Crumbl Cookies is famous for its tasty cookies and smart marketing. One of the main ways Crumbl gets attention is by working with celebrities and influencers. These partnerships help more people learn about the brand and make it more popular.
Crumbl started in 2017 in Logan, Utah. At first, it was a small bakery that only sold chocolate chip cookies. But people loved the idea of weekly changing flavors and the fun pink boxes. By 2025, Crumbl had grown a lot opening over 1,100 stores in United States, with more on the way.
A big part of Crumbl’s success comes from its strong social media presence, especially on TikTok, where it has millions of followers. Today, Crumbl is more than just a cookie store it’s become a big trend, thanks to its creative marketing and famous partnerships.
Embracing Celebrity and Influencer Partnerships
At first, Crumbl Cookies decided to grow on its own and didn’t work with influencers or famous people. But in 2023, when sales started to drop, the company changed its plan. Crumbl rebranded itself, added more desserts to its menu, and started working with popular celebrities and influencers. This change helped Crumbl get more attention and bring in new customers.
Major Celebrity and Influencer Partnerships
Crumbl started working with celebrities in December 2023. Their first big collaboration was the Willy Wonka Red Velvet Sandwich Cookie, which came out at the same time as the Wonka movie. This special cookie was only sold for one week, which made fans excited and eager to try it. This successful launch opened the door for more big celebrity partnerships in the future.
Olivia Rodrigo’s GUTS Cookie
In February 2024, Crumbl worked with famous singer Olivia Rodrigo to make a special cookie called the GUTS cookie, named after her album. The cookie had purple vanilla cookies with triple-berry jam and vanilla buttercream in the middle. It was sold during her music tour. Olivia posted videos on TikTok and stories on Instagram about the cookie, which made it very popular. This helped Crumbl sell more cookies and become more popular with young people.
Kylie Jenner and Kylie Cosmetics Event
Crumbl teamed up with Kylie Jenner and her brand, Kylie Cosmetics, in July 2024. They held a special one-day event at Crumbl’s West Hollywood store. The event had six special cookie flavors: confetti cake batter, Kylie’s pink sugar, banana caramel, churro con leche, snickerdoodle cupcake, and milk chocolate brownie. Many people came, and it became very popular on social media, showing that Crumbl knows how to create exciting and unique experiences.
Beetlejuice Themed Cake
Crumbl released a special Beetlejuice Cake in September 2024 to match the launch of the new Beetlejuice movie. They used the movie’s popularity to help boost their sales and get more people interested. This smart move helped more people notice the Crumbl brand during a big cultural event.
Dove Beauty and Skin Care Partnership
In October 2024, Crumbl teamed up with Dove to create body care products like body wash, hand wash, shampoo, and deodorant. These products became available at Walmart in mid-December 2024. This partnership showed that Crumbl can do more than just make cookies.
Jimmy Kimmel’s Festive Brownie
During the holiday season in December 2024, Crumbl worked with Jimmy Kimmel to create a special Candy Cane Brownie called “Holiday Seasoning.” This fun treat added a festive feel to their menu and was popular with holiday shoppers.
Jonas Brothers’ Caramel Popcorn Cookie
In January 2025, Crumbl teamed up with the Jonas Brothers to create a Caramel Popcorn Cookie, inspired by Rob’s Backstage Popcorn. This new flavor helped Crumbl offer more variety and attract more people by using the band’s fame.
Kardashian-Jenner Family Collection
In April 2025, Crumbl worked with the famous Kardashian-Jenner family. They created a special collection of seven cookie flavors, with each cookie inspired by a different family member. For example, there was Kourtney’s Flourless Chocolate Cake, Kris’ Classic Yellow Cake, Kim’s Snickerdoodle Crumb Cake, Khloe’s Cookies & Cream Skillet, Kendall’s Cookie Dough Cupcake, Kylie’s Pink Confetti Sugar Cookie, and a Double Chocolate Chip Cookie. This partnership became very popular online because of the family’s huge social media following. It brought a lot of attention to Crumbl and made many people visit their stores.
Benson Boone’s Moonbeam Ice Cream Cookie
In June 2025, Crumbl teamed up with singer Benson Boone to create a special cookie called the Moonbeam Ice Cream Cookie. It was sold from June 23 to 28 and again from June 30 to July 5, 2025. This cookie was part of the release of Boone’s new album, American Heart. The cookie was a cold chocolate cookie with cookies and cream pieces, and it had lemon, berry, and marshmallow flavors on top. Some fans were excited, but others including some Crumbl workers weren’t so happy about Crumbl working with celebrities so often.
Impact of Partnerships on Crumbl’s Business
Working with celebrities and influencers has really helped Crumbl grow. By teaming up with famous people, Crumbl has made its brand more popular and exciting. These special partnerships often make customers feel like they need to try the new, limited-time cookies before they’re gone. Social media has helped a lot too—fans post pictures and tag Crumbl, which spreads the word without the company having to pay for ads.
These partnerships also help Crumbl build a stronger fan base. People feel more connected to the brand, especially when they get to vote on new flavors or share their cookie experiences online. This kind of marketing saves Crumbl money and makes customers more loyal. For example, the partnership with the Kardashian-Jenner family brought in millions of views and free promotion, thanks to their huge social media following.
But not everyone is happy. Some Crumbl workers say these celebrity deals add extra stress. One comment about a recent partnership with Benson Boone said, “No one asked for another celebrity collab, especially not the employees.” Some customers also have mixed feelings some get excited, while others don’t care much. Still, overall, these partnerships have helped Crumbl grow a lot.
Influencer Partnerships and the Kale Creator Community
Crumbl works with influencers as well as celebrities. They have a special group called the Kale Creator community. This group includes fans and content creators who have a lot of followers online. These creators get rewards and special deals for helping to promote Crumbl. Popular influencers like Mikayla Nogueira and Matt Peterson have talked about how much they love Crumbl cookies. Because of this, more people have noticed the brand. This plan helps Crumbl reach more people and turns fans into promoters who share Crumbl on social media.
Recent Updates and Future Prospects
As of July 2025, Crumbl is still working with new partners. The recent team-up with Benson Boone is one of many successful partnerships. People are talking about more collaborations coming soon. Crumbl is open to working with both famous people and online influencers, and this seems to be an important part of how they plan to grow. They also partnered with Dove to make body care products, showing that Crumbl wants to do more than just desserts and grow their brand in new ways.
Crumbl will probably keep working with big events like new movies or music shows to stay popular. By offering special cookies for a short time, they keep people interested. Their strong social media presence helps share these events with many people. But to keep doing well, Crumbl might need to listen to workers’ concerns and make sure customers stay happy.
FAQs
How did Crumbl Cookies start working with celebrities and influencers?
Crumbl first decided not to work with influencers or celebrities and focused on growing naturally. But in 2023, when their sales dropped, they changed their plan. They started working with influencers to bring attention back to the brand and get more customers.
What was the most successful partnership Crumbl has had?
The Kardashian-Jenner collaboration in April 2025 was very successful. It reached a lot of people and introduced seven special flavors, each connected to a different family member. The family used their huge social media following to promote it, which created a lot of excitement and probably led to strong sales.
Are there any upcoming celebrity collaborations planned for Crumbl?
As of July 2025, Crumbl hasn’t shared any new partnerships yet. But based on what they’ve done before, they will probably have more soon. Fans should follow Crumbl on social media to get the latest news.
Conclusion
Crumbl Cookies became very popular across the country by working with famous people and influencers. Stars like Olivia Rodrigo, the Kardashian-Jenner family, and Benson Boone helped spread the word about the brand. These partnerships brought excitement, increased sales, and built a strong group of fans. Even though there are some challenges, like keeping workers happy and getting different customer opinions, the results have mostly been very good. As Crumbl keeps trying new ideas and teaming up with more celebrities, its future looks bright.