Hollywood star Gwyneth Paltrow’s weed brand has managed to dominate the California cannabis market and succeed in a state where legal sales are declining.
The 50-year-old actress co-owns the most successful celebrity cannabis brand in the Golden State while other celebrity-backed options, like actor Seth Rogen’s Houseplant or rapper Wiz Khalifa’s Khalifa Kush, are struggling, MJBizDaily reported.
According to data compiled by Seattle-based cannabis analytics provider Headset, Paltrow’s Cann Social Tonics leads the pack for median monthly sales per brand in California for the first quarter of 2023.
Gwyneth Paltrow has a weed brand that’s selling over $750,000 a month in California. https://t.co/Us7DIGcU3U
— SFGATE (@SFGate) July 19, 2023
Cann earned $751,760 in monthly sales with an average item price of $19.56. To put that into perspective, Rogen’s Houseplant earned $377,193 in monthly sales, with a higher item price of $53.29. Another celebrity-backed brand, country legend Willie Nelson’s Willie’s Reserve, sits at the bottom of the list, earning $2,762 with an item cost of $21.27.
The research found that celebrity brands tend to be more affordable for cannabis buyers compared to traditional cannabis brands, Headset data noted. In comparison, the conventional brands earned $26,591 with an item price of $23.14 per item.
“From my perspective, a number of celebrity-affiliated brands have been able to find success relative to the typical California cannabis brand,” Headset data analyst Mitchell Laferla told MJBizDaily.
Cann is backed by Paltrow and endorsed by a list of other stars, influencers, and professional athletes, the report noted.
The Paltrow-backed brand associates itself with “mainstream” celebrities not known for cannabis use.
“We thought if we could be the first cannabis brand to get a mainstream celebrity that does not have a public image that’s associated with cannabis, then we could change the conversation and normalize it in a really new and powerful way,” Cann co-founder Luke Anderson said.
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“We were able to paint a picture that this is something for everybody,” he added. “It’s not just something for people who want to get really high.”
Besides her work in Marvel movies, Paltrow is known for her Goop products, including items like a candle named “This Smells Like My Vagina” and Father’s Day anal sex toys, SF Gate noted.