebrities are clocking this earning potential, as well as consumers’ shifting attitudes towards both alcohol and cannabis, and exchanging their top-shelf liquors for top-shelf bud. Here, we’ve rounded up some of the most exciting— and interesting!— Celebrity cannabis brands. From a goop-approved beverage to a country crooner’s pre-rolls, there’s sure to be something on our list that catches your eye. 

Cann

Gwyneth Paltrow, the founder of Goop, embraces clean beauty and sometimes quirky wellness rituals. But in 2022, she began backing a healthy alternative that was a little more mainstream (no jade eggs or whispering kind words to your water here). The actress invested in Cann, a canned tetrahydrocannabinol (THC) and cannabidiol (CBD)-infused beverage company founded by her old babysitting charge, Luke Anderson.

Paltrow joined a slew of other celebs— including Darren Criss, Rebel Wilson, Nina Dobrev, and Kate Hudson— in the $5 million seed round that allowed the brand to begin production on their naturally flavored, sparkling tonic waters. The drinks contain less than 0.3% Delta-9 THC and feature CBD derived from federally legal hemp. They aim to replace traditional canned cocktails and promote themselves as a “better buzz.”

After their initial offering became a huge success, the company quickly expanded its lineup. Now, they offer Hi Boys (with 5mg of THC), Hi’er Boys (with 10mg of THC), Roadies (pocket-sized liquid packets with 2mg of THC for adding to any drink), and gummies (each containing 2mg of THC and 4mg of CBD).

Houseplant

In a recent interview with The Guardian, actor Seth Rogen told the outlet, “I’m not physically gifted in many ways, but there’s one way in which I am, which is in my ability to process weed. And to me, it’s a very therapeutic part of my day-to-day journey, which I don’t even question or think about anymore, honestly.”

It tracks, then, that the “Superbad” star would have his line of cannabis and cannabis accessories. In 2019, Rogen co-founded Houseplant with screenwriter Evan Goldberg and businessman Michael Mohr. The brand sells its accessories line primarily online, offering everything a luxury-oriented smoker could want—branded rolling papers and lighters, colored glass grinders, ceramic ashtray sets, and cotton housecoats with specially designed joint pockets.

As for the actual cannabis, Houseplant sells several strains of indica and sativa, named after weather systems like “Pineapple Express” and “Diablo Wind.” The company also recently introduced a line of THC-infused sparkling waters. Containing 3mg of hemp-derived THC, the beverages currently come in four flavors. Currently, the pre-rolls and sparkling waters are only available in California, though the actor has hinted at plans to expand in the near future.

Willie’s Reserve

Country singer Willie Nelson is a legendary stoner. He reportedly is high “pretty much all the time” and once told Rolling Stone he “wouldn’t be alive” if it wasn’t for his regular consumption. And in 2015, after six decades of sharing his stash, he launched his own cannabis company, Willie’s Reserve. 

After a bout with bronchitis kept Nelson from smoking, he dreamed up the brand, which now sells everything from flower and pre-rolls to vape cartridges and edibles. And earlier this year, it announced a THC-infused social tonic that also includes CBD, CBG, and L-theanine. The forthcoming tonic perfectly fits the alcohol-free singer and promises to lift your spirits without weighing you down.

Unlike some of the other celebrity weed brands out there, Willie’s Reserve is no-fuss. Despite his extensive experience, Nelson proudly claims not to be a connoisseur. His answer, when asked which strains he prefers, is typically along the lines of  “I claim ’em all ” or “Pot’s like sex — it’s all good, some is great.” 

READ: These Celebrities Use Their Influence to Expand the Cannabis Market

Garcia Handpicked

Jerry Garcia, a co-founder of the Grateful Dead, dabbled in a little bit of everything during his decades-long career in rock and roll. But more than any other substance, he had a soft spot for pot, even comparing his band to it back in 1980. “What happens is that someone turns their friends on to us in the same spirit or sense that they would turn their friends on to pot. They turn them on because they have a good experience and they have a good time,” he told Relix. 

In 2020, his daughter, Trixie Garcia, launched a cannabis brand in his memory, called Garcia Handpicked. Offerings include everything from 10mg THC gummies shaped like guitar picks, packs of pre-rolled joints, and six strains of flower named things like “Under the Stars” and “Tri-Fi.”

In a letter on the company’s website, Trixie writes that the family sought to start a brand that would be “worthy of Jerry” by taking an eco-friendly path, sourcing unique genetics, working with creative and honorable partners, and incorporating fun whenever possible. 

Khalifa Kush

And no list of celebrity cannabis brands would be complete without Khalifa Kush.

In the early 2010s, rapper Wiz Khalifa developed a handful of strains perfectly tailored to his exact tastes and needs. He kept them in his personal stash for years before deciding to share them with the world in 2014.

A decade later, the brand offers four unique flower strains, including one crossed with menthol. These strains appear in everything from buds and pre-rolls to vapes, edibles, and concentrates, and the brand now sells them in nine states and Washington, D.C.

Unlike some of the other celebrities on our list, Kahlifa doesn’t just see cannabis as a side gig or secondary source of income, but as a full-time pursuit on par with his music. “I speak a lot in other places that aren’t hip-hop communities about weed and just trying to legalize it and push it and change the laws in certain places, or at least make it a little less scary. That’s my job,” he said in an interview with Sirius XM.