The Canadian-born singer partnered with a Los Angeles-based company Palms for his new product.
“In collaboration with Justin Bieber, Palms is excited to introduce a high-end line of indoor pre-rolls celebrating Justin’s song, Peaches,” Palms said in a statement on its website. “With this limited edition pre-roll collaboration, Justin & palms are proud to be supporting the Last Prisoner Project and Veterans Walk and Talk”
“As a young and rapidly growing company, it’s exciting to find talented people who will enter into true partnerships where both of us are rewarded as the product succeeds,” Palms COO Tyler Breton told Bloomberg in an email statement
Gen Z and Millennials – Beiber’s target audience – make up almost 40 percent of the cannabis market, according to data from the 2020 HQ Cannabis Brand Affinity Report.
“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,” Bieber said in a statement.
Bieber’s investment comes as various celebrities including Jay-Z, Martha Stewart, Gwyneth Paltrow and Rosario Dawson have all ventured into the growing cannabis industry, Bloomberg reported.
The Immigrant Legal Resource Center (ILRC) warned in May that noncitizens who admit that they have used cannabis or been employed in the legitimate cannabis industry can be denied naturalization into the U.S.
Bieber, who applied for U.S. citizenship in 2018, has used his social media platform to urge fans to vote on his behalf since he is not able to do so.