Cannabis Concentrates and the MSO Powerhouses Behind Them: Curaleaf & Trulieve

Cannabis concentrates have gone from niche “dabhead” products to one of the fastest-growing categories in legal cannabis. Extracts such as live resin, rosin, wax, and distillate routinely test at 60–90% THC, far above traditional flower, and now account for a major share of sales in mature markets. READ MORE: acslab.com

At the center of this shift are the multi-state operators (MSOs) that control large cultivation, manufacturing, and retail footprints. Among them, Curaleaf Holdings and Trulieve Cannabis Corp. are widely ranked as the two largest U.S. MSOs by footprint and revenue, making their concentrate strategies especially important to watch. READ MORE: Cann Strategy | Cannabis Consulting

This article looks at how each company approaches concentrates, the brands they push, and the states where those products show up on shelves.

Curaleaf: National Footprint + Select Branded Concentrates

Where Curaleaf Operates

Curaleaf is often described as the world’s largest cannabis company by revenue, with operations in about 17 U.S. states and more than 150 dispensaries. READ MORE: Wikipedia

According to recent investor and corporate disclosures, Curaleaf has a significant presence in:

  • Arizona
  • Florida
  • Illinois
  • Massachusetts
  • New Jersey
  • New York
  • Pennsylvania
  • Plus additional markets such as Nevada, Oregon, Maine, Maryland, Ohio and others, for a total of ~17 states.

This wide footprint gives Curaleaf a powerful platform to scale concentrate brands across both medical and adult-use markets.

The Select Brand: Curaleaf’s Concentrate Workhorse

Curaleaf’s flagship concentrates come through Select, a brand it acquired in 2019 and has since turned into one of the most recognized vape and extract labels in the U.S.

Key Select concentrate lines include:

  • Select Elite & Elite Live – high-potency oil cartridges infused with strain-specific or “live” terpenes for a flower-like experience. SITE: Select | Premium Cannabis Oil
  • Select Live Resin & Live Rosin – products marketed as higher-terpene, strain-true offerings; Curaleaf has rolled out solventless Live Rosin vapes and concentrates in states like Florida as part of a premium tier.

Across dispensary menus, Curaleaf also sells jarred concentrates (sugar, badder, crumble, diamonds in sauce) under both the Curaleaf and Grassroots labels, especially in established adult-use markets such as Illinois, Nevada and Arizona. WEBSITE: Curaleaf

Strategy in the Concentrate Segment

Curaleaf’s approach to concentrates can be summed up as:

  • National brand consistency via Select (same look/feel state to state).
  • Tiered product ladder, from distillate carts to live resin to solventless live rosin.
  • Multi-market manufacturing using its network of 19+ cultivation and 20+ manufacturing sites to produce concentrates close to the point of sale, reducing costs and improving freshness. READ MORE HERE: Reuters

For consumers, this means that if you like a Select Elite Live cart in Arizona, you’re likely to find a very similar experience in New Jersey or Florida.

Trulieve: Deep Market Share and House-Brand Concentrates

Where Trulieve Operates

Trulieve is the dominant operator in Florida and a top-two MSO nationally by revenue and retail footprint, with over 230 dispensaries across the U.S. READ MORE: Yahoo Finance

Company and analyst profiles indicate that Trulieve operates cultivation, processing, and/or retail in:

  • Florida (its largest and flagship market)
  • Arizona
  • Pennsylvania
  • West Virginia
  • Georgia
  • Maryland
  • Ohio
  • Connecticut
  • Plus presence in California and Massachusetts via acquisitions and licenses, for a total of about 10–11 states. READ MORE: Trulieve

Instead of leaning heavily on acquired national brands, Trulieve has built a strong house-brand architecture, especially in concentrates.

Muse and the Trulieve Concentrate Suite

Trulieve’s best-known concentrates sit under its Muse and Trulieve-branded lines:

  • Muse Live Resin – a full-spectrum, strain-specific concentrate made from fresh-frozen cannabis. Trulieve emphasizes high terpene levels and long-lasting effects, positioning Muse as a premium relief option for medical patients.
  • Trulieve Live Resin – sold simply as “Live Resin” on menus, with strain-specific SKUs frequently testing in the 70–75% THC range and terpene content above 5%.
  • TruWax, TruShatter, TruCrm (crumble) & TruPods – these oil and dab formats give Trulieve a broad spread of consistencies and delivery systems, from syringes and jars to proprietary TruPod vape cartridges.

The Muse brand also extends into infused pre-rolls and other concentrate-enhanced products, reinforcing Trulieve’s strategy of keeping high-margin manufactured goods under its own labels.

Strategy in the Concentrate Segment

Trulieve’s concentrate strategy differs from Curaleaf in a few ways:

  • Hub-and-spoke model: Florida, Arizona, and Pennsylvania act as production and retail hubs where Trulieve can scale concentrates and then adapt the portfolio to smaller states.
  • Medical-first positioning: Concentrates are heavily marketed toward symptom relief (pain, spasticity, appetite, sleep) in medical markets, particularly Florida and West Virginia.
  • In-house brands over licensed labels: Rather than leaning on external concentrates brands, Trulieve mostly builds equity in its own names—Trulieve, Muse, Modern Flower—keeping margin and brand control in-house.

For patients, that means a Trulieve store is often a “closed ecosystem” of vertically integrated products, with concentrates tailored to its own genetics and cultivation practices.

How Their Concentrate Approaches Compare

Even though Curaleaf and Trulieve are both huge vertically integrated MSOs, their concentrate playbooks are shaped by different histories and footprints:

  • Curaleaf is the classic national platform: many states, both medical and adult-use, using Select as the hero concentrate brand. Its strategy is about scale and consistent branded experience across diverse markets. READ HERE: Cann Strategy | Cannabis Consulting
  • Trulieve is more of a regional stronghold operator, dominating Florida and building out around it. Its concentrates live mostly under Trulieve and Muse, emphasizing medical benefit, terpene richness, and loyalty-driven retail in its own stores.

Both companies are also experimenting at the edge of the concentrate space by launching hemp-derived THC beverages and other alternate delivery systems that blur the line between traditional concentrates and infused consumer packaged goods. READ MORE: MarketWatch

What This Means for Consumers and the Market

For consumers in regulated states, the dominance of Curaleaf and Trulieve in concentrates has a few clear effects:

  • More consistent access to live resin, distillate, and solventless options, especially in newer markets where smaller operators are still ramping up.
  • Strong brand recognition (Select, Muse, Tru-series products), which can simplify decision-making for newer patients and adult-use buyers.
  • Standardized quality and testing, thanks to large-scale lab partnerships and state-mandated COAs.

On the industry side, their strategies show where the market is heading:

  • Concentrates are no longer a niche; they’re a core margin driver for MSOs.
  • National and regional brands are becoming as important in extracts as they are in flower.
  • Vertically integrated operators that can grow, extract, formulate, and retail under one roof have a structural advantage in this category.

As state markets mature and more adult-use programs come online, expect both Curaleaf and Trulieve to keep expanding their concentrate portfolios—pushing into higher-end solventless rosin, infused pre-rolls, and cross-category products like THC beverages—while using their multi-state footprints to set the tone for what “mainstream” cannabis concentrates look like in the United States.