The cannabis vape oil sector has quickly become one of the most dynamic segments of the industry, driven by shifting consumer preferences, regulatory developments, and innovations in product formulation. Within this landscape, white label manufacturing—where third-party producers create vape oil products that retailers and brands can package under their own labels—has gained significant momentum. Increasingly, celebrity-backed brands are leveraging white label solutions to establish themselves quickly, scale efficiently, and appeal to fans who trust their image and influence.
The White Label Advantage
White label manufacturing reduces barriers to entry for both established and emerging brands. Rather than investing heavily in cultivation facilities, extraction labs, and compliance infrastructure, companies can partner with licensed producers to bring products to market faster and at a lower cost. For celebrities entering the cannabis space, this model is particularly attractive. Their core value lies not in cultivation expertise but in cultural capital—recognition, credibility, and reach.
According to a 2023 Headset report, branded cannabis products associated with celebrities often outperform generic private labels by a wide margin, particularly in categories like vapes, pre-rolls, and edibles. White label manufacturing allows these figures to focus on branding, storytelling, and consumer engagement while leaving technical production to experienced operators.
Celebrity Influence in Vape Oil
The intersection of celebrity and cannabis is nothing new, but vape oils have become a preferred product category for many high-profile figures. The format appeals to both younger and more discreet consumers, offering portability and convenience. Moreover, vapes provide a wide range of flavors and strain-specific formulations, aligning with lifestyle marketing strategies.
Celebrities such as Wiz Khalifa, Travis Scott, and Seth Rogen have leaned into cannabis as part of their personal brands, while athletes like Carmelo Anthony and Ricky Williams have entered the space through partnerships. These launches often rely on white label partners to ensure consistency, compliance, and scalability. Consumers, meanwhile, are drawn to the authenticity and aspirational lifestyle associated with their favorite figures.
Building Consumer Trust
For consumers, trust is a critical factor in purchasing vape oil products. With past concerns over counterfeit cartridges and illicit market products, the legitimacy of a celebrity-backed brand—supported by licensed white label manufacturing—can help assure safety and quality. Many of these collaborations highlight third-party lab testing, sustainable sourcing, and innovative packaging, reinforcing consumer confidence.
Industry analysts note that consumers often perceive celebrity involvement as a stamp of approval. In many cases, the name recognition alone creates immediate shelf appeal, but long-term success depends on whether the product delivers a consistent, enjoyable experience. White label partners play a key role in meeting those expectations.
Market Growth and Competitive Edge
The vape oil market continues to expand. According to BDSA data, vape cartridges accounted for roughly 23% of U.S. cannabis sales in 2024, with projections suggesting steady growth into 2026. Celebrity-backed white label products are positioned to capture a notable slice of this demand.
Dispensaries benefit as well. Stocking a celebrity-endorsed brand not only draws attention but also creates upselling opportunities across categories. For white label producers, these partnerships provide steady, large-volume contracts, ensuring operational stability and brand visibility.
The Future of Celebrity White Labeling
The next stage of growth is likely to see more sophisticated collaborations. Beyond simply lending their names, celebrities are increasingly working with producers to shape product profiles, from terpene blends to flavor selections. This deeper involvement enhances authenticity and creates more distinct products in a crowded market.
Additionally, as cannabis lounges and consumption-friendly venues expand in markets like Nevada and California, celebrity-branded vape oils are poised to become social symbols—products people associate with events, experiences, and lifestyle milestones.
Industry Outlook
While not every celebrity brand will succeed, those backed by strong white label partners and authentic consumer connections are likely to endure. In many ways, celebrity-driven white label vape oil represents the convergence of pop culture and product innovation, signaling how the cannabis industry is maturing.
Consumers looking for both quality and brand identity will continue to shape demand, and white label producers that can deliver consistency, scalability, and creativity will remain central to this trend.