Cookies and OOKA Collaboration Yields High-Tech Hookah

Iconic cannabis and lifestyle brand Cookies has partnered with innovative device manufacturer OOKA to bring a new high-tech hookah to consumers in the United States. Designed with Cookies’ signature aesthetic and paired with exclusive flavor pods from Cookies x Al Fakher, the Cookies x OOKA device delivers a modern hookah experience that eliminates the need for the charcoal typically used in traditional devices.

OOKA marketing director Ashley Bock says the collaboration combines an updated hookah experience with the modern aesthetic that Cookies is known for worldwide.

“Cookies has always been about pushing boundaries and reshaping culture—from fashion to lifestyle to how people experience community,” Bock wrote in a statement to IgniteIt. “When we connected with Cookies, it was clear we shared the same vision: to redefine what the hookah experience can be. This partnership is about innovation meeting authenticity and bringing that Cookies energy into a space ready for change.”

OOKA is a brand of Dubai-based Advanced Inhalation Rituals (AIR), a leader in the $19 billion global hookah market, according to company data. AIR commands 47% of the market, which is projected to grow to $22 billion by 2026.

AIR launched OOKA in 2023, delivering a device that revolutionized hookah with its convenience and versatility. OOKA features a sleek design, advanced coal-less heating, and a pod system that includes products from brands such as Al Fakher, Zodiac, and Pacific Realms. Tyler Powell, OOKA digital brand manager, told IgniteIt that the different pods give consumers new choices for their hookah experience.

“The Cookies x OOKA collection is all about choice and putting the power of the session in your hands,” Powell writes in an email. “Whether you want a CBD session, a clean non-tobacco, non-nicotine tea-based pod, or a traditional hookah molasses experience, there’s something for every kind of hookah connoisseur. We wanted to make sure this line reflects the versatility and creativity that both Cookies and OOKA stand for.”

While the collaboration brings two iconic names together, Cookies x OOKA is more than branding. The partnership is also about making connections and setting new trends that build bridges among consumers.

“OOKA was built to change the way people think about hookah,” Bock said in a press release. “This collaboration with Cookies isn’t just about design, it’s about merging two communities and creating a product that elevates every session.”