BUUZ Social Lubricant® was developed by Eybna, a terpene-formulation and botanical-ingredient company that has spent more than a decade studying how plant compounds interact with the body’s receptor systems. Founded in 2014 as an R&D-focused company, Eybna has evolved into a deep-tech botanical ingredient manufacturer known for its expertise in terpene formulations. Its research operations are based in Israel, a country that has long been at the forefront of cannabis science and cannabinoid research.
The company has built a proprietary AI platform that analyzes years of compound, receptor, and formulation data to predict terpene combinations associated with specific outcomes. Rather than focusing on individual terpenes such as limonene or myrcene, Eybna’s approach examines how blended botanical compounds interact to influence broader physiological responses.
Eybna has also built its “Innovation Hub,” a collection of terpene formulations developed for specific end-use applications based on its research into how terpenes interact with the body.
“We’re taking that and combining it all to figure out what’s the best combined formulation not only to activate one receptor, but maybe target a full experience,” explained Victoria Dang. “So that you’re not just feeling it in your head, you’re feeling it really all over in your body, where your receptors are.”
Eybna operates a pharmaceutical-style research laboratory equipped for in vitro testing and high-throughput screening. This allows researchers to accurately evaluate large numbers of terpene combinations and identify formulations that may deliver more predictable effects. The formulations are further refined through consumer validation studies that measure onset, duration, and overall user experience.
Eybna partnered with Coca-Cola Israel on BUUZ’s emulsion technology and beverage development. The collaboration provides Eybna with access to decades of beverage formulation and enterprise-scale expertise, and Coca-Cola with cutting-edge product development. Both companies appear well-positioned for global expansion if Eybna’s research holds up and consumers embrace terpene beverages. It also comes at a time when the hemp beverage category in the U.S. is facing growing regulatory scrutiny, including potential federal action expected in November that could reshape how intoxicating hemp-derived products are defined and sold. Against that backdrop, BUUZ’s terpene-only approach may offer a parallel path that sits outside the cannabinoid framework regulators are increasingly focused on.
Why Beverage Formulations Require a Different Approach
One of the challenges of bringing terpenes into beverages is that the compounds do not interact or behave the same way across every product format. According to Eybna, factors such as volatility, heat stability, and delivery method can significantly influence how a terpene formulation performs.
Because most terpenes are oil-based, beverage manufacturers must emulsify or encapsulate them before they can be incorporated into a water-based product. The choice of emulsion technology can affect characteristics such as stability, sensory performance, and onset time.
Eybna not only develops formulations around specific end-use applications, but the form factors also matter. A vape, beverage, or powdered product may require different blends designed to achieve the intended consumer experience.
From Ingredient to Beverage Brand
The terpene formulation behind BUUZ was originally developed as an ingredient for beverage manufacturers. Eybna engineered the proprietary blend of 37 terpenes to provide a social, uplifting experience without alcohol or THC. According to Dang, the formulation was designed around specific receptor targets associated with mood, reward, and social engagement. While the company envisioned partnering with beverage brands, lengthy product development and validation timelines led Eybna to launch its own ready-to-drink product as a proof-of-concept.
“We got tired of waiting for it to hit the market,” said Victoria Dang. “We said, we’re just going to launch this ourselves.”
The product has already received recognition from major food ingredient events. BUUZ was named one of the most innovative ingredients at SupplySide Global and was later recognized as a top innovative product at THAIFEX Anuga 2026.
Dang suggests sipping BUUZ the next time you light up to enhance the terpene-driven entourage effect, since many of those compounds can degrade during cultivation, curing, processing, and storage.
