JUST Water

What JUST Water does

JUST Water, operating through the legal entity JUST Goods, Inc. and headquartered at 1460 Broadway in New York City, is a privately held packaged water company founded by Jaden Smith in 2015. The company sells 100% mountain-sourced spring water in two core product lines: STILL water in plant-based cartons (88% renewable materials including FSC-certified paper and sugarcane-based bio-plastic) sourced from the Glens Falls watershed in the Adirondack Mountains of New York, and JUST Bubbles sparkling water in infinitely recyclable aluminum bottles sourced from an aquifer in the Big Snowy Mountains of Montana. The portfolio spans multiple sizes (11.2 oz, 12 oz, 16 oz, 16.9 oz, 22 oz, 1 liter) and flavors (Original, Cucumber, Lime, Strawberry, Valencia Orange, Watermelon, HuckleBlueberry, Lemon, Coconut Mint), plus an infused still line and digital gift cards.

JUST Water generates revenue through three primary channels: direct-to-consumer e-commerce on justwater.com powered by Shopify with a Subscribe & Save subscription program (15% discount, 7/14/30/60-day cadence via Recharge), an Amazon storefront, and a tiered B2B Small Business Partner Program supplying offices, fitness centers, restaurants, hotels, and retail locations at wholesale volumes from 20-49 cases to 2+ pallets monthly. The company serves two main customer segments: health- and environmentally-conscious individual consumers seeking premium spring water with naturally occurring minerals and reduced plastic exposure, and SMB/hospitality buyers requiring sustainable beverage options at volume. Marketing is conducted through content (JUST Blog), organic social (Facebook, Instagram, YouTube, Twitter/X, LinkedIn), an influencer program via Impact.com, email, and a JUST Rewards loyalty program. The company is B-Corp certified and recognized as a Minority-Owned Business enterprise, with its strongest competitive advantages being founder-led brand equity, sustainability-validated packaging, and multi-channel distribution across the United States.

Name

JUST Water

Legal name

JUST Goods, Inc.

Website

https://justwater.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Bottled Spring Water

NAICS

Bottled Water Manufacturing (312112), Soft Drink and Ice Manufacturing (31211)

SIC

Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Bottled Water (Still, Sparkling, Enhanced) (CRADAHAC)

akta.pro secondary industries

Spring Water Bottling (AFAFACAA), Sparkling/Carbonated Bottled Water Production (AFAFACAE), Flavored/Enhanced Bottled Water Production (Essenced, Vitamin, Electrolyte) (AFAFACAF), Bulk Bottled Water Production (Large Format, Home/Office Delivery) (AFAFACAH), Bottled Water & Sparkling Water Wholesale (AFAIAGAC)

Keywords

• Bottled spring water
• Plant-based packaging
• Sparkling flavored water
• Sustainable beverages
• Subscription water delivery

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: One-time purchase and subscription orders through justwater.com website. Subscription model offers 15% discount with automatic recurring delivery. Products include still water in cartons, sparkling water in aluminum bottles, gift cards
2. Amazon Storefront Sales: Products available through Amazon store for purchase and delivery via third-party marketplace
3. Wholesale/B2B Distribution: Small business partner program supplying offices, fitness centers, restaurants, hotels, and retail locations with wholesale volume orders ranging from 20-49 cases to 2+ pallets monthly

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

JUST Water produces and sells 100% mountain-sourced spring water across two core lines: STILL spring water in plant-based cartons (88% renewable paper and sugarcane bio-plastic) sourced from the Adirondack Mountains watershed in New York, and JUST BUBBLES flavored sparkling spring water in infinitely recyclable aluminum bottles sourced from the Big Snowy Mountains aquifer in Montana. The company sells direct to consumers via justwater.com with one-time purchase and Subscribe & Save (15% off) options, alongside Amazon, retail, and B2B wholesale channels.

Product overview

JUST Water is a sustainable bottled water company offering two core product lines: STILL water in plant-based cartons sourced from the Adirondack Mountains, and BUBBLES sparkling flavored water in infinitely recyclable aluminum bottles sourced from Montana. The portfolio includes multiple size variants (12 fl oz, 16 fl oz, 16.9 fl oz, 22 fl oz, 1 Liter) and a variety of natural fruit flavors (Original, Cucumber, Lime, Strawberry, Valencia Orange, Watermelon, HuckleBlueberry, Lemon, Coconut Mint). JUST Infused adds flavored still water options. Customers can purchase individual products, pre-made bundles, or create custom Build-a-Bundle combinations. The company also offers Gift Cards and a Subscribe & Save program for recurring deliveries.

Differentiator

Problem solved

Functional benefit

Products and services

• JUST Spring Water (Still) 100% mountain-sourced spring water sourced from the Glens Falls watershed in the Adirondack Mountains of New York. Packaged in plant-based cartons made of 88% renewable materials (FSC-certified paper and sugarcane bio-plastic). Naturally alkaline (pH 8) with naturally occurring minerals and 71.68 mg/L electrolytes. Sold in multiple sizes (11.2 oz minis, 16.9 oz, 22 oz, 12 oz, 16 oz, 1 Liter) in carton and aluminum formats to eco-conscious consumers.
• JUST Bubbles (Sparkling Water) Flavored and unflavored sparkling spring water with distinctive micro bubbles, packaged in infinitely recyclable, resealable aluminum bottles. Sourced from a 1200-foot limestone-infused aquifer in the Big Snowy Mountains of Montana (90 million gallons/day capacity). pH 7.8 base with natural fruit flavors and no additives, preservatives, colors, or sweeteners. Available in Original and multiple natural fruit flavors (Cucumber, Lime, Lemon, Valencia Orange, Watermelon, HuckleBlueberry, Coconut Mint, Strawberry).
• Strawberry Bubbles

Quantifiable outcome

• 74% smaller carbon footprint vs plastic bottles
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Boxed Water Is Better: Carton-packaged bottled water brand explicitly marketed on sustainability and plastic reduction. The closest direct competitor to JUST's plant-based carton still water in product, positioning, and channels.
• Fiji Water: Premium spring water brand in iconic square bottles, also sold through retail, hospitality, and DTC. Closely comparable to JUST in positioning around a distinctive natural water source and lifestyle-driven brand.
• Voss Water: Premium bottled water positioned on minimalist Scandinavian design and purity. Comparable to JUST's premium DTC and hospitality channel strategy with a focus on aesthetic-driven buyers.
• Liquid Death: Canned water and sparkling water brand with aggressive marketing, retail expansion, and sustainability positioning. Directly comparable in the aluminum-bottle sparkling segment and the cultural/rebel-brand lane.
• Path Water: Aluminum-bottled still and sparkling water marketed on refill/reuse sustainability. Comparable to JUST's aluminum still and Bubbles SKUs, and competing for the same eco-conscious premium buyer.
• LaCroix: Mass-market flavored sparkling water brand owned by National Beverage. Competes with JUST Bubbles in flavored sparkling, though at a much lower price point and significantly broader distribution.
• Polar Seltzer: US-based flavored sparkling water brand with deep retail penetration. Comparable to JUST Bubbles on flavor variety, format, and retail/foodservice channels, though traditional plastic bottle format.

Broad incumbents

• Perrier: Iconic global sparkling water brand under Nestlé Waters. Overlaps with JUST Bubbles on flavored sparkling and hospitality/retail placement, with vastly deeper distribution and marketing scale.
• Evian: Global premium spring water brand owned by Danone. Comparable on natural spring sourcing and premium positioning, with substantially larger retail and DTC infrastructure.

Emerging players

• SodaStream: At-home sparkling water maker owned by PepsiCo. An adjacent alternative to JUST Bubbles: instead of buying canned sparkling, consumers make it at home. Competes for the same sustainability-minded hydration occasions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/JUSTisbetter
• YouTubeyoutube.com/user/JustIsBetter
• Facebookfacebook.com/JUST
• LinkedInlinkedin.com/company/just-goods
• Instagraminstagram.com/just

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds3 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JUST Water