Select

Select

Industry	Cannabis
Founded	2015, Portland, Oregon
Products	Vapor Pens, Pre-Rolls, Flowers, Edibles, Beverages, and Tinctures & Sunlingual
Areas served	Oregon, Washington, Arizona, California, Illinois, Massachusetts, Michigan, Missouri, Nevada, and New York
Website	selectelevated.com

Select is a high-quality cannabis brand that focuses on vaporizer products, edibles, and cannabis oil. The select company that was acquired by Curaleaf Holdings in 2019 was founded in 2015 by entrepreneur Cameron Forni in Portland, Oregon, marking one of the largest transactions in the cannabis industry. The brand is present in 15 states in the US and is considered one of the best cannabis oil brands in America. 

Overview

Select became one of the innovative vendors by presenting the first silica fiberglass-free vape cartridge in 2015. The brand was differentiated by the strict testing standards, new technological hardware, and the belief in making pesticide-free cannabis products. Select, which was initially owned by Cura Partners, saw very fast growth, became the best-selling cannabis brand on the West Coast, and was acquired by Curaleaf Holdings. 

Its product line-up includes high-quality vaporizer oils such as Select Essentials, Select Elite, Select Elite Live, and Select ACE, as well as such hardware innovations as Select Cliq battery system and Select Briq disposable vapes. Select also manufactures a variety of edibles in the X Bites brand, fast-acting gummies, and Squeeze beverage enhancers. The company is a vertically integrated company of Curaleaf, and it is distributed in more than 2,000 dispensaries in the medical and adult-use markets. 

Select focuses on quality control by adopting practices to test the cartridges that are above and beyond the state regulatory standards, and fills every cartridge hand and performs several quality inspections during the production process. This safety and consistency have made Select a household name among the consumers of cannabis who want to have high-quality experiences.

History

Select is a luxury cannabis brand that is based in Portland, Oregon, and deals with high-quality vaporizers, cannabis edibles, and cannabis oils. The brand is now a part of Curaleaf Holdings, Inc.

Select was started by Cameron Forni in 2015 when he suffered a severe coughing attack after using a low-quality cannabis vaporizer, which led him to come up with a smoother and safer version of the vaporizer. Forni was the first to introduce the industry-standard vape cartridge, which has a ceramic core and organic cotton wick, with silica fiberglass removed that was present in other competing products of the time. The corporation was started as a parent company, Cura Partners, with its headquarters located at 115 SE Yamhill Street in Portland, Oregon.

This success in the industry earned the brand recognition, and Cameron Forni has received accolades as one of the 100 Most Influential people in Cannabis in the High Times Magazine in 2017 and 2018. Cura Partners was also honored with such awards as the position at No. 45 in the Inc. 500 in 2018 and inclusion in the lists of the Oregon Business Magazine as one of the Best Companies to Work.

Curaleaf Holdings declared a binding deal to purchase Cura Partners in May 2019 in an all-stock deal initially estimated at C$1.27 billion (US9488 million). The deal was the largest cannabis takeover to date and brought together two brands of opposite coasts- the East Coast retail power of Curaleaf and the West Coast dominance of Select, a wholesaler. The deal involved the manufacturing, processing, distribution, marketing, and retail of Select, and all the intellectual property relating to the Select brand name. 

After the completion of the acquisition in February 2020, Curaleaf launched a vigorous expansion plan for the Select brand. In June through August 2020, Select products were introduced in four other states, Maine, Massachusetts, Ohio, and Florida, putting the brand in 13 states. As of October 2020, Select is offered in 15 states such as Arizona, California, Colorado, Connecticut, Florida, Illinois, Maryland, Michigan, Nevada, New York, Ohio, Oklahoma, Oregon, Massachusetts, and Maine. 

In March 2021, Select became the first in the industry to concurrently introduce Select Fresh products into 10 markets within four weeks, the first time a THC product had been distributed so nationally. This was a milestone that portrayed the development of Select into a nationally recognized cannabis brand. 

The breakthrough happened in July 2023 with the launch of a complete strategic rebrand of Select in all 15 state markets by Curaleaf. The rebrand included an elevated visual aspect, a reorganized product line, and a narrowed concentration on three core product lines, including premium oils, state-of-the-art hardware, and next-level edibles. This was accompanied by the introduction of Select Briq, a two-gram all-in-one vaporizer that is proprietary and created in collaboration with ACTIVE.

As of 2023, Select operates in the United States and some overseas markets and is further established as a leading global cannabis brand.

Products and Services

Select provides a wide range of cannabis products, with the core business being oils, vapes, edibles, and drinks, which are made with a focus on high-potency, sophisticated flavors, and ease of use. The vape category is the primary strength of the brand as it contributes a substantial share of its sales, and the brand has diversified to offer other types to meet diverse consumer requirements. Each product has up to 0.3% THC according to the federal limits, where necessary, but individual state compositions differ in recreational and medical formulations.

Vaporizer Oils

The vaporizer oil product range produced by Select is the central line of the brand, with various formulations being offered to meet the needs and preferences of different consumers.

• Select Essentials is a high-potency in-house distillate oil that has been infused with naturally-derived terpenes to provide consistent levels of THC and superior flavor with an excellent variety of traditional cannabis strains. 

• Select Elite provides oil under the active form with the highest possible concentration of THC, which is usually in the range of 82-92%. These carts are made with terpenes that are extracted from cured cannabis and vaped into highly refined strain-specific oil, creating bold flavors and strong effects.
• Select Elite Live is an elite-grade oil product that is balanced with live resin terpenes, which have been extracted using freshly grown cannabis plants that are flash frozen. This retains sensitive volatile compounds that normally break down due to standard drying and curing, producing a high-fidelity vape experience that is much closer to smoking fresh flowers. Elite Live cartridges are usually 70-85% THC with an improved terpene profile. 
• In March 2022, Select Live Rosin released its first solventless extract line. These products are based on the extraction process invented by Curaleaf, involving the use of water, rapid freezing of freshly harvested cannabis, and a gentle processing using mechanical separation to avoid the use of any chemical solvents to keep the naturally produced terpenes and cannabinoids intact. 
• Select ACE (Aqueous Cannabis Extraction) is the latest creation of Select, which involves a revolutionary, innovative method of extracting cannabinoids using water rather than solvents that extracts the cannabinoids and leaves practically all the typical impurities behind. This is the first of its kind, technology that is used to obtain ultra-smooth oil with more than 90% of THC and high purity. 
• Select Fresh uses high-quality distillate oil with bold and all-natural terpenes derived from fruit in a small cartridge of 0.3 grams called “Go”. Introduced to consumers to have flavorful experiences, and use at favorable prices, Fresh is a rechargeable solution to the disposable hardware.

Edibles

Select edible product line focuses on novel formulations that are aimed at having better bioavailability and longer action.

• Select X Bites is based on proprietary liposomal encapsulation technology, which resembles natural components in the body to enhance the maximum absorption of THC, the speed of onset, and the duration of effects. These gummies are impregnated with the popular cannabis oil from Select, and they come in various flavors.
• Live Rosin X Bites, released in July 2023, are solventless live rosin and full-spectrum cannabinoids, the most accurate flower-to-edible conversion in Select so far. The products provide natural strain profiles without being chemically processed. 
• High Dose X Bites are offered to experienced consumers who have up to 50mg of THC per bar and 10 mg per piece, giving them stronger and longer-lasting effects than regular edibles. 
• Select Fast-Acting Gummies have a distinctive composition of emulsified cannabinoids that allows the products to initiate 15-30 minutes of action, which is much faster than the standard edible. 
• Select Snooze Gummies include CBN at 1:1 with THC, which is specifically designed to relax and induce sleep. Emulsified cannabinoid formulation is associated with faster dispersion and onset, which usually lasts for 15-30 minutes. 

Beverages

Select Squeeze is a micro-emulsified dose of THC in the form of a beverage that is sold in a self-measuring bottle, which delivers a single serving of 5mg at once with each squeeze. The solvent liquid containing THC is water-soluble and makes any drink an infused experience with rapid effects.

Hardware Technology 

Select has established itself as an innovator in vaporizer hardware, developing proprietary devices that enhance user experience and product performance.

• Select Cliq: A rechargeable pod system introduced in 2022.

• Select Briq: A 2.0 g all-in-one vape pen unveiled in 2023.

Select Stiq: A rechargeable 1.0 g all-in-one device launched in 2024.

Market Metrics and Headset Data Analysis

According to Headset.io, by 2025, Select had annual sales of its products in calendar year 2025 in the different states of the USA of approximately $125.5 million, with a good market share of all cannabis commodities sold, especially in the Vapor Pens category, which ranked #3 across all major states of the USA.

Top 5 SKUs by sales:

FAQs

What are the products that Select sells?

Select sells cannabis oil vaporizers (carts and pens), as well as edibles (THC gummies and chocolate bars) and drinks such as the Select Squeeze beverage enhancer.

Who owns the Select brand?

Curaleaf Holdings declared a binding deal to purchase Cura Partners in May 2019 in an all-stock deal initially estimated at C$1.27 billion (US9488 million). Select is one of its national brands that it now operates.

What is Select known for?

Select is a company that produces quality and well-tested cannabis oils. Curaleaf promotes it as the best Cannabis Oil Brand in America. Retailers add that Select focuses on flavor, purity, and new technology in vaping.

What is the Select Squeeze?

Select Squeeze is an acetylated liquid drink intensifier that has 5mg of THC, which acts within a short period of time. It is consumed in drinks (water, soda, etc) to accelerate the effects.

What is Select’s slogan?

Select has a slogan of Cannabis Elevated as it focuses on a premium cannabis experience. More, Select is a luxury cannabis brand that is based in Portland, Oregon, and deals with high-quality vaporizers, cannabis edibles, and cannabis oils.