Women's Rolling Papers: How Blazy Susan Built Community Through Pink Papers and Quality

From MJ Biz Con Week: A conversation with Shuang Han on creating accessibility, leveraging data, and why paper quality matters more than you think

When 67% of your consumers are women in an industry historically dominated by masculine branding, you're doing something right. Blazy Susan didn't just create pink rolling papers—they created a movement that normalized cannabis consumption for women and built an entire lifestyle brand around accessibility and community.

Shaung Han, Blazy Susan's Vice President of Retail Sales, sat down with us inside their iconic pink Airstream (yes, it's as cute as it sounds) to discuss how the brand evolved from a spinning rolling tray to an international phenomenon, and why paper quality matters just as much as the flower you're smoking.

Creating Accessibility Through Design

The pink wasn't just a marketing gimmick—it was a deliberate choice that created accessibility and normalization for women cannabis consumers. For years, women consumed cannabis quietly, purchasing through delivery services rather than walking into intimidating smoke shops or dispensaries where they weren't sure what they'd encounter.

"Historically, if you were to purchase rolling papers or any kind of rolling paper accessory, you had to go to a smoke shop. We are in those smoke shops, but we're also now in dispensaries, traditional retail, and you can buy our products online. So there's really that safe space of wherever you want to—you can do that now."

The pink papers became more than just a product—they became a signal. When women saw pink papers sold out, they knew there were others like them. Community formed around recognition and representation.

Women's Rolling Papers: Beyond Just Pink

While Blazy Susan is known for their signature pink, the brand has evolved to offer something for everyone. Purple papers made with sweet potato dye (ube, for the Asian consumers who know), natural papers, and the Grateful Dead line ensure that diverse preferences are represented.

The recently launched green cone exemplifies this evolution. Developed based on feedback from budtenders through platforms like LeafLink and social media engagement, the green cone's launch coincidentally aligned with the Wicked movie phenomenon and Pantone's color of the year—perfect cultural timing that wasn't even planned.

This expansion demonstrates that while pink opened the door, inclusivity keeps it open. The brand's aesthetic creates entry points for consumers who previously felt excluded from cannabis culture.

Why Paper Quality Actually Matters

Beyond the colors and lifestyle branding, there's substance to back up the style. If you've ever wondered why dispensary pre-rolls sometimes taste off, the answer often lies in the paper, not the flower.

"Our papers are all French-milled, they're all from France, they're wood pulp. So really clean, really even burn. And they're thinner than a lot of the paper out there. That's what allows you to actually have that even burn. That's why people say our papers are super clean tasting and burn really great."

The natural dyes used in Blazy Susan papers—like the sweet potato dye in their purple papers—address consumer concerns about what they're putting in their bodies. When you're conscious about consuming clean cannabis, the vehicle for that consumption matters just as much.

For consumers who prefer the plant as pure as possible, paper quality becomes non-negotiable. The evenness of the burn, the taste profile, and the harshness (or lack thereof) all stem from the paper's thickness, material composition, and manufacturing process.

From Reddit Thread to Lifestyle Brand

Blazy Susan's origin story is delightfully unconventional. The company started with the OG product—a spinning rolling tray designed to keep coffee tables organized. The lazy susan concept led to the question: what do you fill a spinning tray with? Papers, cones, and accessories naturally followed.

But who was Susan? The brand's icon and mascot emerged from a Reddit thread where the founder asked the community to help define what Susan should represent. This community-driven approach to brand development set the tone for everything that followed.

From pool floaties to rolling trays to ashtrays, every product extension feels authentic because it's informed by the community that uses them. The brand doesn't just sell accessories—it creates a lifestyle ecosystem.

Data-Driven Decisions in Cannabis Accessories

Blazy Susan's success isn't just creative intuition—it's backed by serious data analysis. The team uses Headset analytics weekly to identify growth opportunities, track state-by-state performance, and communicate strategic priorities to their sales team.

"We use a lot of data across sales, across marketing, across a lot of the decisions we make as a business. We use Headset analytics on a weekly basis to see where we need to be and what the opportunities are so I can communicate that to the sales team."

This data-driven approach extends to product development. Feedback from budtenders on LeafLink, social media analytics managed by their marketing team, and direct consumer input all inform decisions about new colors, products, and market expansion.

The result? Products like the green cone that launch at culturally relevant moments, informed by real consumer demand rather than guesswork.

Breaking Into Traditional Retail

While many cannabis accessory brands remain confined to smoke shops and dispensaries, Blazy Susan has successfully penetrated traditional retail channels. You'll find their products at Spencer's Gifts, in duty-free shops, and increasingly in convenience stores.

The convenience store opportunity is particularly significant—with over 100,000 convenience stores in the US, it represents a massive expansion of accessible touchpoints for consumers. For 2026, this channel represents a major growth focus.

International expansion continues as well, with presence in Canada, Mexico, South America, and Europe. The brand's appeal transcends borders, suggesting that the desire for quality, accessible cannabis accessories is universal.

Navigating Uncertainty: Hemp Ban and Industry Challenges

The conversation naturally turned to the elephant in the room—the pending hemp ban and the volatility facing the cannabis industry. As an ancillary brand that's not plant-touching, Blazy Susan faces unique challenges in taking political stances.

The brand must balance advocacy with their position as a vehicle for consumption rather than a direct cannabis company. Yet the impact is undeniable—restrictions on hemp products affect the entire ecosystem, including what consumers have available to roll up in any colored papers.

The reduced attendance at MJ Biz Con this year reflects broader industry uncertainty. One year to address complex regulatory changes isn't much time, and the industry needs to band together to create meaningful impact.

The Power of Community-Driven Growth

What stands out most about Blazy Susan's approach is the genuine community focus. From Susan's creation via Reddit to product development informed by budtender feedback to social media engagement that feels authentic rather than performative, every decision centers on the people using the products.

The marketing team—including social media manager Aaliyah, along with Zach, Ford, and Malia—maintains a pulse on cultural moments and consumer sentiment. This allows for organic growth and ideas that resonate because they emerge from the community rather than being imposed on it.

As Shaung notes, one brand's success should trickle down to other brand success—we're all in this together. In an industry facing significant challenges, that collaborative spirit matters more than ever.

Want to hear the full conversation? Listen to the complete podcast episode to dive deeper into Blazy Susan's product development process, international expansion strategy, and vision for normalizing women's cannabis consumption.

Want to connect with Shaung Han? Find her on Linkedin!

https://blazysusan.com/

This conversation was recorded inside the Blazy Susan Airstream at MJ Biz Con Week 2025.