To develop quality-improved bakery products, the influence of the partial replacement of wheat flour by Artemisia princeps leaf powder (APP) on the quality characteristics of cookies, including antioxidant activities, was investigated. Studies were carried out to evaluate the addition of different percentages of APP on the quality characteristics of cookies prepared by incorporating APP (1-4%) into wheat flour. The incorporation of APP significantly affected the cookies’ physicochemical parameters and sensory acceptance attributes. Such incorporation at different levels significantly reduced moisture content while increasing the cookie dough’s density (p<0.05). The spread ratio, loss rate, L*, and b* values of the cookies decreased, but their hardness and a* value increased significantly with increasing levels of APP substitution (p<0.05). 2,2-Diphenyl-1-picrylhydrazyl (DPPH) and 2,2'-azino-bis-3-ethylbenzthiazoline- 6-sulphonic acid (ABTS) radical scavenging activities were significantly increased (p<0.05) with higher APP substitution and were well-correlated. Hedonic sensory results showed that cookies fortified with 2% APP generally received satisfactory and acceptable acceptance scores. Consumers seemed to prefer the cookie texture in terms of chewiness when the samples were softer and lighter but less reddish, whereas taste acceptance may be a dominant factor in overall acceptability.