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DJ Khaled is adding “another one” to his résumé. The We The Best mogul is invading the health and wellness space with the launch of his untitled CBD company in partnership with CBD manufacturer Endexx Corporation.

The move was inspired by Khaled’s “personal wellness journey,” as CBD became part of his daily routine and the company will launch a lifestyle line of hemp-derived products in early 2021.

“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,” Khaled told Rolling Stone. “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.”

 

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Though exact details remain a secret, Endexx is well-known for its products which include an array of CBD oils, balms, lotions, capsules and more.

“We are excited to announce our partnership with DJ Khaled,” Endexx Corporation CEO Todd Davis added regarding the business venture. “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 Roc Nation boss JAY-Z got himself involved in the lucrative cannabis business with the launch of MONOGRAM in October, which arrived in partnership with the California-based company Caliva. Hov previously was named the company’s Chief Brand Strategist in 2019.

The Father of Asahd artist played host to the third installment of Lil Wayne’s No Ceilings mixtape series, with No Ceilings 3 dropping in November. Khaled has stayed busy in quarter four with the start of his The First One podcast alongside Amazon Music in October.

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