The transition introduces a simplified compensation structure allowing advocates to earn up to 40% commissions on customer purchases, alongside bonuses for successful advocate referrals. CEO Farah Azmi indicated the shift reflects a broader strategy to prioritize authentic recommendations over the pressure of team building. To support this transition, the company has overhauled its digital infrastructure, launching a redesigned website aimed at improving consumer accessibility and the overall shopping experience.

Founder Meredith Cook noted that the company intends to expand its product portfolio beyond hemp-based offerings into a wider range of plant-derived wellness solutions. While the business model is changing, leadership maintains that the core mission remains anchored in the transparency and trust-based community that defined the brand’s North Carolina origins. The company is now positioning itself to compete directly in the modern direct-to-consumer wellness market, focusing on individual customer relationships rather than the hierarchical recruitment networks that previously characterized its operations.