[TLDR: Celebrity-backed marketing makes drugs feel trendy, desirable, and “wellness-adjacent.” Star power represents the extreme end of how some voices carry disproportionate influence – a dynamic that exists in all social contexts but reaches massive scale through fame and cultural authority. It’s a reminder to see past the hype and consider the real risks.]
In recent years, the way society talks about drugs has shifted. Substances once viewed with caution are increasingly framed as lifestyle choices, wellness tools, or even creative enhancers. This change did not happen by accident. Sophisticated marketing tactics now play a major role in reshaping public perception, softening skepticism and lowering people’s guard. From the alluring presentation of “wellness” or “natural” solutions such as Ketamine Therapy1 to the normalisation of substances through appealing products and packaging like Cannabis-infused brownies or LSD gummies, drugs are being presented in ways that feel approachable.
Among all these tactics, one force stands out for its cultural reach and persuasive power: celebrity influence. Whether as endorsers, entrepreneurs, or outspoken advocates, celebrities have influential power on how drug-related products and narratives are sold to the public. As endorsers, they lend credibility, visibility, and social capital, making substances that are essentially illicit drugs feel more trustworthy. Others go further, launching and profiting from their own drug-related brands and ventures.
At the same time, some celebrities use their platforms to promote sobriety and recovery, underscoring that fame itself is not the issue. Rather, it is how influence is wielded, and to what end.
The Undeniable Sway of Celebrity Influence
The power of influence becomes more complex when we recognise that some voices carry far more weight than others, whether through charisma, social status, or cultural authority. As we all know, celebrities hold outsized power over public attitudes: their personal choices and endorsements do more than set trends – they rapidly normalise behaviour. A single appearance or mention can spark mass adoption; case in point, the global Labubu craze effectively kickstarted by Lisa from BLACKPINK.
The same dynamic applies when celebrities are seen consuming, promoting or profiting from drugs or drug-adjacent products. Their involvement doesn’t merely raise awareness, but reframes these substances as socially desirable, and even aspirational. What might otherwise be usually met with caution is easily absorbed into mainstream culture when familiarity and star power enters the chat.
This becomes especially concerning when celebrities promote drugs or uncertified “wellness” products, prioritising personal anecdotes over scientific evidence. When commercial interest (i.e. profit-driven ventures) is the primary motive, audiences are only provided an incomplete (and often overly optimistic) picture through the selective framing of potential risks.
Although businesses still weigh ethical considerations against commercial interests, business ethics across industries continue to evolve over time. As ideas and cultural attitudes travel more quickly in an increasingly globalised world, they also shape how companies approach these decisions.
The “Natural” Narrative
One of the sneakiest ways drugs are slowly becoming more accepted in society is how they’re rebranded as “natural” wellness products. Labels like “holistic,” “organic,” or “plant-based” create an illusion of safety, and celebrity endorsement adds aspirational branding that makes people less worried about the dangers of drugs.
We see this happening all the time. Celebrities are launching their own “wellness brands”, which include selling CBD oils, tinctures, or edibles that are marketed as “natural” remedies for anxiety, pain or sleep. For example, Bella Thorne’s Forbidden Flowers2 openly endorses cannabis as something that women love and enjoy because of its ability to “soothe stress” and “channel a cascade of creativity”.
Others are also getting into psychedelic therapies, promoting therapeutic or consciousness-expanding benefits. A prime example is Mike Tyson, who credits psychedelic experiences, which includes smoking a drug derived from toad venom (5-MeO-DMT), for his personal growth and remarkable return to boxing.3
Familiarity, Fame, and the Double-Edged Influence of Celebrity
Beyond the branding and “wellness” positioning, celebrities also use formats that are already familiar and comforting to us. Potent substances are presented in everyday, palatable forms – gummies, chocolates, baked goods – designed to feel indulgent rather than dangerous.
Brands such as Snoop Dogg’s cannabis ventures4 lean heavily into this strategy, pairing gourmet presentation with pop culture familiarity. The result is a product that feels approachable, even playful, reducing psychological barriers to purchase and use. When drugs no longer look or feel like drugs, consumers are more likely to underestimate their strength, risks, or addictive potential.
However, there is also a powerful flip side: celebrities can also use their platforms positively, advocating against drug abuse and promoting sober, healthy lifestyles. For example, Eminem recently released a documentary, STANS, where he openly reflected on his life-changing journey of more than 17 years of sobriety.5 This transparency from a global icon offers hope and guidance to individuals who are struggling with addiction while providing a sobering reality check for anyone tempted to experiment with drugs.
The Need for Scrutiny
Celebrities play a powerful role in shaping drug perception not just as endorsers, but increasingly as business owners with financial stake in the products they promote. This allows substances to be framed as credible, desirable and low-risk, especially when presented as part of a lifestyle or wellness routine.
Yet the reality is that their privileged positions afford them safety nets that average customers don’t have (think immediate access to premium healthcare, private rehabilitation and legal resources), allowing them to take risks with fewer consequences. This privilege gap makes critical evaluation essential when assessing celebrity-endorsed products.
As drugs are increasingly sold through star power and lifestyle branding, we must look beyond the gloss and ask harder questions. Popularity and profit should not be the loudest signals guiding public perception but instead, an ethical responsibility to influence for the greater good. As the saying goes, with great power comes great responsibility.