In an industry that thrives on authenticity, culture, and innovation, Black celebrities are leading the charge—not just as endorsers, but as true business owners and advocates. These cannabis brands aren’t just about the flower; they’re about creating economic opportunities, breaking stigmas, and pushing for equity in an industry built on the backs of communities disproportionately affected by prohibition. According to Hoodie Analytics, here are the Top Black Celebrity-Involved Cannabis Brands by Sales in 2024, showcasing who’s making waves, dominating markets, and setting new industry standards.
1. Khalifa Kush (Wiz Khalifa)
- Sales: $40-50 million
- States: AZ, CA, DC, FL, MA, MD, MI, PA, UT
When it comes to celebrity cannabis brands, Khalifa Kush stands in a league of its own. Founded by rap superstar Wiz Khalifa in 2015, the brand has evolved into a cultural phenomenon synonymous with premium quality and authenticity. What sets Khalifa Kush apart is its potent OG genetics, curated to reflect Wiz’s personal preferences—a rich, gassy aroma with strong cerebral effects. Partnering with Trulieve in Florida has expanded its reach beyond California, making it accessible to fans across multiple states. Wiz’s unapologetic love for cannabis is embedded in the brand’s DNA, and his influence has made Khalifa Kush not just a product, but a lifestyle embraced by both casual consumers and seasoned connoisseurs. The brand’s continued growth in diverse markets is a testament to Wiz’s business acumen and deep connection to cannabis culture.
2. Tyson 2.0 (Mike Tyson)
- Sales: $19-23 million
- States: AZ, CA, IL, MD, MI, MO, NV, NY, OH, WA, Amsterdam,
Mike Tyson’s entry into the cannabis industry with Tyson 2.0 is as bold and impactful as his boxing career. Launched in 2021 in partnership with CarmaHold Co., Tyson 2.0 has quickly become one of the top-selling celebrity cannabis brands. Known for its premium flower, edibles, and concentrates, the brand’s standout product, “Mike Bites”—ear-shaped gummies—pays homage to Tyson’s infamous 1997 fight with Evander Holyfield. But beyond the playful marketing, Tyson’s personal journey with cannabis adds a layer of authenticity. He’s been vocal about how cannabis has helped him manage mental health challenges, anxiety, and physical pain from years in the ring. This transparency resonates with consumers who see Tyson not just as a sports legend, but as someone who genuinely believes in the plant’s healing properties. The brand’s rapid expansion across ten states speaks to its strong market demand and Tyson’s enduring cultural relevance.
3. 93 Boyz (Vic Mensa)
- Sales: $9-12 million
- States: IL
93 Boyz isn’t just a cannabis brand—it’s a statement. Founded in 2022 by Chicago rapper and activist Vic Mensa, it holds the distinction of being Illinois’ first Black-owned cannabis brand. Rooted in social justice, 93 Boyz blends high-quality cannabis with a mission to uplift communities disproportionately affected by the War on Drugs. Vic’s commitment to activism is woven into the fabric of the brand, with proceeds supporting equity programs and local initiatives aimed at restorative justice. The brand offers a range of premium products, including flower, pre-rolls, and vapes, all cultivated with a focus on sustainability and quality. What sets 93 Boyz apart is Vic’s fearless approach—he’s not just here to sell weed; he’s here to challenge the system and create lasting change. In a city like Chicago, where cannabis legalization has exposed deep racial disparities, 93 Boyz stands as a beacon of hope and empowerment for the community.
4. TICAL (Method Man)
- Sales: $8-10 million
- States: AR, CA, CO, FL, IL, MA, MI, MO, NV, NM, NY, OR, RI
When Method Man launched TICAL in 2020, he wasn’t just capitalizing on his fame—he was building a legacy. Named after his iconic debut solo album, TICAL stands for “Taking Into Consideration All Lives,” reflecting Meth’s deep-rooted commitment to social equity in cannabis. The brand focuses on premium flower and concentrates, sourced from minority-owned growers whenever possible, with a mission to create opportunities for Black entrepreneurs in an industry where diversity often takes a back seat. Method Man has been vocal about the importance of equity in cannabis, using his platform to advocate for policies that address the racial disparities created by decades of prohibition. TICAL’s success isn’t just about great weed (though it’s known for its potent strains and rich terpene profiles); it’s about creating a brand that represents authenticity, community, and culture. With distribution across multiple states, TICAL is proof that cannabis can be both profitable and principled.
5. B NOBLE (Bernard Noble & Fab 5 Freddy)
- Sales: $5-6 million
- States: AZ, CT, FL, IL, ME, MD, MA, NV, NJ, NY, ND, OH, PA, UT
B NOBLE is more than a cannabis brand—it’s a symbol of resilience and justice. The brand was founded by cannabis activist Bernard Noble, who served over seven years in prison for possessing two joints, and legendary hip-hop figure Fab 5 Freddy. Their partnership was born from Fab’s work on the Netflix documentary Grass Is Greener, which explores the racial history of cannabis prohibition in America. B NOBLE’s products, primarily pre-rolls and premium flower, are grown and distributed in partnership with Curaleaf, one of the largest cannabis companies in the U.S. A portion of the profits supports organizations focused on criminal justice reform, including expungement efforts for non-violent cannabis offenses. B NOBLE isn’t just selling weed—it’s raising awareness about the ongoing injustices faced by people still incarcerated for cannabis-related charges. The brand’s growth across 14 states shows that consumers are not only looking for quality products but also brands that stand for something meaningful.
6. Viola (Al Harrington)
- Sales: $5-6 million
- States: CO, NJ, NV, ON, OR, Canada
Founded in 2011 by former NBA star Al Harrington, Viola is one of the longest-standing Black-owned cannabis brands in the U.S. Named after his grandmother, who used cannabis to treat glaucoma, Viola was born out of Harrington’s personal experience witnessing the plant’s healing power. The brand’s mission extends far beyond selling premium products—it’s about creating generational wealth within Black communities and increasing minority ownership in cannabis. Viola operates across multiple states and recently opened its first dispensary, Village, in New Jersey in 2024. The brand is known for its high-quality flower, concentrates, and innovative product lines, with a focus on sustainability and social equity. Harrington’s vision for Viola is as bold as his presence on the basketball court: he’s not just here to participate in the industry—he’s here to change it.
7. Primitiv (Calvin Johnson & Rob Sims)
- Sales: $4-5 million
- States: MI
Primitiv is the brainchild of former NFL teammates Calvin Johnson (aka Megatron) and Rob Sims, who founded the brand in Michigan in 2012. Their journey into cannabis was personal—after years of battling injuries and the physical toll of professional football, they turned to cannabis as a natural alternative to opioids. Primitiv focuses on wellness, offering a range of products designed to support recovery, pain management, and mental health. Johnson and Sims are passionate advocates for cannabis research, partnering with medical institutions to study the plant’s potential benefits for athletes and chronic pain sufferers. What sets Primitiv apart is its authenticity—this isn’t just another celebrity brand slapped on a label. It’s a reflection of their lived experiences and a testament to cannabis as a tool for healing. Their success in Michigan’s competitive market highlights the growing demand for brands rooted in purpose and integrity.
8. Highsman (Ricky Williams)
- Sales: $4-5 million
- States: AZ, CA, IL, MI, NV, NM, OH, WA
Ricky Williams, the former NFL running back whose career was famously impacted by cannabis-related suspensions, has flipped the script with his brand, Highsman. Launched as a celebration of cannabis and athleticism, Highsman challenges the stigma around cannabis use in sports. The name itself is a clever play on Ricky’s Heisman Trophy win, and the brand offers a range of premium flower and lifestyle products designed to enhance focus, relaxation, and recovery. Williams has been an outspoken advocate for cannabis for decades, long before it was socially acceptable or legal. His deep knowledge of the plant, combined with his holistic approach to health and wellness, gives Highsman a level of authenticity that resonates with consumers. It’s not just about getting high—it’s about elevating your mind, body, and spirit.
9. Happy Eddie (Eddie & Wendy Osefo)
- Sales: $2-4 million
- States: MD
Happy Eddie, founded by Eddie and Wendy Osefo of The Real Housewives of Potomac, is more than just a catchy name—it’s a brand rooted in advocacy, education, and community. Eddie, an attorney, and Wendy, a professor and political commentator, bring a unique blend of professionalism and passion to the cannabis industry. The brand’s name, inspired by Eddie’s signature smile and viral TV nickname, reflects a playful, approachable vibe. But beneath the surface, Happy Eddie is deeply committed to social justice, supporting expungement clinics and cannabis equity programs in Maryland. Partnered with Curio Wellness, the brand offers high-quality flower and pre-rolls, with plans to expand its product line. Happy Eddie represents the new face of cannabis—smart, socially conscious, and unapologetically authentic.
10. Death Row Cannabis (Snoop Dogg)
- Sales: $2-3 million
- States: MI, NM, CA
Snoop Dogg’s latest venture, Death Row Cannabis, pays homage to the iconic record label that helped launch his career. Launched in 2024, the brand blends Snoop’s cultural legacy with premium cannabis products, including exclusive strains curated to reflect his personal tastes. With retail stores in California and even the Netherlands, Death Row Cannabis is a global brand that stays true to its West Coast roots. Snoop has been a vocal advocate for cannabis legalization for decades, and his influence has helped normalize cannabis in mainstream culture. Death Row Cannabis isn’t just another celebrity brand—it’s a testament to Snoop’s lifelong connection to the plant and his ability to evolve with the industry. The brand’s edgy, unapologetic vibe reflects the same rebellious spirit that made Death Row Records a cultural powerhouse.
The Bigger Picture
These brands aren’t just about profits—they’re about purpose. They represent a new era of cannabis entrepreneurship where authenticity, equity, and community are at the forefront. As the industry continues to grow, these Black celebrity-involved brands are setting the standard, proving that cannabis can be both culturally significant and commercially successful.
