Cure Hydration

The core of Cure's product line is a powdered beverage mix based on the World Health Organization's Oral Rehydration Solution (ORS) formula, a scientifically proven standard for treating dehydration that is as effective as an IV drip. Cure updated this formula with plant-based, non-GMO ingredients such as coconut water powder and pink Himalayan salt, and it is free from added sugars, artificial flavors, and sweeteners. The product portfolio includes various electrolyte drink mixes and a line of energizing drink mixes that contain natural caffeine. The company also launched a pediatrician-formulated electrolyte drink mix for children.

Cure Hydration operates on an omnichannel business model, distributing its products through both direct-to-consumer (DTC) online sales and a large retail network. The business is approximately 60% wholesale and 40% e-commerce, with the DTC channel being a key component for building customer loyalty through subscriptions. Since its launch in 2019, the company has seen significant growth, expanding its retail presence from 50 stores to over 21,000, including major retailers like CVS, Walgreens, Kroger, Sprouts, and Albertsons. The company's growth has been fueled by several funding rounds, including a $5.6 million Series A round in April 2023 led by Lerer Hippeau. As of mid-2023, the company has raised a total of $9.88 million.