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§ Private Profile · New York City
Develops powdered electrolyte drink mixes with organic, plant-based, sugar-free ingredients for active consumers.
Founded in 2018 by Lauren Picasso and Alex Sarkissian, Cure Hydration develops plant-based, powdered electrolyte drink mixes formulated without added sugar and based on the World Health Organization's oral rehydration solution. The functional beverage company operates through a direct-to-consumer subscription model and a wholesale distribution network spanning over 15,000 retail locations, including major national chains like Walmart, Whole Foods, and CVS. Since its initial retail launch in 2019, the enterprise has reported a tenfold increase in overall sales. This commercial expansion helped the brand secure a $5.6 million Series A funding round in 2023, following a $2.6 million seed round in 2020, with backing from institutional investors like Lerer Hippeau and Valedor Partners. The brand recently expanded its portfolio by launching a kids line alongside its adult offerings, which utilize organic ingredients to target chronic dehydration.
Cure Hydration has raised $8.6M across 2 funding rounds.
Cure Hydration has raised $8.6M in total across 2 funding rounds.
Cure Hydration has raised $8.6M across 2 funding rounds. Most recently, it raised $6.0M Series A in April 2023.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Apr 1, 2023 | $6M Series A | Lerer Hippeau | Citi Ventures, Early Light Ventures, EQT Life Sciences, Humba Ventures, Matchstick Ventures, Pareto Holdings, TTV Capital, Y Combinator, Jett Mccandless, Andy Roddick, KIM Clijsters, Matthew Dellavedova, NAS, Nicholas Green, Philip Krim, Great Oaks Venture Capital, Joyance Partners, Silas Capital, Simple Food Ventures, Barbara Palmquist | Announced |
| Nov 23, 2020 | $2.6M Seed | Caitlin Strandberg | Andy Roddick, Matthew Dellavedova, Michael Katz, NAS, Nicholas Green, Philip Krim, Litani Ventures, M3 Ventures | Announced |
Cure Hydration is a functional beverage company that produces plant-based electrolyte drink mixes designed for effective hydration without added sugars or artificial ingredients. Founded in 2017 and headquartered in New York, it serves health-conscious consumers, including active adults and children, by solving the problem of inadequate hydration from water alone through science-backed Oral Rehydration Solution (ORS) formulas featuring coconut water powder and pink Himalayan salt.[1][2][5] The company has raised $11.21M in funding up to Series A-III, achieved 230% average annual revenue growth since 2019, and expanded retail presence from 4,000 stores in 2021 to 15,000 by 2023, including CVS, Walgreens, Kroger, and others.[1][3]
Cure Hydration was founded in 2017 by Lauren Picasso, who discovered the limitations of water for hydration after personal experience with dehydration's effects from sweat, sleep, alcohol, and daily life.[1][5] Shocked by existing electrolyte drinks' high sugar and artificial content, Picasso created a clean, plant-based alternative using non-GMO ingredients that tastes good and works effectively.[2][3][5] The product launched in 2019, quickly gaining traction with 230% yearly revenue growth, a 2022 rebrand emphasizing premium ingredients, and early funding including a $2.6M seed round led by Lerer Hippeau with investors like Nas and Andy Roddick.[3][4] Pivotal moments include quadrupling retail doors and a $5.6M Series A in 2023, valuing the company at $22M.[3][4]
Cure Hydration rides the explosion of the $10B functional beverage market, driven by post-pandemic health prioritization and demand for "better-for-you" products amid wellness trends like clean-label hydration.[3][5][6] Timing aligns with consumer shifts toward natural, effective alternatives to sugary sports drinks, with e-commerce penetration at 60% and retail expansion capitalizing on omnichannel strategies.[2][3] Market forces favoring plant-based, sugar-free options position Cure against giants like Liquid I.V., influencing the ecosystem by attracting female, active demographics and setting standards for transparent, science-driven CPG innovation.[3]
Cure Hydration is poised for continued expansion with its clean hydration edge in a booming market, likely pursuing further retail growth, flavor innovations, and potential Series B funding to hit new revenue milestones. Trends like personalized wellness, global e-commerce, and sustainability will shape its path, evolving its influence from niche disruptor to mainstream hydration leader. This builds on its mission to simplify effective health rituals, proving plant-based efficacy drives real consumer loyalty.[3][5][6]
Cure Hydration has raised $8.6M in total across 2 funding rounds.
Cure Hydration's investors include Lerer Hippeau, Citi Ventures, Early Light Ventures, EQT Life Sciences, Humba Ventures, Matchstick Ventures, Pareto Holdings, TTV Capital, Y Combinator, Jett McCandless, Andy Roddick, Kim Clijsters.