Our Evolution
Pre-2015
The Ground is Broken
Before products, there was purpose.
Our founders and owners worked in dispensaries, grew cannabis, practiced esthetics and massage, wrote curriculums, and advocated for legalization. With backgrounds in pharmaceuticals, plant science, and holistic therapy, we were already in motion before our name was born.
2015
Foundation is Poured – Color Up Therapeutics is Born
Inspired by Shauna’s bulldog Kali’s cancer recovery, we launched our first CBD salves and tinctures.
We became one of the first legal CBD wellness companies in the U.S. Color Up Therapeutics launched with community education, formulations rooted in science, and a mission to make plant medicine accessible to all. We setup at community events, taught at fairs and festivals, and used education as our first product.
2016
The First Lab is Built
Out of a Denver basement tucked between rows of hemp plants, we bottled, labeled, and shipped by hand.
Our first eCommerce site launched, featuring pet and people CBD tinctures made in micro-batches with cold-pressed, certified organic ingredients. We did it all by hand, with heart.
2017
The First Storefront – The Walls Go Up
We opened The Yoga Grow — a shared space with our first licensed CDPHE lab, retail storefront, and a one-room spa.
We launched our professional skincare line with 10 targeted CBD products at the School of Botanical and Medical Esthetics and began our first esthetician partnerships. This was more than a business — it was a community healing center.
2018–2019
Rooms Are Added – Wellness Center Expansion
Color Up became a hub—a center for healing and holistic education. We expanded into oncology-approved services, pet wellness, wholesale, and white-label partnerships. Our wellness center hosted workshops, incubated women-owned businesses, and became a healing anchor in the local wellness scene.
We earned PETA certification, launched the Cannabis Master Program for Estheticians, Massage Therapists, Students and Retailers, joined Aveda Institute + Paul Mitchell schools, and earned Oncology Spa Solutions Approval. We launched with Elizabeth Arden’s Red Door Spa—our first luxury partnership in New York City, and we built our second in-house lab to keep pace with demand.
2020
In the pandemic, we leveled up. We brought education online, we opened up community space online to offer healing modalities and connections between our Account Partners and clients. We drop shipped to clients, decorated boxes, hosted spa parties online, and put hand-written love notes in all the boxes.
We launched our second retail store in Nurture Marketplace, relocated and rebuilt our lab for the third time. We launched LIFE, PET, and PRO lines. We earned national CEU accreditation and we kept our team paid.
2021–2022
Our largest wholesale account filed bankruptcy — pulling the rug out from under us and testing our resilience like never before.
We responded by launching our first products containing topical CBG, CBN, and mushrooms, as well as our first product designed for men. We expanded our retail and backbar products into Qua Bath's and Spa at The Caesars Hotel.And we planted new roots in Arizona, launching a second wellness center and storefront inside The Palm in Phoenix — a collaborative space with longtime friends and partners from our Colorado community.
And then, the world changed. Roe v. Wade was overturned. In that moment, our mission snapped into focus. We are women running a wellness company rooted in sovereignty, science, and self-trust — and suddenly, the stakes were clearer than ever. That decision didn’t just shift laws — it shifted *us.*
2023
We entered 2023 with fire in our guts — and then we were hit with the biggest challenge yet: buying out two of our three original co-founders.
We gave up two-thirds of the company’s assets — liquid and otherwise — to reclaim our path and carry the vision forward. What followed were the most difficult months of our journey, and also the most clarifying.We stood back up with fewer resources but more focus, more intention, and more resolve than ever before. This was the moment VXN was born — out of grit, strategy, sacrifice, and sisterhood. Honoring the female fox for her fierce adaptability, quiet strength, protective spirit, and untamed grace, mirroring the way we lead: with intuition, resilience, loyalty, and the instinct to protect what matters most.
2024
In 2024 we took a strategic pause. Pricing still didn’t cover costs. Fees were suffocating. Advertising was blocked. And the CBD industry was still full of landmines. So we paused — not out of defeat, but by design.
We were honest with our community. We slowed down. We rebuilt behind the scenes. And then we emerged stronger. At the end of 2024, we launched VXN LUX — our non-CBD line — on Amazon.
It was never just skincare. It was a love letter to hormone-shifting, menopausal, and multi-phase bodies — and a strategic step to stabilize operations while preserving the exclusivity of VXN LAB for professionals.
It gave us access to new markets — Amazon, Meta, Google — and honored the matriarchs, mothers, sisters, and daughters who carried us here. It was our rebirth and a reminder that we can do anything we set our minds to.
2025
Amber and Marrana officially join Shauna as owners, and the final beams are raised. House of VXN becomes our forever name — our unified voice — our home.
We pull all products off Amazon, go 100% wholesale, and partner exclusively with Faire. We launch our Stockist Program, prepare the Contract Label opportunity, and open the next chapter of our legacy with unapologetic clarity.
The name may be new — but the roots run deep, and the roof is finally on. This house was built with fire, held up by women, and made to weather anything.