Cookies has become a phenomenon in both cannabis and streetwear culture, evolving from a San Francisco passion project into one of the most influential global brands in the industry. Founded by rapper and entrepreneur Berner (Gilbert Milam Jr.) alongside cultivator Jai, Cookies built its name on strain innovation, authenticity, and visual identity. The brand’s signature shade of blue has become instantly recognizable, symbolizing quality and exclusivity in a crowded marketplace.
Operating across more than 70 retail stores in six countries, Cookies represents a bridge between cannabis, art, and lifestyle. Each dispensary blends boutique fashion energy with cannabis craftsmanship—a nod to Berner’s goal of redefining dispensaries into destinations.
Expanding Beyond Flower
While Cookies gained fame for its distinctive cultivars like Cereal Milk, Gary Payton, and Gelatti, the brand has steadily grown into new formats. Among its fastest-rising categories are vape cartridges and disposables, designed for those seeking portable, discreet, and flavorful experiences.
Cookies’ Canna Terp Cartridges use strain-specific formulations to maintain terpene integrity, offering flavors such as Blueberry Caviar and Lemonade. Each 1-gram cartridge reflects the same attention to detail that made Cookies’ flower a household name. The brand also produces live resin and liquid diamond vapes, catering to both flavor-forward and potency-focused consumers.
Collaborations have strengthened its footprint—notably with Muha Meds, merging Cookies genetics with high-purity distillate technology to create co-branded vape releases that appeal to collectors and loyal fans alike.
Where the Brand Stands Now
Cookies is more than a cannabis company—it’s an ecosystem. The brand’s strength lies in its fusion of genetics, retail design, apparel, and media presence. Its community-driven model has inspired countless imitators but few equals.
The growth potential remains enormous, especially in national vape distribution and international licensing. As more states embrace legalization, Cookies’ premium positioning and cultural credibility make it a strong candidate for expansion into mature and emerging markets alike.
Yet, scaling globally carries weight. Vapes face increased regulatory scrutiny, especially concerning hardware safety and labeling transparency. Maintaining uniform quality across all retail channels — from California to Canada — will determine whether Cookies can sustain its elite reputation.
A Living Brand, Not Just a Label
Cookies thrives because it connects directly with the culture that built it. Berner’s continued presence, both as CEO and as an artist, reinforces the sense that Cookies is rooted in passion, not corporate detachment. Even as critics debate its commercialization, the brand continues to influence how cannabis is perceived — merging artistry, innovation, and lifestyle.
Cookies shows that cannabis can be both a product and a platform for creativity. The brand’s evolution from Bay Area cultivation rooms to global shelves reflects a broader shift in how society views cannabis: not just as consumption, but as expression.
