NJOY is an American maker of electronic cigarettes and e-vapor products headquartered in Scottsdale, Arizona. An early pioneer of the e-cigarette industry, NJOY developed a portfolio of e-vapor devices and pods including its flagship NJOY ACE pod-based system and NJOY DAILY disposables. NJOY ACE became one of the only pod-based e-vapor products to receive marketing granted orders (market authorizations) from the U.S. FDA. After raising substantial venture capital and then filing for Chapter 11 bankruptcy in 2016, the company was reconstituted as NJOY, LLC in 2017 under new ownership led by Mudrick Capital Management and Homewood Capital. Altria Group acquired NJOY Holdings, Inc. in 2023 for approximately $2.75 billion in cash plus up to $500 million in regulatory-contingent payments.
NJOY has been acquired
This company is no longer available on our private secondary market.
Company data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.
Founded
2006
Total Funding
$614.15M
11 rounds
Altria booked an $873M non-cash goodwill impairment on its e-vapor unit tied to the NJOY ACE import ban
Parent-recognized write-down implies material downward mark on the NJOY asset since the 2023 acquisition
ITC ruled NJOY ACE infringes Juul patents; ordered import/sale ban effective March 31, 2025
Flagship product pulled from market indefinitely; downside pressure on any Altria-implied NJOY mark
Funding data and valuation marks are estimates and may be incomplete, stale, erroneous, or revised.
Total raised $614.15M across 11 rounds
Last updated 09-03-2026
| Date | Round | Amount Raised | Valuation | Lead Investors |
|---|---|---|---|---|
| Feb 16, 2021 | Private placement | $5.0M | — | Not disclosed |
| Dec 6, 2019 | Debt financing with warrants | $115.0M | — | Not disclosed |
| May 3, 2019 | Private placement | $137.0M | — | Not disclosed |
Shannon Leistra
President and CEO (post-Altria acquisition, from June 2023)
Douglas Teitelbaum
Former Chairman and CEO, NJOY LLC (post-2017 restructuring)
Mark Weiss
Founder
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