The White Label Story
Back in early 2019, Matt had been baking cookies at home when Robyn gave him a KitchenAid mixer as a gift. Naturally, this led to even more cookies.
More cookies than two people could reasonably eat.
So we started bringing the extras to our friends at SoulCycle. They were enthusiastic taste testers, and their feedback helped us tweak and refine our recipes. Eventually, people started asking if they could buy them.
By the end of that year, we started selling cookies through Instagram under the name Burnaford's Cookies in the Bay Area. Things were going well, until COVID came along and put everything on hold.
It All Started With
Too Many Cookies.
A few years later, we'd moved to Los Angeles, and after nearly two decades each in our respective careers, we found ourselves looking for something new. Unfortunately, finding new jobs turned out to be considerably harder than we'd anticipated.
So we decided to do something a little crazy. We emptied our savings and opened a cookie shop.
We signed the lease in October 2025 and spent the next 8 months working to make our little shoebox-size space exactly what we wanted and needed it to be. And in June 2026, we opened White Label Cookies, our tiny walk-up window in West Hollywood.
These days, you'll find us at the shop, where we're focused on just two things every day: offering the best possible cookies we know how to make, and creating personal, memorable experiences for our amazing customers.
It's not exactly where we thought life would take us.
But hey.
xo,Matt & Robyn
The way we do things
What we mean by…
Small batch means limits.
Limits on how much dough we make. On how many cookies we bake. On what we can accomplish in a given day.
It means we're hands-on the entire time. Mixing. Portioning. Baking. Watching each tray, not a timer.
And those limits aren't temporary. We intend to keep White Label Cookies small. One location. A simple menu. No additional products to distract from our cookies.
We want to make exceptional cookies and create personal, memorable experiences for the people who come to see us.
Scaling up is easy. Staying present is not.
Small Batch
The base of our flagship cookie is intentionally salted—applied to the bottom, not sprinkled on top for show. It's a small detail that changes everything.
Salt sharpens sweetness. It deepens chocolate. It keeps sugar from taking over.
Most people don't notice it right away. They just know the cookie tastes balanced.
That's the goal.
Salty Bottoms
We don't mean artificial scarcity. Or lines for the sake of lines.
What we mean is making what we can make well—and stopping when it's gone. Not because demand disappears, but because quality does when you push past it.
No stretching dough. No shortcuts. No “just one more batch.” When the last cookie leaves the window, that's it.
Selling out isn't a tactic for us. It's a boundary.
One that protects the product. And respects the people on both sides of the window.