Juve Wellness

Juve Wellness Inc. was a subsidiary of The Yield Growth Corp (now Better Plant Sciences) that specialized in the development and commercialization of hemp-infused wellness and cosmetic products. Founded in 2017 through a rebranding of Indulgence Edibles, the company developed a diverse portfolio of over 50 products based on Ayurvedic principles and proprietary hemp root oil extraction technology. Its primary brand, Urban Juve, focused on high-end skincare and therapeutic topicals, securing significant licensing and distribution deals in Italy and the United States. The company aimed to bridge the gap between traditional herbal medicine and modern consumer health by leveraging the therapeutic potential of cannabinoids. Following corporate restructuring, its assets were integrated into the broader Better Plant Sciences portfolio.