&Shine: Affordable, High-Quality Cannabis Brand by Green Thumb Industries

&Shine

Industry	Cannabis
Parent Company	Green Thumb Industries (GTI)
Products	Vapor Pens, Pre-Rolls, Flowers, Edibles, and Concentrates
Areas served	Illinois, Michigan, Massachusetts, Nevada, and California
Website	https://gtigrows.com/brands/overview/

&Shine is an American cannabis brand that was owned and operated by Green Thumb Industries (GTI), a major national cannabis retailer and producer. The brand focuses on the production and distribution of high-quality cannabis products to adult consumers for recreational usage in various markets of the U.S. &Shine positions itself as an accessible, quality-focused cannabis brand offering affordable alternatives without compromising potency or flavor profiles.

Overview

&Shine was created to be included in Green Thumb Industries’ roster of cannabis brands, offering affordable, value-based cannabis without sacrificing quality. The brand prides itself as a friendly alternative to the average cannabis user, and it focuses on simplicity, consistency, and flexibility in the use of its products at different times. &Shine products are defined by their high terpene content and an effect-focused marketing strategy that targets customers interested in particular experiences, rather than only strain names or THC percentage.

The brand operates on the vertically integrated business strategy of GTI that encompasses the cultivation, production, and retail distribution in the form of the RISE Dispensaries and third-party licensed retailers. &Shine is offered in several states where Green Thumb Industries operates in Illinois, Maryland, Massachusetts, Nevada, New Jersey, New York, Ohio, Oklahoma, and Pennsylvania. By 2025, &Shine will be a top brand in multiple markets, especially in the vapor pen market, dominating Illinois, where it continually has the first position in the market.

The marketing philosophy of &Shine is the ability to find your vibe, and the products can be adapted to the needs of diverse moods and situations: consumers can pursue energizing experiences (let’s goooo), relax (all gooood), or be socially adaptable (down for whatever). This type of lifestyle approach is what makes the brand stand out over more conservative brands that are based on botanical details in marketing.

History

In 2014, Ben Kovler made the decision to start Green Thumb Industries with the idea to promote well-being by using cannabis and make sure that it is accessible and impactful in the community. The firm started as a one-dispensary store in Mundelein, Illinois, and it expanded its business into various markets in the US. As GTI expanded its vertically integrated business, the corporation established a range of unique brands of cannabis to satisfy various consumer groups and budgets.

&Shine was launched by GTI to develop a value-driven brand, which would attract a low-end consumer but at the same time ensure that the product quality was not compromised. The brand is meant to add to the high-end products of GTI, such as RYTHM, aimed at the connoisseurs in the cannabis market, and other niche products such as Dogwalkers (pre-rolls), incredibles (edibles), and Beboe (luxury cannabis). Although the official launch date of &Shine has not been publicly announced yet, the brand was introduced when GTI opened its platform of consumer packaged goods to suit the various demands of the legal cannabis market.

The creation of &Shine was an indicator of how Green Thumb Industries understood the changing cannabis market in which price-conscious consumers wanted to obtain effective products that were of high quality but were not priced at a higher rate. Using its vertically integrated network, such as cultivation, manufacturing, and retail distribution, GTI could provide products of &Shine at competitive prices and still have control over quality throughout the production cycle.

As Green Thumb Industries went geographically and grew both organically and through strategic acquisitions, &Shine was offered in new markets. Other significant expansions were the entry of GTI into Minnesota by means of acquiring LeafLine Industries and opening manufacturing plants in other states, such as Maryland, where GTI has a large production plant in Centreville that manufactures cannabis in various brands, such as &Shine.

By 2025, the penetration of the market by &Shine was significant, especially in the vapor pen segment. The cannabis industry analytics show that the sales of &Shine were more than 10 million dollars within just one month, and the company is still at the top of the competitive market of the vapor pen in Illinois from June until September 2025, regardless of the general changes in the sales volume. The brand is also performing quite well in the vapor pen category in the state of Maryland and has growth opportunities in new markets such as Massachusetts.

Products and Services

&Shine provides a wide variety of cannabis products that can satisfy the needs of different consumers in terms of taste and the methods of consumption. The product line of the brand is structured into multiple major categories, all of which are developed on the basis of terpene-rich cannabis extracts and strain-specific profiles in order to provide the same effects over time.

Flower Products

&Shine’s cannabis flower offerings include both whole flower and Select Grind options. The entire flower product will have full buds that are grown through Green Thumb Industries’ proprietary growing methods, which will guarantee consistency in the strength and terpene profiles. Select Grind line offers pre-ground flower that is convenient and is best used by individuals who want ready-to-use cannabis but do not have the time to prepare it. The shine flower products come in a range of strain types, such as indica, sativa, and hybrid types, all of which are chosen based on specific effect profiles. The flower will be packaged in various sizes to support the various usage habits and cost-efficiency factors, and premium genetics will be available under cost-friendly price tags.

Pre-Roll Products

The &Shine pre-roll line is convenient to consumers who want to join the consumption without rolling equipment and preparation. Such pre-rolls are produced using the same flower as in the loose flower products of &Shine, so that there is uniformity throughout the product range. Pre-rolls are also offered in single-unit packs and in multi-packs to offer both random users and regular consumers with choice. The pre-rolls are organized with the help of their projected effects and terpene profiles, and consumers can choose the products based on the experiences they want, without the need to know much about the genetics of the strains.

Vape Disposables and Cartridges

The strongest market position of &Shine is the vapor pen category, which is most successful in Illinois. &Shine vape products have distillate oil that has strain-specific terpenes, which produce full-spectrum cannabis oil providing both potency and flavor. The vape cartridges can be used with an ordinary 510-thread battery, and they come in various sizes such as 0.3g, 0.5g, 1g, and 2g.

The brands most popular in the &Shine vape line are the Blue Dream Distillate Disposables, the Pineapple Express Distillate Cartridges, the Blueberry Distillate products, and the Durban Poison Distillate Cartridges. They are considered to be products with about 80-85% THC content, which is attractive to those customers who want strong effects. The Blue Dream Distillate Disposable (2g) was the most successful product of the year, September 2025, and sold 9,101 units.

The disposable vape pens have even more convenience since they do not require external battery devices. They are fully charged and ready to go, and are therefore the perfect product for consumers who are either new to vaping or those who want a more discreet and portable way to consume. Disposables come in sativa, indica, and hybrid formulations and are labeled in terms of the various effects to help consumers make a selection.

Terpene Technology

Another characteristic that sets the vape products of &Shine apart is the focus on the use of terpene-based formulations. Terpenes are aromatic compounds in cannabis, which cause taste, smell, and the overall profile of effects in a process referred to as the entourage effect. Although most consumers mainly pay attention to the percentages of THC, the formulation of &Shine takes into account the fact that terpenes and other cannabinoids combine with THC to induce certain experiences. This method enables &Shine to provide similar effects in subsequent batches and preserve the individual characteristics of a strain profile.

Cannabinoid Balance

One of the most commonly used cannabigerol (CBG) is a non-psychoactive cannabinoid found in &Shine vape products, which contributes to the controlled psychoactivity of THC. CBG acts as a countermeasure to the possible negative effects of the use of high-THC products by some consumers, like anxiety or paranoia. The addition of CBG will enable &Shine to provide powerful products and a comfortable experience to a wider audience. CBG also supports the properties of therapeutic value, such as possible pain relief, the ability to reduce inflammation, and nausea.

Edible Products

Although the main product lines of &Shine are flower and vape, the brand has expanded into cannabis-infused edibles to offer more lasting effects and other options to inhalation-based consumption. The cannabis experiences provided by Shine are fully immersive and long-lived edible offerings as opposed to smoking or vaping. These are products that have been developed to be dosed accurately to provide consistent effects and are packaged to target consumers on various occasions on which they want to be able to consume them on different occasions.

Quality and Manufacturing

The manufacturing of &Shine products is performed in the certified cultivation and processing facilities of Green Thumb Industries all over the United States. It has 20 manufacturing plants, in which the company ensures that there is a high level of quality control protocols during the manufacturing process. Potency, purity, and absence of contaminants, including pesticides, heavy metals, and residual solvents, are tested in the seed-to-sale process of the products of the brand, &Shine.

The vertical integration of Green Thumb Industries enables &Shine to preserve the quality and generate costs that are under control, which translates into the competitive prices to the consumers. GTI cultivates cannabis using the most recent horticultural methods, environmental regulation, and genetic selection to generate cannabis that fits the brand specifications in terms of terpene content and cannabinoid profiles.

Market Metrics and Headset Data Analysis

According to Headset.io, by 2025, &Shine had annual sales of its products in calendar year 2025 in the different states of the USA of approximately $113.2 million, with a good market share of all cannabis commodities sold, especially in the Vapor Pens category, which ranked #1 in Illinois.

Top 5 SKUs by sales:

FAQs

Q: Is &Shine good for new cannabis users? 

Yes, &Shine is perfect for beginners. Their products are clearly labeled, effect-forward, and easy to understand. 

Q: How strong are the vape carts? 

Most &Shine vapes test around 80–85% THC and include full-spectrum oil with natural terpenes. 

Q: Where can I buy &Shine in Illinois? 

&Shine is available at the United States’ renowned dispensaries across Illinois, as well as other GTI-partner retailers. 

Q: What’s the difference between whole flower and Select Grind? 

Whole flower offers full buds, while Select Grind is pre-ground—ideal for convenience and fast packing. 

Q: What’s a good product to start with? 

The Select Grind flower is a great place to begin. If you prefer vapes, the Mango cart is a tasty and mellow intro.