Justin Bieber told us in his song Peaches, “I get my weed from California,” and it turned out he wasn’t lying. The pop star is partnering with the LA-based brands Palms and creating his own line of pre-rolled joints named for his song. The pre-rolls are marketed as high-end indoor joints with 3.5 grams of marijuana per pack of 7. Each pack also comes with a custom Bic lighter with the word “Peaches” emblazoned on the side. Bieber says he wants to remove the stigma associated with marijuana.
In a statement to Bloomberg, Bieber explained why he chose to partner with Palms: “I’m a fan of Palms and what they are doing by making cannabis approachable and helping to destigmatize it –- especially for the many people who find it helpful for their mental health.” He also told Vogue, “Weed was something that I felt people tried to make me feel bad for enjoying,” Bieber told Vogue. “But I’ve now found a place in my life for weed products that have been beneficial in my human experience.”
The founders of Palms also seem extremely excited to work with Bieber. “Justin’s vulnerability and openness about his mental health struggles impressed us beyond measure, and we knew immediately we would want him to be at the helm of our first-ever collaboration,” said Palms co-founder Noah Annes. “With Justin’s help shining the spotlight on these important topics, we hope to inspire others to talk more freely about both mental health and cannabis consumption. Together, we will be able to further our message of utilizing cannabis in a functional and meaningful way, allowing it to be a light in the dark—and also, a really enjoyable time.”
Palms has locations in California and Nevada and specializes in pre-rolls tailored to the exact experience you’re hoping to achieve, offering different strains for whether you’re hoping to be chill, social, or active, and even offering a strain high in CBD to help you relax, recover, and heal. The company claims to have a unique and specialized design for its pre-rolls. The business guarantees high-quality all-natural bud with no shake or trim included, specifically placed at a mid-level strength so the marijuana doesn’t become overwhelming or put anyone to sleep.
A spiral crutch where you hold the joint is designed to not only keep the flower from being pulled through and breathed in or swallowed, but also allegedly helps people keep from taking too large a drag, while also cooling down the smoke so it’s more enjoyable. The joint’s slight cone shape gives a consistent burn, and the marijuana is wrapped in an ultra-thin rice paper. Palms says it’s geared toward casual and recreational consumers looking for a functional high.
“Palms’ goal is to elevate the stereotypical “stoner” experience by providing a sophisticated and thoughtful product fit for a night on the town or a quiet evening at home. First time and casual consumers will appreciate the convenience, consistency, and approachability of our products. Experienced users will appreciate the attention to detail, quality and thoughtfulness that was put into every pre-roll,” the company says.
The performer’s love of cannabis is nothing new. In his docu-series “Seasons” he reveals that he began smoking the product at just 13 years old, eventually shifting from something he simply enjoyed to something he depended on as he came to struggle with anxiety and depression. He began dabbling in other drugs, too, and eventually that shifted to further dependence. Things reached a breaking point when he realized how dangerous his habits had become, and he decided to get clean. It seems marijuana is not off the menu entirely, though. In July of 2021, Bieber was spotted at Wonderbrett dispensary in Los Angeles and reportedly dropped over $1,000 in 20 minutes. That went to the purchase of edibles and every single strain of marijuana flower Wonderbrett had available.
Now, he’ll have his own strains to try out. Bieber’s weed isn’t just about having a good time, however. Bieber has made sure to tackle a good cause at the same time, with a portion of the proceeds from his Peaches pre-rolls going to several different charities.
One of those is a group called Veterans Walk and Talk. The group was founded in 2016 and now holds community outreach events monthly, hoping to “empower veterans to take control of their health journey” by using “exercise, cannabis, psychedelics, and community.” “Self reflection among in a safe space has proven to alleviate many of the hardships veterans and their loved ones face. Walk and talk therapy coupled with wellness modalities equals a recipe for growth,” the founders of VWAT assert.
The nonprofit The Last Prisoner Project will also get a portion of the proceeds. They focus on intervention, advocacy, and awareness campaigns to try to move forward after the War on Drugs and help free people who were jailed for marijuana possession crimes that are no longer considered illegal. “LPP was founded in 2019 out of the belief that if anyone is able to profit and build wealth in the legal cannabis industry, those individuals must also work to release and rebuild the lives of those who have suffered from cannabis criminalization,” the nonprofit’s website explains.
The third organization Bieber is helping is the Eaze Momentum Accelerator. That group gives $50,000 grants mean to help “empower underrepresented founders” in the cannabis industry. Momentum also offers a 12-week industry expertise course and connects people with investors, executives, and potential mentors. “Momentum’s goal is to help build a diverse industry that addresses the War on Drugs and support small businesses in becoming more profitable and sustainable” the nonprofit explains.
Justin Bieber is cashing in on his song with other “Peaches” merchandise too, selling clothing, water bottles, stickers, and more. Bieber is only the latest celebrity to get involved in the cannabis industry, a business famous people seem to be flocking to these days. Jay-Z is working on a massive facility in San Jose, California producing 11,000 pounds of cannabis each year. Wiz Khalifa has Khalifa Kush and Lil Wayne has high-potency products with GKUA Ultra Premium. Martha Stewart even has her own CBD line as part of a partnership with Canopy Growth, which she says she got into after Snoop Dogg showed her the ways of weed. And of course, Snoop has his own line, Leafs. Seth Rogan has a line of marijuana and decorative marijuana-centric pieces through his company Houseplant. Gwyneth Paltrow and Rosario Dawson both partnered with Cann to create drinks with THC in them.