Cure Hydration
Cure Hydration is a privately held CPG company that sells plant-based, WHO ORS-formulated electrolyte drink mixes under its core Hydration, Cure Kids, and Cure Energy sub-brands, distributed DTC and through 21,000+ U.S. retail doors including Target, CVS, Walgreens, and Whole Foods.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cure Hydration does
Cure Hydration is a New York-based, privately held consumer packaged goods company that develops and sells plant-based electrolyte drink mixes built on the World Health Organization's Oral Rehydration Solution (ORS) formulation. Founded in 2019 by Lauren Picasso, the company's core product line delivers precise sodium, potassium, and glucose ratios intended to activate the body's sodium-glucose co-transport system for faster cellular hydration than water alone, and is offered in approximately a dozen flavors in 14- and 28-count stick packs and bulk jars, with all products positioned as having no added sugar, clean-label plant-based ingredients, and third-party testing for heavy metals, allergens, microbes, and gluten.
The product portfolio is organized into three sub-brands: the core Hydration line, Cure Kids (pediatrician-approved electrolyte mixes for children ages 1+ in three flavors), and Cure Energy (100mg caffeine plus L-theanine drink mixes for focus-oriented use cases). Supporting programs include a Subscribe & Save subscription offering 15% off and free shipping, a three-tier loyalty program called The Cure Club, and a Give-$5-Get-$5 referral mechanic. The brand is supported by a medical advisory board of more than 35 clinicians, third-party certifications (B Corporation, Non-GMO Project Verified, Certified Gluten-Free, Orthodox Union Kosher, Plastic Neutral), and HSA/FSA eligibility.
Cure operates an omnichannel go-to-market combining direct-to-consumer e-commerce through curehydration.com with wholesale distribution across more than 21,000 retail doors, including a June 2026 nationwide launch in 1,227 Target stores plus Target.com, plus placement in CVS, Walgreens, Whole Foods, Kroger, Albertsons, Sprouts, H-E-B, and specialty retailers such as Erewhon and Gelson's, with additional marketplace presence on Amazon, Thrive Market, and iHerb. The company has been recognized on the Inc. 5000 list for three consecutive years and has disclosed more than 550% revenue growth over the past three years on what is described as a small, capital-efficient team.
Cure Hydration firmographics
Firmographics- Name
- Cure Hydration
- Legal name
- Cure Hydration
- Website
- https://curehydration.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Cure Hydration is a privately held CPG company that sells plant-based, WHO ORS-formulated electrolyte drink mixes under its core Hydration, Cure Kids, and Cure Energy sub-brands, distributed DTC and through 21,000+ U.S. retail doors including Target, CVS, Walgreens, and Whole Foods.
- Ownership category
- akta.pro rank
Cure Hydration industry classification
Industry- Product category
- Functional Hydration Beverages
- NAICS
- Beverage Manufacturing (3121), Soft Drink and Ice Manufacturing (31211)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Sports Drinks & Hydration Beverages (CRADAHAK)
- akta.pro secondary industries
- Functional Hydration & Electrolyte Water Production (AFAFAFAH), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Baby Drinks (Juices, Waters, Electrolyte/Oral Rehydration Solutions) (CRADAEAH)
Keywords
Where Cure Hydration is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cure Hydration business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Others
Revenue model
- Direct-to-Consumer E-commerce: Primary revenue stream through curehydration.com website. Products sold as one-time purchases or subscription orders. Subscriptions generate recurring revenue with 15% discount, free shipping, and bonus gifts at milestones. Subscription customers report 100% use as only hydration brand.
- Wholesale/Retail Distribution: Products sold through major retail chains including Target, CVS, Walgreens, Whole Foods, Kroger, Albertsons, Sprouts, and specialty retailers. Over 21,000 retail doors nationwide generating wholesale revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | 14-count Hydration Pack - $23.99 one-time or $20.39 subscription |
| Subscription | Monthly | 28-count Hydration Pack - $38.99 one-time or $33.14 subscription |
| Subscription | Monthly | Classic Variety Pack (28-count) - $46.98 one-time or $39.93 subscription |
| Subscription | Monthly | Kids Variety Pack (15-count) - $28.99 one-time or $24.64 subscription |
| Subscription | Monthly | Energy Line (Peach Tea, Acai Berry) - $23.99 one-time or $20.39 subscription |
| Unit Pricing | Pay-as-you-go | Starter Kit - $19.99 one-time |
| Unit Pricing | Pay-as-you-go | Accessories - $13.99-$25.99 |
| Unit Pricing | Pay-as-you-go | Gift Cards - $25-$100 |
Go-to-market motion3 records
Distribution channels13 records
Marketing channels10 records
Cure Hydration product offering
Product offeringCore offering
Cure Hydration manufactures and sells plant-based, clean-label electrolyte drink mixes based on the World Health Organization's Oral Rehydration Solution (ORS) formula. Its product portfolio spans 12 hydration flavors, a pediatrician-approved Kids line, and an Energy line with caffeine and L-theanine, sold via D2C e-commerce (with subscription) and 21,000+ retail doors across the United States.
Product overview
Cure Hydration offers a portfolio of plant-based electrolyte drink mixes based on the World Health Organization's Oral Rehydration Solution formula. The core product line includes 12 hydration flavors (Raspberry, Berry Pomegranate, Strawberry Kiwi, Watermelon, Lemonade, Tropical Punch, Blood Orange, Lime, Ginger Turmeric, Grapefruit, Peach Mango) available in 14-pack stick packs, 28-pack multi-packs, and bulk jars. The portfolio extends to Cure Kids (pediatrician-approved electrolyte mix for ages 1+ in Fruit Punch, Pink Lemonade, Mixed Berry flavors), Energy drink mixes (Peach Tea and Acai Berry with 100mg caffeine and L-theanine), and variety packs. All products share the WHO ORS-based science, coconut water and pink Himalayan salt ingredients, no added sugar, and clean-label positioning, differentiated by flavor profiles and target demographics (general hydration, children, energy-seeking consumers). Supporting services include a Subscribe & Save subscription program (15% discount, customizable delivery) and The Cure Club loyalty rewards program with tiered membership.
Differentiator
Problem solved
Functional benefit
Brands
- Cure Kids: Premium hydration brand for kids offering pediatrician-approved, scientifically formulated electrolyte mixes made with plant-based ingredients in kid-friendly flavors.
- Cure Energy
Products and services
- Hydrating Electrolyte Mix (Core Line) Plant-based electrolyte drink mix based on the World Health Organization's Oral Rehydration Solution formula. Available in 12 flavors (Raspberry, Berry Pomegranate, Strawberry Kiwi, Watermelon, Lemonade, Tropical Punch, Blood Orange, Lime, Ginger Turmeric, Grapefruit, Peach Mango) and bulk jars. Contains 25 calories, no added sugar, and 4x the electrolytes of leading sports drinks. Targeted at health-conscious adult consumers.
- Cure Kids Hydration Line Pediatrician-approved electrolyte drink mix designed for children ages 1+. Made with real fruit, no added sugar, and no artificial dyes. Available in Fruit Punch, Pink Lemonade, and Mixed Berry flavors, plus a Kids Variety Pack. Targeted at parents and caregivers of young children.
- Cure Energy Drink Mix Line Energizing electrolyte drink mix with 100mg of natural caffeine and L-theanine for focus without jitters or crash. Available in Peach Tea and Acai Berry flavors with ginseng extract for sustained energy. Targeted at energy- and focus-seeking consumers.
- Peach Mango Electrolyte Mix New Peach Mango flavor within the core Hydrating Electrolyte Mix line, a seasonal/travel-oriented electrolyte drink mix with no added sugar. Targeted at consumers seeking a tropical-flavored hydration option.
- Classic Variety Pack 28-count variety pack featuring four signature hydration flavors (Watermelon, Lemonade, Berry Pomegranate, Strawberry Kiwi) for customers who want to sample multiple flavors. Targeted at first-time and variety-seeking consumers.
- Tropical Variety Pack 28-count variety pack featuring four tropical flavors (Watermelon, Strawberry Kiwi, Tropical Punch, Blood Orange) for sun- and summer-themed hydration. Targeted at consumers seeking tropical flavor profiles.
- Subscribe & Save Subscription Service Recurring subscription service offering 15% off every order with free US shipping. Customers can customize delivery frequency, add/remove/swap flavors, skip or cancel anytime, and receive bonus gifts on months 2, 4, 6, and 9. Targeted at regular Cure users seeking convenience and savings.
Quantifiable outcome
- 75% of Americans are dehydrated, making hydration market highly relevant
- +5 more outcomes
Companies that use Cure Hydration
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles5 records
Cure Hydration technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Cure Hydration partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered flagship, core, premium and minor.
- TargetflagshipCure Hydration launched in 1,227 Target stores nationwide and on Target.com, bringing plant-based electrolyte drink mixes to millions of new consumers. Products available include Watermelon, Strawberry Kiwi, and Tropical Punch in the beverage aisle.
- CVS PharmacycoreNational pharmacy chain retail partnership for Cure's electrolyte hydration products.
- Whole Foods MarketcorePremium natural foods retailer partnership matching Cure's clean ingredient and wellness positioning.
- AlbertsonscoreMajor grocery chain partnership for retail distribution of Cure products.
- Sprouts Farmers MarketcoreHealth-focused grocery chain partnership for natural and organic product positioning.
- iHerbcoreOnline retailer partnership for vitamins, supplements, and health products.
- WalgreenscoreNational pharmacy and retail chain partnership.
- KrogercoreAmerica's largest grocery retailer partnership with over 2,700 stores.
- H-E-BcoreTexas-based regional grocery chain partnership with strong Southwest US presence.
- Erewhon and Gelson'spremiumPremium specialty retailers in natural, organic, and wellness space.
- AmazoncoreMajor e-commerce marketplace partnership for direct-to-consumer sales.
- Thrive MarketcoreMembership-based online grocery marketplace focused on healthy foods.
- Onward and Cool EffectminorCarbon offset partnerships through Onward and Cool Effect for carbon neutral shipping options. 1,467,406 carbon emissions offset through these partnerships.
- Garcia River Forest ProjectminorForest conservation partnership protecting 23,000 acres of forest.
- A Bearadise Forest Protection ProjectminorTree planting partnership with 8,212 trees planted through this initiative.
- rePurpose GlobalminorOcean plastic removal partnership removing 150,155 pounds of plastic from oceans.
- Health-E Commerce (FSA Store / HSA Store)minorParent company of FSA Store and HSA Store featuring Cure products as part of spring medicine cabinet refresh campaign with tax-free FSA/HSA eligibility spotlight.
Scale indicators13 records
Recent moves8 records
Expansion highlights6 records
Cure Hydration competitors and assessment
Company assessmentDirect peers
- Liquid IV: Direct competitor in the powdered electrolyte/hydration multiplier category, using a Cellular Transport Technology (CTT) formula with similar clean-label, no-added-sugar positioning and broad retail distribution including Target, CVS, and Whole Foods.
- Hydrant: Powdered electrolyte mix brand targeting daily hydration, fitness, and hangover recovery use cases with similar DTC subscription and clean-label positioning to Cure.
- DripDrop: ORS-based hydration brand (founded by a physician) sold in stick powder and RTD formats. Directly comparable on the WHO ORS science platform and clinical efficacy claims Cure uses as its core differentiator.
- LMNT: Premium electrolyte drink mix brand with zero-sugar, science-forward positioning and strong keto/low-carb consumer overlap. Closely comparable product format, pricing, and audience to Cure's core hydration line.
- Skratch Labs: Sports nutrition brand offering hydration drink mixes with a clean-ingredient, no-artificial-anything positioning focused on athletes and fitness consumers.
- Ultima Replenisher: Sugar-free electrolyte powder mix with plant-based colors and flavors, sold through natural, grocery, and DTC channels. Comparable format, ingredient philosophy, and consumer segment.
- Nuun: Effervescent electrolyte tablet brand sold in fitness, outdoor, and mainstream retail channels. Closely comparable audience (athletes, fitness, daily hydration) and clean-ingredient positioning.
Broad incumbents
- Gatorade: PepsiCo-owned dominant sports drink brand Cure explicitly benchmarks against on electrolytes-per-serving. As Gatorade expands into better-for-you SKUs, it is the most consequential incumbent threat.
- Bodyarmor: Coca-Cola-owned premium sports hydration brand positioned as a better-for-you alternative. Directly comparable on 'no artificial sweeteners' positioning and national retail footprint.
- Pedialyte: Abbott-owned rehydration brand dominating pharmacy-channel electrolyte sales. Competes with Cure in the dehydration/illness use case but with broader RTD distribution and stronger clinical legacy.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Cure Hydration social profiles
Digital presenceCure Hydration compliance and trust
Trust signalCompliance6 records
Cure Hydration financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cure Hydration leadership team
Management profileNumber of profiles
Profiles1 record
Cure Hydration funding detail
Funding detailFunding overview
Funding rounds5 records
Investors16 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cure Hydration 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 Cure Hydration
What does Cure Hydration do?
Cure Hydration manufactures and sells plant-based, clean-label electrolyte drink mixes based on the World Health Organization's Oral Rehydration Solution (ORS) formula. Its product portfolio spans 12 hydration flavors, a pediatrician-approved Kids line, and an Energy line with caffeine and L-theanine, sold via D2C e-commerce (with subscription) and 21,000+ retail doors across the United States.
Is Cure Hydration a public or private company?
Cure Hydration is a private company. It is classified as venture growth investor backed and is currently operating.
When was Cure Hydration founded?
Cure Hydration was founded in 2019. It employs 1 to 10 people.
Where is Cure Hydration based?
Cure Hydration is headquartered in New York, United States, in the North America region.
How does Cure Hydration make money?
Two revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are wholesale/Retail Distribution.
Who are Cure Hydration's main competitors?
Direct peers on record are Liquid IV, Hydrant, DripDrop, LMNT, Skratch Labs, Ultima Replenisher and Nuun. Broad incumbents are Gatorade, Bodyarmor and Pedialyte.
Does Cure Hydration have an API?
No public API is recorded for Cure Hydration.
What industry is Cure Hydration in?
Cure Hydration's product category is Functional Hydration Beverages. Its primary akta.pro industry code is CRADAHAK, Sports Drinks & Hydration Beverages, with a secondary code of AFAFAFAH, Functional Hydration & Electrolyte Water Production. Its NAICS code is 3121 and its SIC code is 2080.