ZenZest
Back to menu

Brand · 26 products live

Select

We're a collective of cannabis lovers and visionaries, cultural connoisseurs, and progress seekers. Down to earth but always up for anything. We believe cannabis is a conduit to elevated moments, experiences, and connections. So we focus on elevating everything we do—from product quality and innovation, to cultural experiences that inspire and connect us. Always with a higher purpose of inclusion, normalization, and progress. Because elevated should be for everyone. This is more than just cannabis. This is cannabis elevated.

Select logo

Quick answer · What is the Select cannabis brand?

Select is a Oregon-founded cannabis brand that has grown into one of the most widely recognized vaporizer and extract labels in American dispensaries. Known for a clean, approachable aesthetic and a commitment to consistent oil quality, Select occupies the dependable mid-tier of the market — a brand that treats broad accessibility as a design principle rather than a concession, available in New York through the adult-use retail channel.

Select is a Oregon-founded cannabis brand that has grown into one of the most widely recognized vaporizer and extract labels in American dispensaries. Known for a clean, approachable aesthetic and a commitment to consistent oil quality, Select occupies the dependable mid-tier of the market — a brand that treats broad accessibility as a design principle rather than a concession, available in New York through the adult-use retail channel.

The story

Select was founded in Portland, Oregon, in 2015 by Britton Phillips and Cameron Rosen, emerging during a pivotal moment when the legal West Coast market was beginning to demand more than rudimentary extraction and generic vape hardware. The founders identified a gap between the rough-edged concentrate culture of early legalization and the kind of consistent, approachable product that curious mainstream consumers — not just seasoned enthusiasts — could rely on. Their initial focus on distillate vaporizer cartridges positioned the brand squarely around precision and repeatability: the promise that a consumer's third cartridge would perform identically to their first. The most consequential inflection point in Select's history came in 2019, when Curaleaf Holdings — one of the largest multi-state cannabis operators in the United States — acquired the brand as part of its aggressive expansion strategy. The acquisition gave Select manufacturing scale, distribution reach across dozens of legal states, and the operational infrastructure to enter new markets rapidly. Under Curaleaf's umbrella, Select has expanded its format portfolio beyond vaporizers to include edibles and tinctures, broadening its audience without abandoning the clarity-of-experience positioning that defined its earliest years. The brand has acknowledged that the transition to corporate ownership was accompanied by growing pains around supply consistency, though public reporting suggests subsequent investment in extraction standardization helped stabilize quality across markets.

Aesthetic & shopper persona

Select's visual identity is deliberately restrained. Packaging across its core vaporizer line relies on a minimal palette — clean whites, cool grays, and measured use of color to differentiate product tiers and cannabinoid profiles rather than to decorate for decoration's sake. The typography is sans-serif and modern without being austere; it signals pharmaceutical precision while retaining enough warmth to avoid clinical detachment. The overall effect is less luxury apothecary and more considered consumer electronics: the brand looks at home on the same shelf as premium wellness goods. The shopper persona Select addresses is the informed adult-use consumer who prioritizes convenience and reliability over terroir-forward craft. This is not the customer who wants to discuss phenotype selection over a tasting flight; this is the professional who wants a vaporizer cartridge that works consistently, a tincture that measures predictably, and packaging that communicates trustworthiness without ostentation. Select sits comfortably in the prosumer mid-tier — above mass-market value commodity but intentionally below the handcrafted single-source luxury segment. That positioning is a strategic choice: the brand's philosophy, as articulated in its own marketing language, is that elevated experiences should be broadly available, not curated for a narrow collector audience.

Cultivation & craft

Select's product lines are built on extraction rather than cultivation, and the brand's reputation rests substantially on its approach to distillate production. Distillate is a refined cannabis oil created through a multi-stage process — typically winterization, decarboxylation, and short-path or wiped-film distillation — that strips the starting biomass down to a highly purified cannabinoid concentrate, often exceeding ninety percent total cannabinoids by weight. The advantage of distillate at commercial scale is uniformity: the process eliminates variability introduced by differing input genetics, harvest windows, or growing conditions, delivering a consistent viscosity and cannabinoid ratio batch to batch. Under Curaleaf's ownership, Select has invested in standardizing this process across its manufacturing facilities to maintain cross-market consistency, a non-trivial challenge given how differently cannabis biomass behaves by region and regulatory environment. The brand's flavored and strain-specific cartridges reintroduce terpenes — either cannabis-derived or botanically sourced, depending on product tier — after distillation, a practice that is standard across the mid-market vaporizer segment. Select's Elite line, its more premium tier, has emphasized cannabis-derived terpene reintroduction as a quality differentiator, though the brand has not published detailed methodology documents in the manner of some craft-extraction-focused competitors. Industry context matters here: Select operates at a scale where full solventless or live-rosin production across its entire catalogue would be operationally and economically prohibitive, a trade-off that informs both its price positioning and its consumer base.

What to try first

Select is most closely associated with its vaporizer cartridge portfolio, which remains the foundational category for the brand across every legal market it occupies. The cartridges are available across multiple tiers — an entry-level line built on distillate with botanically sourced terpene profiles, and the Elite tier, which centers cannabis-derived terpenes and tends to command a modest premium at retail. The distinction matters to educated consumers: cannabis-derived terpenes preserve a more complete aromatic and flavor fidelity to the source cultivar, while botanical terpenes offer consistency at lower cost. Both tiers use hardware designed for the 510-thread standard, ensuring broad device compatibility. Beyond vaporizers, Select has expanded into edibles and tinctures, categories that extend the brand's accessibility argument to consumers who prefer not to inhale. The tincture line in particular reflects the brand's wellness-adjacent positioning: sublingual administration offers a familiar format for consumers crossing over from the broader supplement category, and the measured-dosing approach of a dropper bottle aligns with Select's emphasis on predictability. In the New York adult-use market, all three categories — vaporizers, edibles, and tinctures — are represented, giving the brand a multi-format presence that few single-origin craft producers can match at equivalent price points.

When this brand shines

Select is a brand that earns its place in a consumer's regular rotation through reliability rather than revelation. The occasion it serves most naturally is the weekday unwind — the commuter who wants a vaporizer cartridge that performs without fuss, the professional who reaches for a tincture as part of an evening ritual that also includes a non-alcoholic aperitif and a measured bedtime routine. The brand's multi-format portfolio means it travels well across different contexts: a cartridge fits discreetly into a jacket pocket for a cultural event, a tincture integrates into a morning or evening routine with minimal ceremony, and an edible offers a shareable option for a social gathering where precision of experience matters. Select's aesthetic and pricing also make it a reasonable gifting option — not the statement bottle of a prestige single-malt, but the dependable, well-packaged choice for a friend whose preferences you know only broadly. The brand's self-stated higher purpose around normalization and inclusion translates practically into formats and price points that don't require the recipient to be a cannabis connoisseur. For the New York consumer navigating a still-developing adult-use market with an abundance of unfamiliar labels, Select's name recognition and legible product communication lower the barrier to a confident purchase.

Provenance

Select entered the New York adult-use market through Curaleaf's established wholesale and retail distribution infrastructure. Curaleaf holds multiple New York State OCM licenses — including cultivation, processing, and dispensary retail licenses — and Select products available in New York are manufactured and distributed under that umbrella rather than through a separate Select-specific New York OCM license. Consumers should understand that Select in New York is effectively Curaleaf's house mid-market brand, produced within Curaleaf's New York-compliant operations. Select was originally founded in Oregon, and beyond New York, the brand is active in numerous adult-use and medical states where Curaleaf operates, including Florida, New Jersey, Massachusetts, and others — making it one of the more geographically distributed cannabis brands in the domestic market. Curaleaf is a publicly traded, Canadian-incorporated multi-state operator; Select does not carry an independent social-equity, women-owned, or BIPOC-owned designation. The founders' original Oregon company was a privately held entity prior to the Curaleaf acquisition in 2019.

Select — frequently asked

Where is Select made?+

Select was founded in Portland, Oregon, in 2015, and its products were originally manufactured there. Following the brand's 2019 acquisition by Curaleaf Holdings, manufacturing has expanded to multiple states through Curaleaf's licensed production facilities. Products available in New York's adult-use market are produced through Curaleaf's New York-compliant operations rather than imported from Oregon, in accordance with New York State OCM regulations requiring in-state production for adult-use sale.

Is Select a NY-licensed cannabis brand?+

Select does not hold an independent New York OCM license as a standalone entity. In New York, Select products are available through Curaleaf's licensed manufacturing, processing, and retail infrastructure. Curaleaf is an OCM-licensed operator in New York, and Select functions as a brand within that portfolio. Consumers purchasing Select at a New York adult-use dispensary such as ZenZest can be assured the products comply with state regulatory requirements under Curaleaf's licensing.

What is Select best known for?+

Select built its reputation primarily on vaporizer cartridges — specifically, distillate-based 510-thread cartridges offered in strain-specific and terpene-enhanced formats across multiple quality tiers. The brand is recognized for consistency and accessibility at a mid-market price point. Since its acquisition by Curaleaf, the portfolio has grown to include edibles and tinctures, but the vaporizer category remains the product line most closely associated with the Select name in retail markets across the United States.

What product format should I try first from Select?+

For a first encounter with the brand, the vaporizer cartridge line is the most representative expression of what Select does. It reflects the brand's core emphasis on reliable, consistent oil quality and approachable format. Consumers who prefer not to inhale would find the tincture line a sensible entry point — it offers the same predictability the brand emphasizes, in a sublingual format with familiar dosing conventions. Staff at ZenZest can guide format selection based on individual preference and prior experience.

Is Select a luxury cannabis brand?+

Select occupies the prosumer mid-tier of the cannabis market rather than the luxury or ultra-premium segment. Its pricing is positioned to be broadly accessible, and its philosophy — as the brand itself has articulated — is that elevated experiences should be available to a wide audience rather than a narrow one. The packaging and product quality communicate care and reliability without signaling exclusivity. Shoppers seeking handcrafted single-source or solventless luxury products may find Select's approach more utilitarian than they prefer.

Who owns Select cannabis?+

Select was founded by Britton Phillips and Cameron Rosen in Portland, Oregon, in 2015. In 2019, Curaleaf Holdings — one of the largest publicly traded multi-state cannabis operators in the United States, incorporated in Canada and listed on the Canadian Securities Exchange — acquired the brand. Since the acquisition, Select has operated as a brand within Curaleaf's portfolio. The original founders have not maintained prominent public-facing roles in the brand following the transaction, though the founders' specific subsequent activities have not been extensively documented in cannabis trade press.

Does Select offer products beyond vaporizer cartridges in New York?+

Yes. In the New York adult-use market, Select is represented across three product categories: vaporizers, edibles, and tinctures. This multi-format presence reflects the brand's post-acquisition expansion under Curaleaf, which has positioned Select as a comprehensive mid-tier brand rather than a vaporizer-only label. Specific product availability may vary by dispensary and by inventory cycle; ZenZest's current Select offerings can be confirmed through the store's online menu or by speaking with a staff member on the floor.

If you like Select, also explore

Stiiizy

Stiiizy shares Select's emphasis on vaporizer-format consistency and mainstream accessibility, making it a natural next step for consumers drawn to reliable, widely distributed cartridge and pod products.

Wana Brands

Wana occupies a comparable mid-tier positioning in the edibles category — emphasizing consistency, clear dosing, and broad retail availability — appealing to the same consumer who values predictability over artisan provenance.

Curaleaf House Brands

Since Select operates under the Curaleaf umbrella in New York, consumers interested in the same manufacturing standards and distribution infrastructure may find other Curaleaf-affiliated formats complementary.

Kiva Confections

Kiva's precise, wellness-adjacent edible and tincture lines attract the same consumer persona as Select — someone who wants a clean, well-packaged product with predictable effects rather than an adventurous single-origin experience.

Cresco Labs' Mindy's

Mindy's sits in a similar prosumer mid-tier for edibles and appeals to consumers who appreciate approachable branding, consistent dosing, and the credibility of a well-capitalized multi-state operator behind the product.

Browse Menu