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The latest Hollywood celebrity to launch a cannabis brand is none other than the Bieb himself — but with a twist. Justin Bieber has long made his personal mental health issues known, and that he has found cannabis helpful for finding relief. Now he wants to remove the stigma so others can experience a similar positive impact.

His pre-roll product line, called Peaches, launched the first week of October. It is being distributed in California, Nevada, Massachusetts and Florida in partnership with manufacturer Palms. It sells in the $50-60 range per package of seven half-gram joints (five in Florida), each rolled with premium all-indoor-grown, single-strain flower with fruit and citrus-forward terpenes. The inspiration for the product name comes from the song “Peaches” on his latest album Justice that mentions cannabis in the lyrics.

Bieber introduced the product line by saying “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. I wanted to make sure that I was doing something with them that felt genuine and Peaches felt like a good place to start.”

From the start, Bieber has been very involved in the creation of the Peaches product line, from choosing the strains to participating in the branding, artwork and package design. Moreover, he has mandated that a percentage of the profits from Peaches will be used to help support nonprofit organizations focused on people dealing with mental health issues and that advocate the use of cannabis as a solution.

Two organizations have been selected so far as recipients of this support. The first is Veterans Walk and Talk, a Southern California nonprofit that aims to empower veterans to take control of their health journey with mental health, PTSD and anxiety. They favor the use of walk-and-talk therapy coupled with wellness tools including cannabis, psychedelics and other plant-based medicines, along with exercise. VWAT takes pride in providing veterans a safe space to self-reflect on their needs and the hardships their loved ones may be facing.

The second nonprofit Bieber is supporting is The Last Prisoner Project, an initiative founded in 2019 out of the belief that no one should remain incarcerated for cannabis offenses. Their mission is to free the estimated 40,000 individuals imprisoned for cannabis possession during the oppressive War on Drugs, and their leadership team includes cannabis industry experts, criminal and social justice advocates, policy and education professionals, and drug policy reformers.

With his 198 million followers on Instagram, and similarly high numbers on Twitter and YouTube, Bieber seems very likely to succeed in his quest to shine a spotlight on cannabis and mental health.

Photo Credit: Palms Premium