Select is the vape brand Cameron Forni started in Portland, Oregon in 2015 and Curaleaf has owned since 2020. It made its name on cartridge oil sold wholesale across the West, then rebuilt itself around proprietary hardware. The 2-gram Briq 2 all-in-one now leads the line in 13 states, and Curaleaf calls Select the No. 1 selling premium vape in the states where it operates.
Cameron Forni and the Portland wholesale play
Forni founded Cura Partners, the company behind Select, in Portland in 2015. Select grew as a wholesale brand rather than a retailer, getting its oil into other people's dispensaries. By May 2019 it was selling THC products in more than 900 retailers across California, Arizona, Oregon and Nevada, and Curaleaf described it as the most well-known cannabis wholesale brand in the country.
The lineup back then centered on Select Oil vape cartridges, with Select CBD alongside. Cura also made Oregon Business Magazine's list of the Top 100 Companies to Work For in both 2018 and 2019.
The Curaleaf deal
Curaleaf announced the acquisition on May 1, 2019 as an all-stock deal then valued at about US$949 million. MJBizDaily put the same all-stock deal at CA$1.27 billion and grouped it with that spring's wave of cannabis megadeals. Forni framed it as a coast-to-coast merger: "The leading companies on the West Coast and East Coast are now joining forces to progress legalization and mainstream acceptance."
The deal closed on February 1, 2020, with Curaleaf issuing 55 million shares at closing. Then-CEO Joseph Lusardi called it "a major milestone in Curaleaf's history." Curaleaf took over Select's manufacturing, distribution, marketing and sales operations and all of the brand's intellectual property. Forni became president of Select, charged with taking the brand into new markets. The combined company counted 53 dispensaries, 15 cultivation sites and 24 processing facilities across 14 states at the time.
The plan worked on distribution. By September 2021 Select was on shelves in 17 states, from Oregon and California to New York, Florida and New Jersey.
Cliq and the hardware turn
Select's first big hardware swing was Cliq, which debuted at Hall of Flowers in September 2021. Cliq pairs a gravity-fed stainless steel pod with a battery through a magnetic connection. The battery charges over USB-C, runs at variable voltage and fires on auto-draw. Pods came in half-gram and full-gram sizes in sativa, hybrid and indica options.
"This is more than just a stylish piece of hardware," Forni said at launch. "Cliq has been years in the making."
The 2023 national rebrand
On July 10, 2023, Curaleaf relaunched Select with a new visual identity across 15 states: Arizona, Connecticut, Florida, Illinois, Maine, Maryland, Massachusetts, Michigan, Missouri, Nevada, New Jersey, New York, Ohio, Pennsylvania and Utah. The portfolio was realigned around three pillars: premium oils, hardware and edibles.
- Select Briq: a proprietary 2-gram all-in-one vape, launching first in 10 states.
- Select Essentials and Select Elite: the two oil lines that filled the Briq.
- Live Rosin X Bites: solventless edibles, launching in Arizona and Florida.
- High Dose X Bites: bars with up to 50 milligrams of THC, launching in Arizona and Michigan.
Curaleaf marketing executive Kate Lynch framed the relaunch around social use: "The future of relaxation and socialization is not just about alcohol anymore."
Briq 2 and the Select Better look
The second-generation Briq arrived on March 24, 2026, on sale from March 20 in Arizona, Connecticut, Florida, Illinois, Massachusetts, Maryland, Maine, New Jersey, Nevada, New York, Ohio, Pennsylvania and Utah. It keeps the 2-gram capacity and adds a ceramic heating system built to protect flavor, a full-front digital screen that meters each session in real time, improved airflow to cut clogging, auto-draw and a discreet mode.
The oil menu runs past 60 strains, split into three series: Flavor for fruit-forward profiles, Legacy for classic strains and Live for limited live rosin and live resin extracts. Briq 2 also debuted Select Better, the brand's newest visual identity.
"Select's journey has always been rooted in an obsession with being better," said Boris Jordan, Curaleaf's chairman and CEO. Curaleaf backs the No. 1 premium vape claim with Hoodie retail sales data from November 2025 through January 2026 in the states where it operates.
Where Select sells now
Curaleaf's own dispensaries are the brand's home base. In 2026 Curaleaf stores in Florida, Pennsylvania, Ohio and Maine all stocked the Briq line, and the new Boston store near Downtown Crossing opened in September with Briq 2 and products from the Select Live Collection.
Vapes still do almost all the work. In Headset's August 2026 retail data, vapor pens made up about 94% of Select's sales and edibles about 5%. The top sellers were 2-gram Briq disposables, led by Legacy Series Blue Dream and Acapulco Gold and Essentials Pineapple Express, with Classic Bites gummies in blueberry and passion fruit the leading edibles.
For adults 21 and over.