2026-03-02
Devils Lips started the way a lot of small brands do: with one person's curiosity about hemp-derived CBD and the isolate category specifically, before thinking about anyone else. That curiosity turned into research, and the research stuck with our founder Benny enough to want to build something around it.
That's the honest starting point — personal curiosity, not a clinical claim. We've tried to keep that same honesty at the center of the brand as it's grown.
Devils Lips was founded in Phoenix, Arizona, in 2019, as a family effort from the start. Arizona's hemp and wellness scene was growing quickly at the time, and building a brand from the ground up here — sourcing, formulating, and quality-checking locally — felt like the right foundation.
We haven't shipped a single order yet. The honest reason is that the hemp market has been moving faster than the regulations around it, and a lot of brands made decisions that looked fine in the moment but carried real long-term compliance risk. We didn't want to guess wrong on something this consequential, so we decided to wait until we could launch this correctly rather than push forward on shaky ground.
The federal hemp standard (P.L. 119-37 §781, amending 7 U.S.C. §1639o) taking effect November 12, 2026 gives us a clear target, and we've built the entire product line around CBD isolate specifically because it gives us the clearest path to meeting it.
Our standard is simple to state and, we think, harder than it sounds to actually follow: CBD isolate only, a Certificate of Analysis for every batch before it ships, and 0.00% THC verified by an independent lab every time. We won't sell a product until we've verified it ourselves against that standard — no products have shipped yet, so no COA exists today.
Devils Lips remains a family business, Arizona-made, and built to last rather than to chase a short-term trend. As we bring our first inventory online, that standard doesn't change — read more about it on our Our Story and Compliance pages.