Roots & Culture

What Roots & Culture does

Roots & Culture is a Virginia-based, privately held LLC founded in 2018 that operates a direct-to-consumer e-commerce business selling CBD-infused skincare, bath and body products, and cannabinoid-infused beverages under the Roots & Culture and CannaBerry sub-brands. The product portfolio includes face serums (Blue Tansy and Desert Jasmine with 200mg CBD), body oils and skin creams (Tobacco Flower line with 1,500–3,500mg CBD), topical salves and roll-on elixirs, a range of vegan bar soaps, and the CannaBerry Sparkling Water beverage containing 5mg THC, 125mg CBD, and 10mg CBG per 12 oz can. Core technology centers on full-spectrum hemp extract produced by a licensed partner in Elkton, Virginia using clean CO2 extraction combined with heat and pressure, plus a solvent-free heat-and-pressure method for producing CBD isolate; all products are third-party lab tested for potency, terpenes, pesticides, solvents, heavy metals, and mold to verify compliance with the 2018 Federal Farm Bill (<0.3% delta-9 THC) and Virginia law.

The business model is primarily product-led D2C via a Shopify storefront (rootsva.com), shipping to all 50 US states through UPS and USPS Priority Mail with free shipping over $50. Pricing is unit-based, ranging from $7.50 (bar soap) to $55 (8 oz Tobacco Flower Skin Cream), with multi-pack configurations for the beverage. A secondary B2B wholesale channel operates via application with a Minimum Suggested Retail Price policy, and an affiliate program runs on UPPromote. Customer acquisition relies on organic social (Facebook, Instagram, TikTok), an educational blog, email capture, and Shopify Audiences retargeting.

Roots & Culture is a small operator (1–10 employees, Crozet, Virginia) with no disclosed institutional funding, no management team bios published, and no revenue disclosures. It targets adults 21+ seeking clean-label, vegan, third-party-verified CBD products across wellness, sensitive skin, and non-alcoholic mood-elevation use cases, supplemented by retail resellers purchasing wholesale subject to MSRP enforcement.

Name

Roots & Culture

Legal name

Roots & Culture LLC

Website

https://rootsva.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Roots & Culture is a Virginia-based, privately held e-commerce brand founded in 2018 that sells CBD-infused skincare, bar soaps, topicals, and the CannaBerry cannabinoid sparkling water to adults 21+ across all 50 US states via Shopify D2C and a wholesale channel.

Ownership category

akta.pro rank

Product category

CBD Skincare and Wellness

NAICS

Medicinal and Botanical Manufacturing (325411), Food (Health) Supplement Retailers (456191)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Medicinal Chemicals & Botanical Products (2833), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

CBD/Hemp Topicals & Beauty Retail (CRANAHAB)

akta.pro secondary industry

Vape & Cartridge Accessories (Batteries, Chargers, Pods) (CRANAHAH)

Keywords

• CBD-infused skincare
• Hemp-derived topicals
• Cannabinoid sparkling water
• Vegan bar soaps
• Botanical body care

Headquarters

HQ city

Crozet

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct-to-Consumer E-Commerce: Roots & Culture generates the majority of revenue through their Shopify-powered e-commerce storefront (rootsva.com), selling CBD-infused skincare, body care, and hemp beverages directly to consumers aged 21+. Products are priced at unit level ($7.50-$55 per item) with pack sizes (Single, 4 Pack, 12 Pack, 24 Pack) for the CannaBerry beverage. A 5.3% Virginia sales tax is added at checkout.
2. Wholesale B2B: Roots & Culture sells to wholesale customers through a formal application process. They enforce a Minimum Suggested Retail Price (MSRP) policy and can discontinue sales to resellers selling below MSRP. Wholesale customers may qualify for bank transfer payment and can request qualified wholesale status via email.
3. Affiliate Program: An affiliate program is available via UPPromote (uppromote.com/rootsva/register), allowing partners to earn commissions for referring customers to the Roots & Culture storefront.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Roots & Culture formulates, manufactures, and sells CBD-infused skincare (face serums, skin creams, body oils, roll-on elixirs, topical salves), handmade all-natural bar soaps, and a CannaBerry sub-brand sparkling water beverage containing a proprietary 5mg THC + 125mg CBD + 10mg CBG cannabinoid blend. The products are made with full-spectrum hemp extract processed via solvent-free CO2 extraction and are sold direct-to-consumer via a Shopify storefront and through a wholesale channel to resellers.

Product overview

Roots & Culture is a direct-to-consumer CBD-infused wellness brand founded in 2018, operating primarily as an e-commerce business. The company offers two distinct product lines: CBD beverages and CBD skincare/topicals. The beverage line includes CannaBerry Sparkling Water, a cannabinoid-infused sparkling beverage with 5mg THC, 125mg CBD, and 10mg CBG per can. The skincare portfolio encompasses face serums (Blue Tansy and Desert Jasmine with 200mg CBD each), body oils (Tobacco Flower with 1500mg CBD), skin creams (Tobacco Flower with 3500mg CBD), topical treatments (Soothing Salve with 250mg CBD and Citron & Honey Roll-on with 100mg CBD), and multiple bar soaps in various scents (Tea Tree, Mango Guava, Coconut, Tangerine Orange, Oatmilk Honey, and Patchouli Vanilla). All products are third-party lab tested to verify less than 0.3% THC and Federal Farm Bill compliance. The company ships to all 50 U.S. states with free shipping on orders over $50.

Differentiator

Problem solved

Functional benefit

Brands

• CannaBerry: Brand for cannabis-infused sparkling water beverages containing THC, CBD, and CBG cannabinoids.

Products and services

• CannaBerry Sparkling Water A 12 fl. oz. sparkling water beverage infused with 5mg THC, 125mg CBD, and 10mg CBG per can in a Mixed Berry Lemonade flavor. Alcohol-free, all-natural, third-party lab tested for Farm Bill compliance, and designed for gentle mood elevation with effects felt within 15-45 minutes. Available in Single, 4 Pack, 12 Pack, and 24 Pack configurations starting at $7.99 per can. Intended for adults aged 21+.
• Tobacco Flower Skin Cream A lightweight, antioxidant-rich moisturizing cream formulated with 3500mg organic CBD extract and a blend of coconut oil, jojoba oil, almond oil, grapeseed oil, and avocado oil. Available in 2 fl. oz. ($35) and 8 fl. oz. sizes, designed to nourish and hydrate skin. Scored a 5.00/5 rating across 14 reviews.
• Tobacco Flower Body Oil A 60ml / 2 fl. oz. nourishing body oil blend containing 1500mg organic CBD extract and argan oil for natural barrier support. Lightly scented with tobacco flower fragrance and formulated to soothe and hydrate skin. Priced at $40.00.
• Blue Tansy Face Serum A daily face serum with 200mg organic CBD extract and restorative Vitamin E, blended with squalane, camellia seed oil, jojoba seed oil, and blue tansy oil. Designed to rebuild and maintain the skin's natural barrier. Rated 4.63/5 across 41 reviews.
• Desert Jasmine Face Serum An energizing and plumping face serum with 200mg CBD extract, formulated with organic moringa oil, argan oil, pomegranate seed oil, baobab oil, and sandalwood oils for youthful and revitalized skin. Rated 4.80/5 across 30 reviews.
• Soothing Salve A topical salve containing 250mg organic CBD extract with menthol, peppermint, camphor, and eucalyptus essential oils. Designed for sore muscles and aching joints, with synergistic relaxing and relieving properties. Priced at $32.00 and rated 5.00/5 across 11 reviews.
• Citron & Honey Herb Roll-on Elixir A 10ml / 1.7 fl. oz. aromatic roll-on elixir featuring 100mg CBD extract in a blend of earth-grown herbs, pure honey, and citrus notes (pomelo, orange, and lemon). Priced at $18.00 and rated 4.94/5 across 18 reviews.
• Tea Tree Soap Bar A 3.75 oz. vegan and all-natural bar soap scented with sustainable tea tree oil from New Guinea. Gently cleanses while retaining the skin's natural barrier. Contains no CBD. Priced at $7.50 per bar.
• Mango Guava Soap Bar A vegan, all-natural bar soap scented with mango and guava. Gently cleanses while retaining the skin's natural barrier. Packaged in an eco-friendly bar format to reduce plastic consumption.
• Coconut Soap Bar An all-natural bar soap scented with sustainable Thai coconut. Gently cleanses while retaining the skin's natural moisture barrier. Made with fair trade and sustainable palm oil.
• Tangerine Orange Soap Bar An all-natural bar soap with 84% organic ingredients, scented with Spanish tangerine orange. Gently cleanses while retaining the skin's natural barrier. Made with fair trade and sustainable palm oil.
• Oatmilk Honey Soap Bar An all-natural bar soap scented with responsibly harvested honey and organic oats, containing goat milk. Gently cleanses while retaining the skin's natural barrier.
• Patchouli Vanilla Soap Bar An all-natural hemp soap scented with patchouli and vanilla. Contains hemp oil. Gently cleanses while retaining the skin's natural barrier. Packaged in an eco-friendly bar format to reduce plastic consumption.

Quantifiable outcome

• Products rated 4.63-5.00 out of 5 stars across 100+ total verified reviews
• +3 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationShopify powers the Roots & Culture e-commerce storefront (rootsva.com), providing the online store infrastructure, payment processing (Square branding on credit card statements: 'SQ* ROOTS & CULTURE LLC'), order management, and Shopify Audiences for personalized advertising across third-party websites. Shopify also supports customer account authentication and cookie-based tracking.
• Licensed Hemp Processing Partner (Elkton, Virginia)coreStrategic or Co-development PartnerRoots & Culture's Full Spectrum hemp extract is processed by a licensed hemp processing partner located in Elkton, Virginia. The partner uses safe carbon dioxide (CO2) along with heat and pressure to separate plant waxes from the hemp extract, producing clean, simple full-spectrum extract used across Roots & Culture's product line.
• Third-Party Lab Testing PartnerscoreTechnology or IntegrationRoots & Culture uses third-party laboratory testing for all products to verify potency, terpenes, pesticides, solvents, heavy metals, and mold levels. Lab test results are accessible via QR codes on product packaging and a dedicated Lab Tests page on the website. Testing confirms compliance with the 2018 Federal Farm Bill and Virginia state law.
• UPPromoteminorGTM or Marketing PartnerUPPromote provides the affiliate program infrastructure for Roots & Culture's referral marketing. Affiliates can register at af.uppromote.com/rootsva/register to earn commissions for referring customers to the Roots & Culture storefront.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Papa & Barkley: Hemp-derived wellness brand with topical salves, balms, and skincare closely mirroring Roots & Culture's CBD topical portfolio including its menthol/eucalyptus Soothing Salve.
• Cann: Low-dose THC/CBD social beverage brand selling canned sparkling drinks direct and through retail—a direct functional beverage comparable to Roots & Culture's CannaBerry Sparkling Water.
• Vertly: Vermont-based small D2C brand offering CBD-infused bath, body, and skincare products including balms and serums—an almost identical SKU mix and distribution model to Roots & Culture.
• Cannuka: CBD and manuka honey-infused skincare brand selling cleansers, serums, and creams through D2C and selective wholesale, directly comparable to Roots & Culture's clean-label CBD skincare positioning.
• High Beauty: CBD-infused skincare brand with serums, creams, and cleansers sold through D2C and retail, comparable to Roots & Culture's CBD face serum and skin cream positioning.
• Kush Queen: CBD bath and beauty brand offering topicals, bath bombs, and skincare through D2C, overlapping Roots & Culture's bar soap, salve, and roll-on elixir category and distribution approach.
• Birchrose Botanicals: Small-batch CBD facial skincare brand with serums and oil-based treatments; comparable SKU architecture and small-team D2C go-to-market motion to Roots & Culture.
• Saint Jane: Premium CBD-infused beauty and skincare brand sold direct-to-consumer, with serums, face oils, and body treatments aligned closely to Roots & Culture's Tobacco Flower Skin Cream and Blue Tansy/Desert Jasmine Face Serum line.

Broad incumbents

• Lord Jones: Pioneer CBD skincare and topicals brand (now part of Canopy Growth), widely distributed via retail and D2C; comparable category leadership and topical SKU set to Roots & Culture, but with substantially greater scale and resources.
• Charlotte's Web: Largest dedicated US CBD wellness brand with broad skincare, topicals, and ingestibles across D2C, mass retail, and wholesale; sets the competitive benchmark Roots & Culture competes against in topicals and beverages.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/rootsandcultureva
• Instagraminstagram.com/rootsandculture.va
• TikToktiktok.com/@rootsva
• LinkedInlinkedin.com/company/rootsva

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roots & Culture