Recreational marijuana is currently legal in 24 states and D.C., though the landscape is rapidly changing. “The,stigma around cannabis is now just so much lower, and it’s opening up entirely new markets for celebrities to,say, ‘Oh, look, here is another way that I might actually be able to leverage my brand,’” Jones continued. The,cannabis industry is challenging, however, given that it’s still illegal at the federal level, there are ever-changing,regulations, high licensing and operational fees and the competition of illegal business with lower prices.,While there seems to be stand-alone dispensaries opening on every corner and new brands popping up all the,time, some of the biggest names have struggled. MedMen, one of the most visible retail operations, present in,several states with its Apple store-like interiors and merchandise line, has shuttered all but two of its stores, and,its stock received a cease-trade order, plunging from a $3 billion valuation. Even so, demographic trends —,chiefly Gen Z and Alpha ditching alcohol for alternative mood enhancers — bode well for the future of the,budding business (especially if those younger generations could force movement on changing the status of,cannabis at the federal level). In New York, cannabis sales were expected to exceed $150 million in 2023,,according to the Office of Cannabis Management. “You’re seeing tremendous market growth within different,cannabis brands right now,” Jones said.
With this, many celebs are also launching their own brands, and not just OG stoners like Willie Nelson and,Cheech and Chong, who have long been in the space. In February, Travis Barker launched Barker Canna Co.,,which has edibles, pre-rolls and vapes. Wiz Khalifa has Khalifa Kush, and Bella Thorne’s Forbidden Flowers,sells an assortment of strains for different vibes. Following in the footsteps of her bestie Snoop Dogg, Martha,Stewart has shown her passion for the plant through her line of CBD-infused wellness gummies. Seemingly,synonymous with weed, Seth Rogen has his own brand Houseplant, which sells smoking accessories and home,goods
Whitney Port for The High Confectionary Whitney Port for The High Confectionary COURTESY Others are,tapping into the category by aligning with pre-existing brands. For example, former “The Hills” star Whitney,Port recently joined microdosable edible brand The High Confectionary as its creative director. “During,COVID-19 I started to dabble in cannabis,” Port said, adding that she began sharing her experience on social,media. “We’re all looking for healthy ways to relax.…A lot of people following were curious about it, had a lot
