By Craig Henderson, CEO of Extract Labs
Table of Contents
When I first started in the cannabis space, CBD was something you had to explain in detail. People would tilt their heads and ask: “Wait—so it’s not going to get me high?” Fast-forward to today, and it’s a completely different conversation. Consumers are savvy, regulators are slowly catching up, and CBD has gone from a niche curiosity to a staple on wellness shelves across the country.
But the most interesting part to me isn’t just how cannabis has grown—it’s how it has helped open the door to an even broader movement around plant-based wellness. We’re seeing a real shift toward alternative supplements like kava, functional mushrooms, and adaptogens. In my view, cannabis wasn’t the final destination; it was the gateway to a much bigger natural wellness landscape.
Cannabis Enters a Maturing Phase
Cannabis and hemp products have come a long way in a short period of time. When I launched Extract Labs, most people just wanted a simple explanation of what CBD was and why they might want to try it. Today, the questions are much more specific:
- Is this product full-spectrum, broad-spectrum, or isolate?
- Is it USDA Organic certified?
- What carrier oil is being used?
This shift in questions tells me the industry is maturing. Customers aren’t just buying a product—they’re evaluating quality, transparency, and alignment with their personal goals. We’ve reached the point where certifications, lab testing, and compliance aren’t just nice to have; they’re expected.
From my perspective, this is a positive sign. It shows that cannabis is moving past its novelty phase and establishing itself as part of mainstream wellness.
The Rise of Kava
As cannabis becomes more familiar, people are looking for other natural tools that can complement or expand their wellness routines. Kava is a great example.
For centuries, kava has been used in the South Pacific as part of community rituals and relaxation practices. It’s now gaining momentum in the U.S. as consumers explore alternatives beyond cannabis. What I’ve noticed is that the same groups who were early adopters of CBD—people who are curious, open-minded, and eager for natural options—are also among the first to try kava.
Younger consumers are experimenting with it in particular. Just a few years ago, they may have been picking up their first CBD gummies; today, it might be kava capsules or kava drinks. The curiosity is the same, but the toolbox of options is expanding.
The Bigger Wellness Picture
This isn’t just about kava. It’s part of a much broader wellness movement. People are looking at:
- Functional mushrooms like lion’s mane or reishi
- Adaptogens like ashwagandha
- Nootropics and natural focus aids
Cannabis blazed the trail, but now consumers are building entire regimens that combine multiple botanicals. Instead of thinking, “Do I choose cannabis or kava?” people are asking, “How do I use both of these in different situations?”
For example, I’ve spoken with athletes who use CBD topicals after training, a kava product in the evening to relax, and a mushroom supplement in the morning for focus. Office workers, parents, and outdoor enthusiasts are doing similar things. The common thread is a desire to replace or reduce reliance on synthetic products with something more natural and holistic.
Regulatory & Industry Considerations
None of this growth happens without challenges. Cannabis is still in a unique position, with patchwork state laws and ongoing federal hurdles. Issues like taxation, research barriers, and banking restrictions continue to make things difficult for businesses and consumers alike.
Kava and other supplements fall under dietary supplement guidelines, which have their own complexities. Companies need to be careful with labeling, claims, and quality control to avoid running into trouble.
The overlap of these categories is pushing the industry toward a more responsible future. If cannabis has taught us anything, it’s that regulation can shift quickly—and those shifts can either accelerate growth or create bottlenecks. Companies that prioritize compliance, transparency, and third-party verification will be in the best position to navigate whatever comes next.
Where It’s All Headed
Looking ahead, I don’t think cannabis will lose relevance—in fact, I believe it will remain central to the wellness conversation. But it’s no longer the only star of the show.
The next decade will likely bring a broader “botanical wellness” marketplace, where CBD sits on the shelf alongside kava, mushrooms, and adaptogens as part of a toolkit rather than a standalone solution. Consumers will continue to experiment, personalize, and refine their routines.
From where I sit, that’s a good thing. It means more choice, more innovation, and more opportunities to bring safe, high-quality products into people’s lives.
A Personal Note
As a veteran and someone who has dedicated years to this industry, it’s exciting to see plant-based wellness break into the mainstream in such a meaningful way. When I started Extract Labs, the idea of seeing hemp-derived products at major retailers felt far-fetched. Now, it’s our reality.
Watching that same momentum carry over into botanicals like kava reminds me why this work matters. It’s not just about cannabis or CBD—it’s about giving people more tools to support their wellbeing in ways that feel natural and sustainable.
The real winners in this movement will be the consumers, who get access to more choice, higher-quality products, and a better understanding of how to take care of themselves with the help of nature.
Closing Thought
Cannabis has led the way, but it’s not walking alone anymore. The rise of kava and other supplements is the natural next chapter. The future of wellness isn’t about one plant or one product—it’s about creating an ecosystem where people can discover what works best for them.
And that’s a future worth investing in.
