Jaunty surges to the top of the market.

Jaunty, the homegrown New York cannabis brand that’s been on a meteoric rise, kicking off 2025 with the title of the state’s top-selling cannabis vape brand. Their Sour Diesel Classic Cartridge continues to be a top selling vape product in New York, solidifying Jaunty’s status as the go-to name in a market that’s only just starting to hit its stride.

But Jaunty’s path to the top wasn’t handed to them on a silver platter. In fact, it was a rocky road that began in 2017 when the company was known as Naturae. Back then, the team was riding high on the booming hemp market, crafting CBD products in a rapidly expanding industry. The goal was clear: produce high-quality hemp extract and get in on the ground floor of what looked like an unshakable trend.

“We were part of the early days of hemp,” says CEO Nicolas Guarino. “We built out a CO2 extraction facility and jumped into the CBD space with both feet. We thought we were on the cutting edge.”

But as is often the case in the cannabis industry, things didn’t go according to plan. The market quickly became oversaturated, and the price of CBD distillate plummeted—going from $5,000 per kilo to just $65 over the course of a few years. Guarino, who had been in the cannabis game since his college days, watched as the hemp market began to collapse. “We got caught in the downturn,” he admits. “But we didn’t give up—we adapted.”

In 2022, when New York finally made the leap to legalize adult-use cannabis, Naturae took the opportunity to pivot. They shifted their focus from hemp to THC extraction, and started crafting products that would eventually make them the talk of the town. "We had all this experience extracting oils from hemp, so when the cannabis market opened up, we just flipped the switch," says Guarino. And that switch has paid off.

Jaunty’s rise has been nothing short of impressive. Their Sour Diesel Classic Cartridge, the brand’s flagship product, has become a fan favorite, thanks to its full-bodied flavor and potent effects. The vape captures the essence of its namesake strain—delivering the kind of experience that’s as close to smoking flower as you can get without the joint. Add in Jaunty Palms, the brand’s 1.5-gram disposable vape that combines cannabis-derived terpenes with distilled cannabis oil, and it’s clear that the brand has struck a chord with consumers looking for a premium, on-the-go product.

“We’re all about authenticity,” says Guarino. “We don’t want to create something that’s just about getting high—we want to create an experience that feels like the real thing. For us, it’s all about making that connection between the flower and the oil.”

In just a few short years, Jaunty has expanded from a humble operation focused on hemp to a powerhouse in the New York cannabis scene, now rebranded as Jaunty for all their products.. Their success comes at a time when the state’s cannabis industry is gaining major traction—New York’s cannabis retailers sold nearly $1 billion in 2024, and the industry is projected to bring in $161.8 million in tax revenue for the fiscal year ending in March 2025.

Jaunty is right at the heart of that boom, with the company’s latest line of Classic Vapes gaining major traction in dispensaries statewide. This month, Jaunty is rolling out new flavors like Strawberry Cough, a sativa known for its sweet strawberry aroma, and White Widow, a hybrid with a citrusy, peppery punch. There’s also LSD, an indica that promises a heady high that melts into full-body relaxation.

"We’re making vapes for everyone—from first-timers to the most discerning connoisseurs," Guarino explains. "We want to create something that appeals to all types of cannabis consumers, whether you’re looking for something light and uplifting or something deeper and more potent."

Jaunty’s success is a testament to the company’s resilience and the lessons learned from their early days in the CBD game. “We went through a lot of growing pains, but those challenges set us up for success,” says Guarino. "The reality is, if we hadn’t gone through the grind in the hemp space, we wouldn’t be where we are now."

New York’s cannabis market is still finding its footing, but with Jaunty leading the charge, the state’s future looks brighter than ever. Guarino’s team is laser-focused on continuing to innovate and deliver top-tier products to a rapidly expanding consumer base. "2024 was a big year for us, but 2025 is going to be even bigger," he says. "We’re not just aiming for growth—we’re aiming to shape the future of cannabis in New York."

For Jaunty, the journey from hemp to cannabis is far from over. As the company continues to scale, they remain committed to their roots—offering products that don’t just get you high, but elevate the entire cannabis experience. And if January’s numbers are any indication, Jaunty is just getting started.

For more info and to find Jaunty products near you, visit https://jaunty.com.