Full Send

What Full Send does

Full Send is a private, direct-to-consumer lifestyle brand operating from Woodland Hills, California, with 11–50 employees. The company sells tobacco-free nicotine pouches as its core product — manufactured in the USA using pharmaceutical-grade synthetic nicotine, plant-based fiber pouch materials, and real botanical flavors across 8 SKUs (Spearmint, Matcha, Citrus, Cinnamon, Wintergreen, Grape Ice, Plain, Original) in 0mg, 4mg, and 8mg strengths. Each can contains 20 pouches (33% more than the 15-pouch industry standard) and is positioned for up to 60 minutes of slow-release use. Distribution runs through a Shopify-powered e-commerce storefront (fullsend.com), the Amazon marketplace, and a wholesale program to verified tobacco/nicotine retailers, reaching 31 of 51 US states and territories with restrictions in VT, GA, SD, HI, ME, and NE.

The revenue model combines one-time DTC purchases with a Subscribe & Save subscription offering 40% off on orders of 2+ rolls (monthly or bi-monthly, free shipping). The brand is associated with the NELK Boys entertainment collective and derives significant customer acquisition leverage from that pre-existing audience through the Full Send podcast and social channels. Merchandise and apparel — including a UFC co-branded line, a golf apparel collection (polos at $55, stand bags at $220), and branded accessories such as flags ($10) — supplement the nicotine-pouch business and serve as an extension of the brand community. The company is privately held with no disclosed institutional investors or parent company structure identified in the source data, and Brian Rooke is identified as Vice President of Brand.

Name

Full Send

Legal name

Full Send

Website

https://fullsend.com

Company type

Private

Founded year

2026

Operating status

Operating

Headcount range

11–50 employees

Short description

Full Send is a private US e-commerce brand selling tobacco-free nicotine pouches and branded apparel direct-to-consumer via Shopify, Amazon, and wholesale. The brand leverages the NELK Boys entertainment audience for acquisition and serves adult nicotine users (21+) plus lifestyle/fashion buyers across 31 US states.

Ownership category

akta.pro rank

Product category

Nicotine Pouches

NAICS

Tobacco Manufacturing (31223), Tobacco, Electronic Cigarette, and Other Smoking Supplies Retailers (459991), Tobacco Product and Electronic Cigarette Merchant Wholesalers (42494)

SIC

Tobacco Products (2100)

akta.pro primary industry

Nicotine Pouches (Tobacco-Free) Manufacturing & Brands (CRADAJAI)

akta.pro secondary industries

Duty-Free & Travel Tobacco Retail (CRANADAH), Online Tobacco & Nicotine Retail (Delivery/Click & Collect) (CRANADAI), Alcohol, Tobacco & Cannabis Inventory-led Online Retailers (CRAFADAO)

Keywords

• Tobacco-free nicotine pouches
• Nicotine pouch brand
• Branded apparel
• Lifestyle merchandise
• Direct-to-consumer brand

Headquarters

HQ city

Woodland Hills

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure, Others

Revenue model

1. Nicotine Pouches: Direct-to-consumer sales of tobacco-free nicotine pouches through e-commerce and Amazon. Products sold as one-time purchases or through Subscribe & Save subscription model with 40% recurring discount.
2. Merchandise (Apparel & Accessories): Full Send branded merchandise including t-shirts ($35), polo shirts ($55), flags ($10), and golf bags ($220). Sold through direct e-commerce and wholesale to retail partners.
3. Wholesale Distribution: Wholesale sales to verified tobacco/nicotine retail licensees including convenience stores, vape/smoke shops, and distributors. Volume tiers available with 3-5 business day lead time.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Full Send sells tobacco-free nicotine pouches manufactured in the USA using pharmaceutical-grade synthetic nicotine, available in 8 flavors (Spearmint, Matcha, Citrus, Cinnamon, Wintergreen, Grape Ice, Plain, Original) and 0mg/4mg/8mg strengths, with 20 pouches per can. The company also sells branded apparel, a golf apparel collection, UFC collaboration merchandise, and flags, distributed via direct-to-consumer e-commerce, Amazon, and a wholesale program to verified tobacco/nicotine retailers.

Product overview

Full Send is a lifestyle brand primarily focused on nicotine pouches as its core product, complemented by an apparel and merchandise line. The nicotine pouch product line uses tobacco-free synthetic nicotine with 8 flavors (Spearmint, Matcha, Citrus, Cinnamon, Wintergreen, Grape Ice, Plain, Original) available in 0mg, 4mg, and 8mg strengths, sold individually or through a Subscribe & Save subscription program offering 40% savings. The merchandise division includes a Full Send Golf apparel collection (polos and stand bags), UFC collaboration apparel, and branded flags. The company also operates a wholesale program for retail distribution and sells through Amazon marketplace alongside its direct-to-consumer website.

Differentiator

Problem solved

Functional benefit

Products and services

• Full Send Nicotine Pouches Premium tobacco-free nicotine pouches delivering clean nicotine satisfaction using 100% pharmaceutical-grade synthetic nicotine. Each can contains 20 pouches, available in 0mg, 4mg, and 8mg strengths across 8 flavors. Designed for adults 21+ seeking smoke-free, spit-free discreet nicotine use.
• Full Send Merchandise (Apparel) Branded apparel and lifestyle merchandise including t-shirts ($35) and polo shirts ($55), targeted at fans of the Full Send/NELK Boys brand and the broader lifestyle audience.
• Full Send Golf Collection Golf-specific apparel line including polo shirts (Bars & Stars, Aloha, Paint Splatter, Mini Dot RWB, Pink Flamingo, Grey Camo, Blue Camo, Crossed Clubs, Party Masters) priced at $55 and Full Send Golf Stand Bags (Black & Grey Tonal, Black & Green Tonal) priced at $220, targeted at golf enthusiasts.
• Full Send UFC Collaboration Apparel Co-branded UFC merchandise including UFC Ulti-Man Grey T-shirt, FS x UFC Logo White T-shirt, and UFC Canada Leaf White T-shirt, all priced at $35 and made from 100% cotton with oversized fit. Developed in partnership with UFC.
• Full Send Flags Branded flags available in red and black color options, measuring 3x5 feet, double-sided, priced at $10 each. Targeted at brand fans and lifestyle customers.
• Full Send Wholesale Program Wholesale distribution program selling nicotine pouches to verified tobacco/nicotine retail licensees including convenience stores, vape/smoke shops, and distributors. Requires valid license, 21+ verified customers only, ships within 3-5 business days with volume tiers available. Not available in VT, GA, SD, HI, ME, NE.

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

One partnership is on record.

• UFC (Ultimate Fighting Championship)coreStrategic or Co-development Partner · 1 January 2026Full Send has developed a UFC collaboration line of merchandise including UFC Ulti-Man Grey T-shirt, FS x UFC Logo White T-shirt, and UFC Canada Leaf White T-Shirt, all priced at $35. The partnership leverages the crossover appeal between combat sports fans and the Full Send brand audience.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Black Buffalo: Tobacco-free nicotine pouch brand (and dipping alternative maker) with US manufacturing focus, similar strength tiering, and comparable flavor profiles — directly relevant as a domestic-manufacturing competitor.
• Velo: British American Tobacco's nicotine pouch brand (formerly Vuse). Directly competes with Full Send across flavor, strength, and distribution channels including DTC and convenience-store wholesale.
• On!: Altria's tobacco-free nicotine pouch brand. A direct peer offering similar pouches in comparable flavors and strengths, distributed primarily through retail/wholesale channels.
• Rogue: DTC challenger nicotine pouch brand offering tobacco-free synthetic nicotine pouches with similar flavor variety and subscription options. Competes head-to-head with Full Send for online nicotine-pouch consumers.
• Zyn: The dominant nicotine pouch brand in the US, owned by Philip Morris International. Closely comparable as a tobacco-free nicotine pouch manufacturer/brand with overlapping flavors, strengths, and DTC-plus-retail distribution; Full Send is competing for the same consumer occasion.

Others

• Happy Dad: Hard seltzer brand under the NELK Boys umbrella, valued at $250M–$300M. Sister brand demonstrating the commercial viability of the NELK creator-to-CPG pipeline that Full Send's nicotine pouch business is now leveraging.

Emerging players

• NO B.S. Niche tobacco-free nicotine pouch brand with comparable flavors and strengths, sold primarily through DTC e-commerce — overlapping with Full Send's go-to-market motion.
• Lucy Goods: Tobacco-free nicotine pouch brand positioned as a 'cleaner' alternative, with similar pouch format, flavor range, and DTC-plus-retail model. Partial overlap with Full Send's value proposition.
• Fre: Premium tobacco-free nicotine pouch brand competing in the same premium-DTC niche with subscription offerings; comparable on synthetic nicotine positioning and target adult-nicotine-user segment.
• NIIN: Emerging tobacco-free nicotine pouch brand focused on natural ingredients and premium positioning. Comparable on product format, target consumer, and DTC subscription model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fullsend
• YouTubeamazon.com/fullsend

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Full Send