Cookies isn’t just a cannabis brand—it’s a global movement built on authenticity, artistry, and hustle. Founded by Bay Area rapper and entrepreneur Berner (Gilbert Anthony Milam Jr.) alongside master cultivator Jai, Cookies has grown from a local underground strain into one of the most recognizable names in cannabis culture.
From the Bay to the World
Berner’s story starts in San Francisco’s Sunset District, where his early exposure to hip-hop and street culture shaped his entrepreneurial spirit. Before the fame, he worked behind the counter at The Hemp Center, a local dispensary, where he learned firsthand about patients’ needs and strain genetics. His collaboration with Jai—known for breeding the original Girl Scout Cookies (GSC) strain—became the foundation of what would evolve into the Cookies empire.
While many cannabis founders came from corporate backgrounds, Berner’s edge was authenticity. As an independent artist signed to Wiz Khalifa’s Taylor Gang Entertainment, he leveraged his music and lifestyle to promote cannabis before legalization was mainstream. His songs, merch, and social presence turned Cookies into a cultural brand that transcended the plant itself.
Defining the Cookies Brand
At its core, Cookies is a cultivation-first company with a focus on genetics and innovation. Strains like Gelato, Sunset Sherbert, and Cereal Milk are synonymous with the brand, prized for their flavor complexity, potency, and terpene-rich profiles. Cookies operates through a “seed-to-sale” model, ensuring control over everything from phenotype selection to packaging design.
Beyond its flower, Cookies diversified into vape products, concentrates, apparel, and accessories, creating a lifestyle ecosystem that connects consumers to the culture. The signature blue logo and limited-edition drops mirror the sneaker world—exclusive, collectible, and community-driven.
Today, Cookies has licensed stores and partnerships across the U.S., Canada, and even Europe, making it one of the first cannabis brands to achieve true global recognition. Forbes and Business Insider have both reported its valuation in the hundreds of millions, highlighting Berner’s unique balance between cultural storytelling and business scalability.
The Duality of Fame and Criticism
Yet with scale comes scrutiny. Critics often argue that Cookies products vary in quality depending on state and operator, as licensing can dilute consistency. Some reviewers praise the flower’s freshness, aroma, and presentation, while others claim it doesn’t always live up to its premium price tag. Despite this, Cookies remains a leader in brand loyalty—its fans are fiercely devoted to its identity and message.
Legal challenges have also followed success. The company has faced lawsuits related to partnerships and contracts, as well as accusations from investors and retailers. Still, Berner has weathered these storms, positioning himself as a symbol of resilience in an industry that’s anything but predictable.
A Cultural Force
What truly sets Cookies apart is its fusion of cannabis, creativity, and community. The brand actively supports social equity, criminal justice reform, and advocacy for medical access. Berner, a cancer survivor, often uses his platform to promote awareness, patient education, and philanthropy.
Cookies’ legacy is more than genetics or profits—it’s about normalizing cannabis through culture. Berner’s journey from local budtender to global brand visionary proves that authenticity can still win in a billion-dollar industry. Cookies remains a reminder that the best brands grow from passion, purpose, and perseverance—one seed, one strain, and one story at a time.