Populum
Populum is a bootstrapped, direct-to-consumer premium hemp CBD company founded in 2016, serving 25,000+ customers with full-spectrum tinctures, capsules, topicals, and pet products via e-commerce, wholesale, and emerging Medicare ACO channels.
- Company typePrivate
- Founded2016
- HeadquartersTempe, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Populum does
Populum is a direct-to-consumer premium hemp-derived CBD company founded in 2016 by CEO Greg Parker and operating under the legal entity Kapu Maku LLC, headquartered in Vancouver, WA with operational ties to Tempe, AZ. The company sells full-spectrum cannabidiol products positioned around quality, transparency, and third-party lab verification, with four core SKUs: a flagship tincture, capsules, a Cold Therapy Hemp Rub topical, and the Zen Pets line. Populum emphasizes a proprietary extraction and formulation process combined with triple lab testing, batch-specific Certificates of Analysis, and cGMP-compliant manufacturing, with all products formulated below the federal 0.3% THC threshold.
The company operates a primarily D2C e-commerce model with subscription options on tinctures and capsules, supplemented by wholesale distribution and an emerging Medicare Accountable Care Organization (ACO) channel that positions Populum's products as patient-facing wellness offerings inside regulated clinical settings. Pricing spans roughly $45 for topical SKUs to $279 for premium bundles, with a 25% veterans discount and a 40% affiliate program via Refersion supporting customer acquisition. The brand has been featured editorially by Forbes, Allure, and Town & Country, providing trust signals that are uncommon among comparably sized CBD peers.
Since inception, Populum has served over 25,000 customers. The team remains small at 1-10 employees and the business is bootstrapped with no disclosed institutional funding, consistent with capital-efficient organic growth. The Medicare ACO and healthcare-provider channels represent a notable commercial pivot toward regulated healthcare distribution and senior consumer segments, which could materially expand the addressable market beyond traditional wellness D2C buyers if executed successfully.
Populum firmographics
Firmographics- Name
- Populum
- Legal name
- Kapu Maku LLC
- Website
- https://populum.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Populum is a bootstrapped, direct-to-consumer premium hemp CBD company founded in 2016, serving 25,000+ customers with full-spectrum tinctures, capsules, topicals, and pet products via e-commerce, wholesale, and emerging Medicare ACO channels.
- Ownership category
- akta.pro rank
Populum industry classification
Industry- Product category
- Premium Hemp CBD Wellness Products
- NAICS
- Medicinal and Botanical Manufacturing (325411), Food (Health) Supplement Retailers (456191)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- CBD/Hemp Specialty Stores (Tinctures, Oils, Edibles) (CRANAHAA)
- akta.pro secondary industries
- CBD/Hemp Wellness & Supplements Retail (CRANAHAC), CBD/Hemp Topicals & Beauty Retail (CRANAHAB), CBD/Hemp Pet Products Retail (CRANAHAF), Hemp & CBD Product Wholesale Distribution (CRAOAIAG)
Keywords
Where Populum is headquartered
LocationHeadquarters
- HQ city
- Tempe
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Populum business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- E-commerce Product Sales: Direct-to-consumer sales of full-spectrum CBD products including tinctures, capsules, topicals, and pet products. Primary revenue stream through populum.com with subscription recurring revenue option.
- Wholesale/B2B: Wholesale program for retailers interested in carrying Populum products in their stores. Requires EIN and state resellers license.
- Healthcare/ACO Channel: Products distributed through Medicare ACO wellness programs, eligible for up to $500/year per beneficiary. Emerging healthcare distribution channel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscription Plan - 20% monthly savings |
| One time/ perpetual license | Pay-as-you-go | Full-Spectrum Hemp CBD Oil Tincture |
| One time/ perpetual license | Pay-as-you-go | Full-Spectrum Hemp CBD Capsules |
| One time/ perpetual license | Pay-as-you-go | Zen Pets Calming Hemp Oil |
| One time/ perpetual license | Pay-as-you-go | Cold Therapy Hemp Rub Topical |
| Other | Pay-as-you-go | Veterans and Active Military Discount |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Populum product offering
Product offeringCore offering
Populum manufactures and sells a focused line of premium full-spectrum hemp CBD products — a CBD oil tincture in four strengths (250mg–2000mg), CBD softgel capsules, a Cold Therapy Hemp Rub topical, and a Zen Pets calming hemp oil — directly to U.S. consumers through its own e-commerce site. Products are made from Colorado-grown organic hemp using a proprietary food-grade ethanol and fractionalized distillation extraction process, with every batch triple-tested at harvest, in production, and by an independent third-party lab for potency, pesticides, heavy metals, microbials, and residual solvents. Populum backs its products with a labeled-concentration guarantee (within 10%), a 30-day risk-free trial, a Subscribe & Save subscription offering 20% monthly savings, and additional distribution through wholesale, Medicare ACO, and affiliate channels.
Product overview
Populum is a premium full-spectrum CBD company offering a focused portfolio of four core products: Full-Spectrum Hemp CBD Oil (tincture) in four strengths (250mg-2000mg), Zen Pets Calming Hemp Oil for companion animals, Full-Spectrum Hemp CBD Capsules in 450mg and 750mg doses, and Cold Therapy Hemp Rub topical. All products are manufactured in the USA (Colorado hemp, cGMP certified facility) with a proprietary distillate extraction process using food-grade ethanol and fractionalized distillation. The company differentiates through triple lab testing at harvest, production, and by independent third-party laboratories, CBD concentration guarantees (within 10% of labeled amount), and a 30-day risk-free trial. The products are available via one-time purchase or subscription with 20% monthly savings, and are sold to consumers directly, through healthcare provider ACO programs, and wholesale to retailers.
Differentiator
Problem solved
Functional benefit
Brands
- Zen Pets: Pet-specific CBD product line formulated for companion animals, featuring lower concentration hemp oil for dogs and cats with full-spectrum and full terpene profile.
Products and services
- Full-Spectrum Hemp CBD Oil (Tincture) Award-winning orange-flavored full-spectrum hemp CBD oil tincture made from Colorado-grown organic hemp, available in 250mg, 500mg, 1000mg, and 2000mg concentrations. Contains cold-pressed orange oil, grapeseed oil, hempseed oil, coconut oil, hemp extract, and stevia; triple lab tested with a CBD concentration guarantee. Sold to individual consumers via one-time purchase or Subscribe & Save subscription (20% monthly savings), with a 30-day risk-free trial for first-time buyers.
- Zen Pets Calming Hemp Oil Pet-specific full-spectrum hemp CBD oil formulated for dogs and cats under the Zen Pets sub-brand. Available in 100mg and 250mg strengths with dosing guidance based on pet weight (from pets under 25lbs to over 150lbs). Uses coconut oil as a carrier instead of orange flavor to suit pet palates and sensitivities. Ranked #1 Zen Pet CBD by K9 of Mine and sold direct to pet-owner consumers.
- Full-Spectrum Hemp CBD Capsules Precisely dosed full-spectrum CBD softgel capsules made with Colorado-grown hemp extract and MCT oil, available in 450mg (15mg per capsule) and 750mg (25mg per capsule) strengths. Gluten-free and non-GMO, providing a convenient daily wellness format for consumers preferring capsules over tinctures. Available via one-time purchase or Subscribe & Save subscription at 20% off.
- Cold Therapy Hemp Rub Fast-acting CBD- and aloe-infused cooling topical rub for muscle and joint relief, packaged in a 3oz tube. Paraben-free, non-GMO, cruelty-free, and vegan, containing chamomile, arnica, and aloe vera. Recommended up to four applications per day, sold direct to consumers seeking topical CBD support.
Quantifiable outcome
- Served 25,000+ customers since 2016
- +3 more outcomes
Companies that use Populum
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles5 records
Populum technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Populum partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Medicare ACOs (Accountable Care Organizations)coreCMS BEI (Beneficiary Engagement Incentive) program allows Medicare ACOs to provide up to $500/year in hemp CBD products to patients. ACOs fund this directly from their budget as a wellness benefit. Products must be GMP-manufactured and comprehensively tested to qualify.
- Healthcare Providers/PhysicianscoreHealthcare providers can participate in CMS wellness programs by distributing compliant CBD products to patients. Populum supports providers with COA documentation, compliance materials, and provider resources. Contact through populum.com/pages/providers.
- Veterans and Active Military Personnelminor25% discount program for U.S. military veterans and active duty personnel. Veterans contact [email protected] with service history to receive the discount.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Populum competitors and assessment
Company assessmentDirect peers
- Charlotte's Web Holdings: Largest US-focused premium hemp CBD brand, offering full-spectrum tinctures, capsules, topicals, and pet products through DTC, wholesale, and healthcare channels. Directly comparable to Populum on product mix, target customer, and emphasis on quality/transparency.
- Lazarus Naturals: Vertically integrated hemp CBD brand selling tinctures, capsules, topicals, and pet products via DTC and wholesale with strong value and accessibility positioning. Comparable to Populum in product breadth and channel mix, with overlapping customer base among cost-conscious wellness consumers.
- cbdMD: Public CBD brand offering tinctures, capsules, gummies, topicals, and pet products through DTC e-commerce. Comparable to Populum on full-spectrum/broad-spectrum product strategy and subscription-driven direct-to-consumer model.
- Joy Organics: Premium organic CBD brand offering tinctures, salves, gummies, and pet products through DTC. Closely comparable to Populum on premium positioning, third-party lab testing emphasis, and wellness-focused customer base.
- Medterra: CBD brand selling isolate and broad-spectrum tinctures, capsules, topicals, and pet products through DTC and retail. Comparable to Populum on product portfolio, GMP-certified manufacturing, and pharmacist-credibility marketing.
- Green Roads: Pharmacist-formulated CBD brand offering tinctures, capsules, topicals, and pet products via DTC and 6,000+ retail locations. Comparable to Populum on product range, retail expansion strategy, and emphasis on third-party lab testing.
- CBDistillery: Established CBD brand offering full-spectrum and isolate tinctures, capsules, topicals, and pet products. Comparable to Populum on DTC-first model, subscription offering, and target health-conscious consumer segment.
- Elixinol: Global hemp CBD brand selling tinctures, capsules, topicals, and pet products through DTC and wholesale. Comparable to Populum on full-spectrum emphasis, third-party testing discipline, and wellness positioning.
Broad incumbents
- Curaleaf: Multi-state cannabis operator with a broad hemp CBD product line sold across dispensaries and DTC. Comparable as a larger incumbent operating in the broader cannabis/hemp wellness category with overlapping customer interest, but at far greater scale and product breadth than Populum.
- Lord Jones: Premium cannabis-derived CBD brand (now part of a larger cannabis operator) known for luxury tinctures and topicals. Comparable to Populum on premium positioning and editorial/celebrity-driven brand building, though it operates with broader cannabis-adjacent capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Populum social profiles
Digital presencePopulum compliance and trust
Trust signalCompliance6 records
Populum financial estimates
Financial estimateRevenue estimate
Valuation estimate
Populum leadership team
Management profileNumber of profiles
Profiles1 record
Populum funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Populum M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Populum
What does Populum do?
Populum manufactures and sells a focused line of premium full-spectrum hemp CBD products — a CBD oil tincture in four strengths (250mg–2000mg), CBD softgel capsules, a Cold Therapy Hemp Rub topical, and a Zen Pets calming hemp oil — directly to U.S. consumers through its own e-commerce site. Products are made from Colorado-grown organic hemp using a proprietary food-grade ethanol and fractionalized distillation extraction process, with every batch triple-tested at harvest, in production, and by an independent third-party lab for potency, pesticides, heavy metals, microbials, and residual solvents. Populum backs its products with a labeled-concentration guarantee (within 10%), a 30-day risk-free trial, a Subscribe & Save subscription offering 20% monthly savings, and additional distribution through wholesale, Medicare ACO, and affiliate channels.
Is Populum a public or private company?
Populum is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Populum founded?
Populum was founded in 2016. It employs 1 to 10 people.
Where is Populum based?
Populum is headquartered in Tempe, United States, in the North America region.
How does Populum make money?
Three revenue lines are on record. E-commerce Product Sales are the primary driver. The others are wholesale/B2B and healthcare/ACO Channel.
Who are Populum's main competitors?
Direct peers on record are Charlotte's Web Holdings, Lazarus Naturals, cbdMD, Joy Organics, Medterra, Green Roads, CBDistillery and Elixinol. Broad incumbents are Curaleaf and Lord Jones.
Does Populum have an API?
No public API is recorded for Populum.
What industry is Populum in?
Populum's product category is Premium Hemp CBD Wellness Products. Its primary akta.pro industry code is CRANAHAA, CBD/Hemp Specialty Stores (Tinctures, Oils, Edibles), with a secondary code of CRANAHAC, CBD/Hemp Wellness & Supplements Retail. Its NAICS code is 325411 and its SIC code is 2833.