Fans of DJ Khaled know he's all about self-care, from basking in the Miami sun to moisturizing with cocoa butter. He's taking his passion for health and wellness to new heights by launching an unnamed CBD start-up alongside Endexx Corp.
The 45-year-old mogul revealed to Rolling Stone that CBD – technically known as Cannabidiol, a cannabis extract that doesn't get you high but relaxes the body – has been a key ingredient supporting his "personal wellness journey" in recent years.
"As a father, an entrepreneur, a music exec and visionary I am blessed with daily inspiration, a drive to work hard and a passion for success," he said. "CBD has become a part of my daily routine and allows me to focus myself and my energies while striving to better myself every day."
Product specifics aren't available yet, though consumers can expect various CBD- and hemp-derived items to arrive online in early 2021. Endexx already produces CBD oils, capsules and lotions, including dog chews called Phyto-Bites.
Todd Davis, CEO of Endexx, mentioned the "excitement" surrounding the partnership and added, "Khaled’s knowledge and passion for CBD is bountiful and we realized we are aligned in our approach towards product quality and business acumen. We understand and share the values that a brand goes beyond physical products; it needs to help people feel good about themselves and be part of a day-to-day lifestyle."
Khaled's good friend and collaborator JAY-Z has entered the cannabis game as well, creating a kind of luxury dispensary dubbed MONOGRAM with help from the California-based Caliva.