Natural Effex

Natural Effex is a premium hemp-derived CBD wellness brand based in Connecticut, founded in 2019. The company is recognized as one of only a handful of NSF-certified CBD companies globally, underscoring its commitment to quality, safety, and compliance. Natural Effex specializes in functional beverages and wellness products, with a focus on hemp-derived CBD sparkling water and related offerings. Their products are lab-tested, compliant, and distributed in over 1,000 retail locations. The company operates under Effex Inc. dba Natural Effex and is led by founder James Carbone and co-founder Robert Picone. Natural Effex aims to redefine the functional beverage category by providing trusted, high-quality CBD products for health-conscious consumers. The brand emphasizes transparency, rigorous testing, and innovation in the wellness space. Notable for its NSF certification, Natural Effex is positioned as a leader in the emerging CBD beverage market, serving both retail and direct-to-consumer channels.