NEW YORK — Cure Hydration, a maker of plant-based functional beverages, has secured $2.6 million in a seed funding round led by Lerer Hippeau with additional participation from M3 Ventures; Litani Ventures; Andy Roddick; Nas; Matthew Dellavedova; Philip Krim, co-founder and chief executive officer of Casper; and Nick Green, CEO of Thrive Market.
Founded in 2019, Cure Hydration offers drink mixes made with sustainably sourced, plant-based ingredients, including organic coconut water and pink Himalayan salt. Containing no added sugars, the mixes are sweetened with stevia and monk fruit. The products are based on the World Health Organization standard for Oral Rehydration Solution and are proven to hydrate as effectively as an IV drip, the company said.
Cure Hydration initially launched with three flavors: Wild Thing berry pomegranate, Main Squeeze lemon and Golden Hour ginger turmeric. The brand is now debuting two new flavors: Ruby Riot grapefruit and Laser Focus matcha.
“Whether I was training for a triathlon or sweating it out in hot yoga, recovery was always a challenge,” said Lauren Picasso, founder and CEO of Cure Hydration. “I decided to create a solution that could hydrate effectively but used plant-based ingredients.”
The company plans to use the new capital to scale its team, build customer awareness in the market and develop new beverage mix functions and flavors.
“Now, more than ever, consumers are prioritizing health in their daily lives and looking for products that are not only effective, but better-for-you,” said Caitlin Strandberg, principal at Lerer Hippeau. “Lauren is an exceptional operator, and we've been impressed with her ability to bring a WHO-approved formulation to market without compromising on product quality or efficacy. With this cash infusion and retail expansion, we're excited to see Cure get into even more hands.”
Cure Hydration products are available in 4,200 retail stores nationwide, including CVS, Walmart and Whole Foods Market locations.