What To Know About Justin Bieber’s Cannabis Company, Peaches

Justin Bieber is attempting to break into the marijuana industry with pre-rolled joints dubbed “Peaches,” after a song from his most recent album.

On the items, the Canadian artist is collaborating with Palms, a Los Angeles-based brand. Palms specializes in prerolled cannabis goods, with seven-joint packs going for $32 in Nevada and California locations.

Bieber, 27, has been candid about how the demands of child stardom and drug use influenced his mental health issues.

He said he first took marijuana when he was 12 or 13 years old and eventually became addicted to it in a YouTube documentary series last year, though he added that not everyone had the same experience.

Celebrities are becoming more involved in the cannabis market. Martha Stewart has a line of CBD edibles with Canopy Growth Corp., and Jay-Z is the chief visionary officer of the Parent Co., which sells branded cannabis goods. Gwyneth Paltrow and Rosario Dawson are both partners in Cann, a THC-drinks company.

According to the 2020 HQ Cannabis Brand Affinity Report, Bieber’s target group, Gen Z and millennials, account for over 40% of the cannabis industry.

Veterans Walk and Talk, an organization of veterans who campaign for cannabis as medicine, and the Last Prisoners Project, a nonprofit that attempts to liberate those convicted of marijuana use, will each receive a share of revenues from his cannabis products. It will also promote marijuana industry diversification.