2026-03-02
Devils Lips started the way a lot of small brands do: with one person trying to solve a problem for themselves before thinking about anyone else. For our founder Benny, that problem was finding natural ways to support an evening wind-down routine during a genuinely stressful stretch of life. CBD wellness products became part of that routine, and the experience stuck with him enough to want to build something around it.
That's the honest starting point — a personal wellness experience, 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.
For a period, we stepped back from selling. The honest reason is that the hemp market was moving faster than the regulations around it, and a lot of brands were making 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 do this right rather than push forward on shaky ground.
Now, with a clear 2026 federal hemp standard in place, we're back — and we rebuilt the entire product line around CBD isolate specifically because it gives us the clearest path to staying compliant as the rules continue to take shape.
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, and 0.00% THC verified by an independent lab every time. We won't sell a product we haven't personally verified against that standard.
Devils Lips remains a family business, Arizona-made, and built to last rather than to chase a short-term trend. As we bring inventory back online, that standard doesn't change — read more about it on our Our Story and Compliance pages.