The list of celebrities offering a marijuana brand is starting to add some unexpected names. The most recent is Justin Bieber, who rose to fame as a teen idol in the first decade of the 21st century. Now, more than 10 years later, he’s moving into the cannabis business.

Bieber, now 27, is partnering with Los Angeles-based company Palms to produce “Peaches,” which also happens to be the name of a song on his most recent album, “Justice,” released in March 2021. The song begins with the lyrics: “I got my peaches out in Georgia/I get my weed from California.”

The prerolls sell for $32 in seven-joint packs at locations in California, Florida, Massachusetts and Nevada.

“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 told Forbes.

Bieber Documentary Hits Amazon Prime

The release of the limited-edition cannabis brand comes as the singer releases a documentary on Amazon Prime, ”Justin Bieber: Our World.” It’s directed by Michael D. Ratner.

In the past, Bieber has talked about the struggles of fame when he became a star and his issues with mental health and drug use. He also has said he supports the further exploration of cannabis in treating mental health issues.

While pain management is typically the reason people give most often for medical use of marijuana, issues such as anxiety and even depression also rank high. Many use cannabis to relax and quell feelings of anxiety, a use of cannabis that really came to light during the lockdowns imposed by government officials at the height of the coronavirus pandemic.

According to the Palms website, “With this limited edition pre-roll collaboration, Justin & Palms are proud to be supporting the Last Prisoner Project and Veterans Walk and Talk.”

The Last Prisoner Project works to change drug laws and get those convicted of cannabis crimes released from jail. Veterans Walk and Talk supports the idea of veterans taking control of their health, including the use of medical marijuana.

Bieber Joins a Growing List of Cannabis Celebrities

The number of celebrities entering the cannabis industry continues to expand. The list includes Snoop Dog, Willie Nelson, Jay Z, Martha Stewart, Gwyneth Paltrow and Rosario Dawson. Sports stars, both former and current, have entered the cannabis industry, including Kevin Durant, Franco Harris, Mike Tyson, and Ricky Williams.

Recently, former NFL player Steve Gleason testified before a committee of the Louisiana state legislature that cannabis helped him cope after he received a devastating ALS diagnosis. He told the committee: “I felt good physically and my head was much clearer. I felt free – free from the downward spiral.”

From a business perspective, Bieber’s move also seems well-timed. Forbes reports that Bieber’s target demographic, Millennials and Generation Z, account for about 40 percent of the cannabis market. In fact, cannabis is one of the things that Baby Boomers and Millennials seem to agree on.