Between 2015 and 2025, more than 80 celebrity-linked cannabis brands were launched in North America. But a review from Above Board shows that many of them never became more than press releases, short-lived partnerships, or names without a real retail presence. The report maps 83 celebrity-affiliated cannabis brands and sorts them into active, discontinued, “zombie” brands, limited launches, and projects that never reached the market.
From gold rush to operational reality
The first wave of celebrity cannabis gained momentum in the mid-2010s. Snoop Dogg’s Leafs by Snoop and Willie Nelson’s Willie’s Reserve were early examples of how recognizable names could bring visibility to a new and tightly regulated industry. At a time when many consumers were still unfamiliar with legal dispensaries, a celebrity could create attention and trust.
But the report argues that visibility did not go very far on its own. Cannabis is a regulated agricultural product that cannot be scaled in the same way as other consumer goods. Each state requires its own licenses, operators, and local distribution. Once the first hype faded, it became clear that execution mattered more than the name on the packaging.
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Only 37 of 83 brands are still considered active
Of the 83 brands reviewed, 37 are still considered active. These include Cookies, Khalifa Kush, Cheech & Chong’s Cannabis Co., Tyson 2.0, Viola, Primitiv, and TICAL Official. What often links the longer-lasting ventures is that the celebrity did not just lend a name, but had a clearer role in the product, the culture, or the business model.
Cookies is highlighted as one of the clearest examples. Berner built the brand from within the cannabis industry, with a focus on genetics, retail concepts, and a consistent brand identity. Khalifa Kush is described in a similar way as a brand that started with a real product before expanding into a larger commercial venture.
Several famous names never moved beyond PR
The report is especially critical of projects where the launch seems to have consisted mainly of publicity. Drake announced More Life Growth Company together with Canopy Growth, but the partnership ended in 2021 and no products ever reached store shelves. Bethenny Frankel’s Skinnygirl Marijuana and Charlie Sheen’s Sheenius are also placed in the “never launched” category.
Jay-Z’s Monogram is cited as an example of a brand with a strong narrative, premium positioning, and major media attention, but one whose products later became hard to find in stores. Dan Bilzerian’s Ignite (🤮) is also presented as a case where lifestyle marketing was not enough to build a durable cannabis business.
The CBD wave lost momentum as the market matured
Celebrity-driven CBD ventures have also struggled to survive. The report notes that the CBD market lost momentum as supply expanded, demand became saturated, and regulatory uncertainty remained in place. Kristen Bell’s Happy Dance had distribution through major retailers such as CVS and Ulta, but was shut down in 2023 when Cronos Group pulled back from parts of the beauty segment.
There are exceptions, however. Martha Stewart CBD is described as a more resilient example, helped in large part by its connection to Canopy Growth and a more traditional consumer-brand strategy.
Operational responsibility matters more than a famous name
The report’s central conclusion is that the celebrity’s actual role often determines the outcome. Brands where the celebrity acts as a founder, operator, or active product builder have a much better chance of surviving than ventures where the name is merely licensed to an outside company.
That is especially true in an industry where tax rules, banking problems, local licenses, distribution agreements, and shelf presence can determine everything. A celebrity can create attention at launch, but cannot by itself solve problems involving cultivation, quality, cash flow, or regulation.
New Jersey shows how local barriers can sink major names
The report also points to New Jersey as an example of how celebrity status does not protect a brand from local obstacles. Raekwon’s Hashstoria was evicted after a lease dispute, Ice-T’s The Medicine Woman opened and closed within twelve months, and Whoopi Goldberg’s WhoopFam store has run into legal problems related to zoning.
That illustrates how quickly local rules, property issues, and prolonged permitting processes can become decisive even for high-profile ventures. For smaller operators, such barriers can be directly business-critical regardless of how strong the name on the door may be.
A more mature market demands more than recognition
Celebrity cannabis long functioned as a way to generate attention in a new market. But as consumers have become more experienced, the standard has changed. It is no longer enough for a package to carry a famous name. The product has to deliver quality, the price has to feel reasonable, and the brand has to be available where customers actually shop.
The report therefore reads less as a takedown of celebrities and more as a reminder of how the cannabis industry has matured. The brands that survive appear to be those that treat cannabis as a difficult, regulated, long-term business — not as a side project or a quick PR opportunity.
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