Celebrity involvement has become one of the most visible forces shaping modern cannabis culture. What was once an underground movement has evolved into a mainstream lifestyle category, in large part because well-known figures have been willing to publicly associate their names, stories, and values with cannabis. From launching personal brands to partnering with established companies, celebrities have helped redefine how cannabis is perceived, marketed, and consumed.
One of the most influential examples is Snoop Dogg, whose long-standing relationship with cannabis predates legalization itself. His brand, Leafs by Snoop, helped set the tone for celebrity cannabis ventures by blending authenticity, lifestyle branding, and global recognition. Snoop’s involvement made it clear that cannabis brands could carry cultural weight, not just product value. His openness normalized cannabis use for millions of fans and helped bridge the gap between legacy consumers and newer, regulated markets.
Athletes have also played a major role in shifting the conversation, particularly around wellness and recovery. Former NFL star Ricky Williams was one of the earliest advocates, speaking openly about cannabis as a tool for mental health and physical balance. His brand and advocacy efforts reframed cannabis as part of holistic wellness rather than recreational excess. More recently, figures like Kevin Durant and Al Harrington have invested in cannabis companies, lending credibility and business acumen to the space while advocating for social equity and athlete health.
In the entertainment world, Seth Rogen’s Houseplant brand has influenced cannabis culture beyond flower and pre-rolls. By combining premium cannabis products with thoughtfully designed home goods, Rogen positioned cannabis as part of everyday living. The brand’s aesthetic—clean, playful, and design-forward—challenged outdated stereotypes and appealed to consumers who value style as much as substance. Houseplant demonstrated that cannabis could coexist with modern design and upscale branding.
Musicians have continued to merge cannabis with creativity and identity. Wiz Khalifa’s Khalifa Kush is a prime example of a strain-driven brand that became a cultural staple. Rather than simply licensing his name, Khalifa built a product closely tied to his personal preferences and music career. This approach resonated with fans who saw the brand as an extension of his lifestyle, reinforcing the idea that successful celebrity cannabis brands are rooted in authenticity.
Some celebrities choose to align with established cannabis operators instead of building brands from the ground up. Martha Stewart’s partnership with Canopy Growth stood out precisely because it challenged expectations. Her entry into the cannabis space introduced CBD—and later THC products—to an audience that may not have previously engaged with cannabis. Stewart’s involvement helped normalize cannabis use among older consumers and wellness-focused demographics, expanding the industry’s reach.
Social media has amplified all of this influence. Celebrities can now tell their cannabis stories directly, bypassing traditional advertising restrictions. Podcasts, interviews, and behind-the-scenes content allow fans to see genuine engagement rather than polished marketing. This transparency has become essential, as consumers increasingly expect education, responsibility, and purpose from celebrity-backed brands.
Ultimately, celebrity influence has helped cannabis culture mature. Not every celebrity venture succeeds, but those grounded in personal experience, education, and long-term commitment continue to shape public perception. By bringing visibility, credibility, and cultural relevance, celebrities have helped move cannabis from stigma to lifestyle—transforming it into a space where wellness, creativity, and identity intersect.
