Justin Bieber is the latest star to enter the cannabis business

Justin Bieber has just entered the cannabis market through Palms, a Los Angeles-based company that sells packets of pre-rolled cannabis-laced cigarettes in California and Nevada. Bloomberg. Justin Bieber now has his own brand, “Peaches”, named after one of the songs on his latest album.

"I'm a fan of Palms and what they're doing in making cannabis accessible and helping break the stigma, especially for the many people who find it helpful for their mental health," Bieber said in a statement. A spokesperson declined to reveal the financial terms of the collaboration. The product's name matches the chorus of Bieber's song, where he sings "I get my peaches in Georgia and my weed in California."

Bieber, 27, has always spoken openly about how the pressures of stardom during his childhood and adolescence led him to use drugs and how they contributed to his own mental health challenges. In a YouTube documentary series last year, Justin Bieber said that he tried cannabis when he was 12 or 13 years old and that he ended up feeling dependent on it, although he noted that not everyone has the same experience.

More and more celebrities are entering the cannabis industry. Jay-Z has created his own brand, Monogram, Martha Stewart has a line of CBD gummies in partnership with Canopy Growth and Rosario Dawson and Gwyneth Paltrow are both involved with beverage maker THC Cann. Bieber's target audience, which includes millennials, makes up nearly 40% of the cannabis market, according to a 2020 report by the HQ Cannabis Brand Affinity Report.

A portion of its product sales will support institutions such as Veterans Walk and Talk, a veterans group advocating cannabis as a medicine, and the Last Prisoners Project, a non-profit organization that aims to free people convicted of cannabis possession.

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