A practical, simple and rapid method based on matrix solid phase dispersion (MSPD) extraction and ultrafast liquid chromatography (UFLC) was developed and validated for the simultaneous isolation, purification and quantification of geniposide from the fruit of Gardenia jasminoides Ellis. The experimental parameters such as the type of dispersing sorbent and elution solvent, the volume of elution solvent, the ratio of sorbent/sample and the particle size of sample were first studied separately by a univariate method. Then relevant parameters were evaluated by orthogonal screening to determine the optimal operation conditions. The optimal conditions were 0.5 g of fruit of Gardenia jasminoides Ellis, 0.75 g of Celite (diatomaceous earth) as dispersing sorbent and a volume of 25 mL of aqueous solutions containing 70% methanol as the elution solvent. The feasibility of the method was evaluated by investigating linearity, accuracy, precision, real sample analysis, limit of detection (LOD) and limit of quantification (LOQ). The LOD and LOQ were 0.026 and 0.087 μg mL⁻¹, respectively. The recoveries ranged from 87.9% to 104.8% at two spiking levels with relative deviations (RSDs) ranging from 0.6% to 3.9%. Compared with the conventional extraction methods, such as ultrasound-assisted extraction (UAE) and Soxhlet extraction (SE), the proposed method is quicker and more effective.