LARQ
LARQ designs self-cleaning smart water bottles, countertop pitchers, and under-sink filters built on UV-C LED purification and Nano Zero filtration, selling direct-to-consumer globally and via Target retail to health-conscious, travel, and fitness consumers, with Brita SE as its parent.
- Company typePrivate
- Founded2017
- HeadquartersFoster City, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What LARQ does
LARQ is a Foster City, California-based consumer products company that designs, sells, and supports self-cleaning smart water bottles, countertop pitchers, and point-of-use under-sink water filtration systems built on proprietary PureVis UV-C LED purification and Nano Zero filtration media. Founded in 2017 by Justin Wang, the company integrated mercury-free, ozone-free UV-C LED technology (280 nm) with an IoT-enabled, BLE-paired mobile application for hydration tracking, filter-life monitoring, and automated self-cleaning cycles. Its product line spans PureVis and PureVis 2 self-cleaning bottles ($99–$129), filtered bottles across Swig, Flip, and Twist cap variants ($29.95–$55), the LARQ Pitcher PureVis ($139 sale), and the LARQ Under Sink Water Filter ($169 sale), backed by the Hydration Club filter subscription program shipping replacement filters ($15.95–$79) to the United States, Canada, United Kingdom, and the European Union.
LARQ operates a hybrid go-to-market combining a direct-to-consumer e-commerce storefront (livelarq.com) with checkout support for Apple Pay, Google Pay, Shop Pay, and Klarna 4-installment financing, wholesale via the Faire marketplace, and national U.S. retail through Target. The company has a B2B corporate-gifting program (Spotify is a named customer) and an Aspire-powered creator affiliate program, plus a celebrity-amplified brand motion via its Millie Bobby Brown ambassador and co-branded PureVis 2 capsule. Revenue is generated through one-time hardware sales (bottles, pitchers, under-sink, accessories), recurring filter subscriptions, and ancillary B2B gifting and affiliate revenue. Following the early-2024 acquisition by Brita SE (a German water-filtration company within The Clorox Company), LARQ operates as a wholly owned subsidiary with category-leadership backing in the global water-filtration market.
LARQ firmographics
Firmographics- Name
- LARQ
- Legal name
- LARQ
- Website
- https://livelarq.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- LARQ designs self-cleaning smart water bottles, countertop pitchers, and under-sink filters built on UV-C LED purification and Nano Zero filtration, selling direct-to-consumer globally and via Target retail to health-conscious, travel, and fitness consumers, with Brita SE as its parent.
- Ownership category
- akta.pro rank
LARQ industry classification
Industry- Product category
- Consumer Water Filtration
- NAICS
- Bottled Water Manufacturing (312112)
- akta.pro primary industry
- Pitcher & Dispenser Water Filters (CRAJAJAB)
- akta.pro secondary industries
- Under-Sink Water Filtration Systems (CRAJAJAD), Refrigerator & Ice Maker Water Filters (CRAJAJAF)
Keywords
Where LARQ is headquartered
LocationHeadquarters
- HQ city
- Foster City
- HQ country
- United States
- HQ region
- North America
Markets served
LARQ business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Hardware Sales — Bottles: One-time purchase of self-cleaning, UV-C smart water bottles across multiple product lines including PureVis, PureVis 2, Filtered, and cap configurations (Swig Top, Flip Top, Twist Top). Prices range from approximately $29.95 to $129.00.
- Hardware Sales — Pitchers & Filters: One-time purchase of LARQ Pitcher PureVis home filtration system and LARQ Under Sink Water Filter, priced at $139 (sale) and $169 (sale) respectively.
- Filter Subscription (Hydration Club): Recurring subscription for replacement filters — including Essential Bottle Filter, Advanced Bottle Filter, Advanced Pitcher Filter, and Under Sink Filter Replacement — with auto-renewal shipments and member discounts.
- Accessories and Replacement Parts: One-time sale of accessories including bottle handles, silicone boots, travel sleeves, replacement caps, and filter straws (prices ranging $9.95 to $85.00).
- Corporate and Bulk Gifting: B2B gifting program supplying LARQ products in bulk to enterprise customers for client, employee, and event gifting purposes.
- Affiliate and Referral Revenue: Affiliate program through Aspire that rewards creators and partners for referrals driving sales to the LARQ storefront.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Annual | LARQ Bottle PureVis 2 — flagship smart self-cleaning bottle |
| One time/ perpetual license | Annual | LARQ Pitcher PureVis — home filtration pitcher |
| One time/ perpetual license | Annual | LARQ Under Sink Water Filter |
| One time/ perpetual license | Annual | LARQ Bottle PureVis (original) |
| Unit Pricing | Annual | LARQ Bottle Swig Top cap variant |
| Unit Pricing | Annual | LARQ Bottle Filtered Swig Top cap variant |
| Unit Pricing | Annual | LARQ Bottle Filtered Flip Top cap variant |
| Unit Pricing | Annual | LARQ Bottle Flip Top cap variant |
| Unit Pricing | Annual | LARQ Bottle Twist Top cap variant |
| Unit Pricing | Annual | LARQ Bottle Handles accessory |
| Subscription | Monthly | Hydration Club filter subscription |
| Other | Pay-as-you-go | Flexible checkout options |
Go-to-market motion6 records
Distribution channels6 records
Marketing channels8 records
LARQ product offering
Product offeringCore offering
LARQ designs, manufactures, and sells self-cleaning smart water bottles, filtered bottles, home pitchers, and under-sink water filters built around proprietary PureVis UV-C LED purification and Nano Zero filtration media. The company sells direct-to-consumer via livelarq.com, through retail (Target), wholesale (Faire), and a corporate gifting program, with recurring revenue from a Hydration Club filter subscription.
Differentiator
Problem solved
Functional benefit
Brands
- PureVis: Proprietary UV-C LED self-cleaning and water purification technology brand used across LARQ bottles, pitchers and caps.
- Nano Zero
- Hydration Club
- LARQ x Millie Bobby Brown
Products and services
- LARQ Bottle PureVis 2 Flagship self-cleaning smart water bottle using PureVis UV-C LED purification, with BLE-paired hydration tracking via the LARQ mobile app and support for filter inserts; available in 23 oz and 34 oz and in multiple colorways including a Millie Bobby Brown co-branded edition.
- LARQ Bottle PureVis Original-generation self-cleaning smart water bottle using PureVis UV-C LED purification to neutralize bacteria and viruses in water and on the bottle interior; available in 17 oz and 25 oz sizes and in multiple colorways.
- LARQ Bottle Filtered Swig Top Filtered reusable water bottle with a Swig Top cap, integrating Nano Zero filter technology for on-the-go reduction of contaminants such as PFAS, chlorine, lead, and mercury.
- LARQ Bottle Filtered Flip Top Filtered reusable water bottle with a Flip Top cap that integrates Nano Zero filter technology to reduce PFAS, chlorine, lead, and other contaminants from tap water.
- LARQ Bottle Swig Top Everyday reusable insulated water bottle with a Swig Top cap, offered in 23 oz and 34 oz sizes as a non-filtered, lower-priced entry point into the LARQ bottle family.
- LARQ Bottle Flip Top Everyday reusable insulated water bottle with a Flip Top cap, available in 17 oz and 25 oz sizes for general daily hydration without filtration or self-cleaning electronics.
- LARQ Bottle Twist Top Everyday reusable insulated water bottle with a Twist Top cap, available in 17 oz and 25 oz sizes as the lowest-priced entry point in the LARQ bottle range.
- LARQ Pitcher PureVis Design-forward home water filtration pitcher that uses PureVis UV-C self-cleaning technology and Nano Zero filtration to reduce PFAS, lead, chlorine, and other contaminants in tap water.
- LARQ Under Sink Water Filter Point-of-use under-sink water filtration system using zerovalent iron filtration media to deliver NSF/ANSI 42, 53, and 401 certified reduction of contaminants at the kitchen tap.
- Hydration Club (Filter Subscription) Subscription program delivering auto-renewal shipments of LARQ replacement filters (Essential Bottle Filter, Advanced Bottle Filter, Advanced Pitcher Filter, Under Sink Filter Replacement, and Filter Straw) with member discounts and Hydro Points loyalty rewards, shipping to the US, Canada, UK, and EU.
- LARQ Bottle Handles Accessory bottle handles sold as add-ons to customize and improve portability of LARQ reusable bottles, offered in multiple colorways.
Companies that use LARQ
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles4 records
LARQ technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
LARQ partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and minor.
- Millie Bobby BrownflagshipMillie Bobby Brown serves as a celebrity ambassador and collaborator for LARQ, featuring in a co-created capsule and appearing prominently on the LARQ site. The collaboration anchors brand storytelling and broadens consumer reach through her global audience.
- Brita (The Clorox Company)flagshipLARQ was acquired by Brita, the water-filtration brand owned by The Clorox Company, in early 2024. The acquisition brings manufacturing scale, distribution, and category leadership behind LARQ's smart water purification portfolio.
- TargetcoreTarget is a major U.S. retail partner carrying LARQ products online and in stores, providing national physical-shelf distribution and consumer reach for the LARQ Bottle Filtered Swig Top and broader catalog.
- FairecoreFaire operates as the wholesale marketplace through which independent retailers and resellers can stock LARQ products for resale.
- AspireminorAspire powers LARQ's affiliate/creator program ("LARQ Partners"), enabling publishers and creators to earn commissions on referred sales to the LARQ storefront.
- NomaticminorNomatic-branded products appear alongside LARQ accessories on the shop page, indicating a co-branded or cross-listed accessory collaboration.
Scale indicators8 records
Recent moves6 records
Expansion highlights7 records
LARQ competitors and assessment
Company assessmentBroad incumbents
- Brita: Brita is LARQ's parent company (acquired LARQ in early 2024) and the dominant incumbent in pitcher and faucet-mount water filtration. It is highly comparable to LARQ's home filtration line (LARQ Pitcher PureVis, Under Sink Water Filter) and competes directly on retail shelf with LARQ-branded products.
Direct peers
- PUR: PUR is a direct competitor in filtered pitchers, faucet-mount filters, and filtered water bottles, overlapping with LARQ's Nano Zero filtration media and pitcher line. PUR's similar price points and retail distribution make it one of LARQ's closest comparables in the home filtration category.
- LifeStraw: LifeStraw competes with LARQ in portable water purification, including UV-based personal purifiers and filter straws. Both brands address the same consumer concerns about contaminants and on-the-go safe water, making LifeStraw a direct competitor in LARQ's core purification use case.
- Hydro Flask: Hydro Flask is a direct competitor in premium insulated reusable water bottles — the same form-factor and consumer segment as LARQ's insulated self-cleaning bottle line. Both brands compete for the same health-conscious, design-aware consumer and overlap in retail channels including Target.
- Yeti: Yeti's Rambler drinkware line competes directly with LARQ's premium insulated bottles on price, brand prestige, and consumer demographic. Both brands target outdoor enthusiasts and lifestyle-driven consumers willing to pay $30+ for reusable drinkware.
- Stanley: Stanley (Quencher and IceFlow lines) competes head-to-head with LARQ in premium reusable bottles, having gained massive consumer momentum in the same target demographic. Stanley's rapid share gain in the insulated-bottle category represents a competitive risk to LARQ's premium positioning.
- Owala: Owala (a Helen of Troy brand) competes directly with LARQ in the premium reusable water bottle category, including filtered bottle variants. Both brands target similar fitness- and lifestyle-oriented consumers and overlap in retail placement.
- S'well: S'well is a direct competitor in design-forward premium reusable bottles, overlapping with LARQ's aesthetic-led brand positioning and gifting use case. Both brands compete in the corporate gifting and lifestyle gifting channels that LARQ pursues via its enterprise program.
- CamelBak: CamelBak competes with LARQ in reusable water bottles, particularly for the outdoor enthusiasts and active-lifestyle segment that LARQ explicitly targets. CamelBak's broader hydration ecosystem overlaps with LARQ's portable and travel use cases.
- Klean Kanteen: Klean Kanteen is a direct competitor in reusable, sustainability-positioned water bottles and complementary filtration accessories, sharing LARQ's environmental messaging around single-use plastic reduction. Both brands compete for the eco-conscious consumer segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
LARQ social profiles
Digital presenceLARQ financial estimates
Financial estimateRevenue estimate
Valuation estimate
LARQ leadership team
Management profileNumber of profiles
Profiles2 records
LARQ funding detail
Funding detailFunding overview
Funding rounds2 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LARQ M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LARQ
What does LARQ do?
LARQ designs, manufactures, and sells self-cleaning smart water bottles, filtered bottles, home pitchers, and under-sink water filters built around proprietary PureVis UV-C LED purification and Nano Zero filtration media. The company sells direct-to-consumer via livelarq.com, through retail (Target), wholesale (Faire), and a corporate gifting program, with recurring revenue from a Hydration Club filter subscription.
Is LARQ a public or private company?
LARQ is a private company. It is classified as corporate owned and is currently acquired.
When was LARQ founded?
LARQ was founded in 2017. It employs 11 to 50 people.
Where is LARQ based?
LARQ is headquartered in Foster City, United States, in the North America region.
How does LARQ make money?
Six revenue lines are on record. Hardware Sales — Bottles are the primary driver. The others are hardware Sales — Pitchers & Filters, filter Subscription (Hydration Club), accessories and Replacement Parts, corporate and Bulk Gifting and affiliate and Referral Revenue.
Who are LARQ's main competitors?
Brita is listed as a broad incumbent. Direct peers are PUR, LifeStraw, Hydro Flask, Yeti, Stanley, Owala, S'well, CamelBak and Klean Kanteen.
Does LARQ have an API?
No public API is recorded for LARQ.
What industry is LARQ in?
LARQ's product category is Consumer Water Filtration. Its primary akta.pro industry code is CRAJAJAB, Pitcher & Dispenser Water Filters, with a secondary code of CRAJAJAD, Under-Sink Water Filtration Systems. Its NAICS code is 312112.