What Shine Rolling Papers does

Shine Rolling Papers (produced by Luxe 55, LLC) is a private luxury cannabis accessories brand founded around 2012-2013 and headquartered in Mount Pleasant, South Carolina. The company's core product is handcrafted rolling papers and pre-rolled cones featuring 24K edible gold (EU food additive code E175) pressed onto a hemp-blend paper base, establishing a first-to-market category in luxury cannabis accessories. The product line extends to gold blunt wraps on tobacco leaf bases, the premium Shine Infinity Cigar (Dominican filler, Connecticut Shade wrapper, coated in 24K gold), accessories (grinders, rolling trays, glass tips, rolling glue), gift bundles, and apparel (hoodies, t-shirts, snapbacks, gaiters).

The company operates a multi-channel distribution model: direct-to-consumer e-commerce via a Shopify storefront at shinerollingpapers.com with a subscription option (10% discount), wholesale distribution through 20+ authorized distributors across North America, South America, Europe, UK, and select international markets (India, Georgia, Middle East), and premium retail placement at Barneys New York Beverly Hills 'The High End' cannabis shop and Barneys.com. Revenue is diversified across unit-pricing tiers ranging from $5 accessories to $420 Ultimate Experience Briefcase bundles. Marketing has historically been celebrity-driven, anchored by a $5M strategic investment and brand ambassador role from hip-hop artist Tyga in 2014, plus endorsements from Miley Cyrus, 2 Chainz, The Game, and DJ Mustard, combined with press in Forbes, Rolling Stone, GQ, Esquire, and Goop, and event presence at Coachella. The company sells primarily to luxury cannabis consumers, dispensary and smoke shop retailers, and gift buyers, with a 1-10 employee headcount.

Name

Shine Rolling Papers

Legal name

Luxe 55, LLC

Website

https://shinerollingpapers.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Shine Rolling Papers (Luxe 55, LLC) is a private luxury cannabis accessories brand founded in 2012-2013, selling 24K edible gold rolling papers, pre-rolled cones, gold wraps, and apparel DTC via Shopify, wholesale through 20+ global distributors, and at Barneys New York.

Ownership category

akta.pro rank

Headquarters

HQ city

Charleston

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through shinerollingpapers.com DTC e-commerce store. Products include rolling papers, pre-rolled cones, accessories, and apparel sold at retail prices with subscription option for recurring purchases.
2. Wholesale Distribution: Wholesale revenue through authorized distributors serving retail locations globally. Distributors include HBI International, AFG Distribution, Bio Hazard Inc., and 20+ other partners across US, Canada, South America, Europe, and UK.
3. Affiliate Program: 20% commission on referred sales through affiliate program. Managed via UpPromote platform with monthly payouts and free product provided after first order.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

Shine Rolling Papers manufactures and sells the world's first 24K edible gold rolling papers and pre-rolled cones, with edible food-grade gold (EU E175) pressed onto a hemp-blend or rice paper base. The product portfolio covers single sheets, multi-sheet packs, bulk 50-pack cones, gold blunt wraps, the Shine Infinity Cigar, gift sets/briefcases, branded smoking accessories (grinders, rolling trays, glass tips), and apparel. The brand sells direct-to-consumer via its Shopify storefront and globally through 20+ wholesale distributors, with premium retail placement at Barneys New York.

Product overview

Shine Rolling Papers is a luxury smoking accessories brand produced by Luxe 55, LLC, founded around 2012-2013 and operating from Mount Pleasant, South Carolina. The core product is the original 24K gold rolling paper—edible 24-karat gold pressed onto a hemp-blend paper base—alongside a complementary line of 24K gold pre-rolled cones. The portfolio extends to gold blunt wraps (tobacco leaf bases finished with edible gold), the premium Infinity Cigar (Dominican filler wrapped in Connecticut Shade leaf and coated in 24K gold), and the celebratory BirthJay cone. Bundled gift sets include the Launch Pack, Gold Brick, and Ultimate Experience Briefcase. Supporting accessories include a gold 4-piece grinder, rolling tray, glass tips, and rolling glue. The brand also offers a full apparel line (hoodies, t-shirts, snapbacks, gaiters) and vehicle/sticker decals. Shine Papers positions itself at the intersection of luxury and cannabis culture, targeting consumers seeking premium, statement-making smoking products.

Differentiator

Problem solved

Functional benefit

Brands

• Shine Papers: Original luxury rolling papers featuring 24K edible gold pressed onto hemp-blend base. The core product line including sheets, pre-rolled cones, and accessories.
• Blaze Hemp Papers
• London Cut

Products and services

• 24K Gold Rolling Papers Handcrafted rolling papers with edible 24-karat gold pressed onto a hemp-blend paper base. Available in multiple sizes including 1.25 and King Size, in pack sizes from 1 to 6 sheets. Designed for cannabis consumers seeking a premium, slow-burning smoking experience.
• 24K Gold Pre-Rolled Cones Pre-rolled King Size cones handcrafted from edible gold and hemp-blend base. Available in Gold, White (8-pack), Tiger Stripes (8-pack), Black (50-pack), and Half-Gram formats. Eliminates rolling skill requirement.
• 24K Gold Wraps (Gold Blunt Wraps) Handcrafted cigar wraps made from a tobacco leaf base finished with edible 24-karat gold. Sold in packs of 2 wraps, designed for premium blunt rolling.
• Shine Infinity Cigar Premium cigar with Dominican filler and binder, wrapped with Connecticut Shade leaf, and coated with pure 24K edible gold leaf. Measures 5 inches with 50 ring gauge, comes in a protective glass tube.
• Shine Gold BirthJay World's first birthday-themed joint accessory featuring 24K gold rolling paper, designed as a sophisticated yet playful gift for birthdays and celebrations.
• Shine Launch Pack Gift set containing a King Size 24K gold cone, Tiger Stripes King Size sheet, 1¼ 24K gold paper, and a Shine glass tip. Ready-to-give birthday, holiday, or special occasion gift.
• Shine Gold Brick (The Brick) Bundle of Shine products including 3 gold cones, 2 Tiger stripes packs, 2 gold 1¼ sheet packs, and 2 glass tips for sharing at parties.
• Shine Ultimate Experience Briefcase The ultimate Shine gift experience delivered in a custom black briefcase with gold graffiti logo. Includes papers, cones, blunt wraps, grinder, rolling tray, and apparel — 50% off retail value at $420.
• Shine Gold 4-Piece Grinder Anodized finish 4-piece grinder with teeth, engraved Shine logo, kief catcher, and scraper.
• Shine Gold Rolling Tray Gold rolling tray measuring 9.25 x 7 inches for convenient rolling sessions.
• Shine Blaze Hemp Papers and Cones Accessible hemp-based rolling papers and cones by Shine's Blaze sub-brand, offering a more affordable alternative to the gold product line. Includes Blaze King Size Rolling Papers (32 sheets) and Blaze King Size Cones (3-pack).
• Shine Apparel (Hoodies, T-Shirts, Snapback, Gaiter) Branded apparel line including Gold Logo Hoodie ($100), Gold Logo Tie Dye Hoodie ($120), Gold Logo T-Shirt ($45), Gold Gang T-Shirt, Black Logo T-Shirt, 'Classic' T-Shirt, Gold Logo Gaiter ($20), and Gold Gang Snap Back ($35). Sizes range XS to XXL.

Quantifiable outcome

• Tyga $5MM investment validates brand value and market potential
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered flagship, core, regional and minor.

• Barneys New YorkflagshipChannel Partner/ Reseller/ DistributorFeatured in Barneys New York's luxury cannabis lifestyle shop 'The High End' at Beverly Hills flagship location and Barneys.com. Represents premium retail positioning and validates luxury brand status.
• HBI InternationalcoreChannel Partner/ Reseller/ DistributorUS distributor for Shine Papers products. Contact: 800.420.4372, hbiinternational.com
• AFG DistributioncoreChannel Partner/ Reseller/ DistributorUS distributor for Shine Papers products. Contact: 855.234.4386, afgdistribution.com
• B.O.B. HeadquarterscoreChannel Partner/ Reseller/ DistributorCanadian distributor for Shine Papers products. Contact: 877.GET.HEMP
• KDK DistributorsregionalChannel Partner/ Reseller/ DistributorCanadian wholesale distributor. Contact: 844.937.6653, kdkwholesale.ca
• EvertreeregionalChannel Partner/ Reseller/ DistributorUK distributor for Shine Papers products. Contact: [email protected]
• Rolls 69regionalChannel Partner/ Reseller/ DistributorEuropean distributor for Shine Papers products. Contact: +420723663182, [email protected]
• Noza DistributionregionalChannel Partner/ Reseller/ DistributorFrance distributor for Shine Papers products. Contact: +33 3 21 60 60 01, [email protected]
• UpPromotecoreGTM or Marketing PartnerAffiliate marketing platform powering Shine's 20% commission affiliate program. Enables influencer and creator monetization through referral links.
• London Cut CigarsminorStrategic or Co-development PartnerBrand inspiration traced to London Cut Black Tie Gold Hand-Rolled Cigar. Shared luxury positioning and premium tobacco product category.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• RAW Rolling Papers: RAW is the dominant mainstream rolling paper brand, founded in 2005 and recognized for its unbleached, natural hemp papers and wide distribution across smoke shops and dispensaries. It directly competes with Shine in the rolling paper category, though RAW occupies the volume/affordable tier while Shine plays in the luxury tier.
• Juicy Jay's: Juicy Jay's is a flavored rolling paper and cone brand owned by HBI International, the same distributor partner that handles Shine in the US. Both brands target the cannabis smoking accessories category with rolling papers and pre-rolled cones, making them direct distribution-channel and shelf competitors.
• Empire Rolling Papers: Empire is a rolling paper and cone brand distributed in smoke shops and convenience stores across the US. It competes with Shine in the core rolling paper and cone category, though at a more mainstream price point without the luxury gold-leaf differentiation.
• Vibes Rolling Papers: Vibes is a premium rolling paper and cone brand positioned around sustainability (hemp-based, responsibly sourced) and minimalist design, targeting cannabis consumers willing to pay above-mass-market prices. It competes with Shine in the premium paper segment with a different value proposition (eco-luxury vs. gold luxury).
• High Hemp Wraps: High Hemp Wraps is a hemp-based blunt wrap brand popular in smoke shops and dispensaries, directly competing with Shine's gold blunt wraps in the wrap category. Both target cannabis consumers seeking premium wrap alternatives to traditional tobacco wraps.
• Elements Rolling Papers: Elements is a premium rice-paper rolling paper and cone brand marketed on its ultra-thin, slow-burn characteristics and natural composition. It competes with Shine in the premium rolling paper segment and uses similar aesthetic and quality-focused positioning to differentiate from mass-market alternatives.
• Blazy Susan: Blazy Susan is a rolling paper and accessories brand known for colorful branded rolling trays and papers, with strong social media presence among cannabis consumers. It competes with Shine in the rolling paper and accessory category, though positioned at a more accessible price point.
• Ciglo / Cyclones Cones: Cyclones is a pre-rolled cone brand distributed by HBI International, which also serves as a wholesale distributor for Shine. Both brands compete head-to-head in the pre-rolled cone segment of smoke shop and dispensary shelves across the US market.

Broad incumbents

• Rizla: Rizla is one of the oldest and largest rolling paper manufacturers in the world (founded 1860s), with broad international distribution across Europe and beyond. It competes with Shine in the rolling paper category but operates at a vastly larger scale across mass-market and convenience channels rather than the luxury niche.
• OCB (Rolling Papers): OCB is a major French rolling paper brand with global distribution and a wide portfolio covering papers, cones, tips, and accessories. It is a broad incumbent in the same product category as Shine but competes primarily on volume and brand heritage rather than luxury positioning.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/shinepapers
• YouTubeyoutube.com/channel/UC0ueKRTSAVsr542lUcvJ_XA
• Facebookfacebook.com/ShineGoldPapers
• Instagraminstagram.com/shinepapers
• LinkedInlinkedin.com/company/shine-brands

Revenue estimate

Valuation estimate

Number of profiles

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 Shine Rolling Papers