Cure Hydration Raises $2.6M to Revolutionize Sports Hydration
Cure Hydration, the innovative wellness brand offering a healthier alternative to traditional sports drinks, has successfully closed a $2.6 million seed funding round. The investment will fuel retail expansion and product development for its science-backed electrolyte formulas.
The Inspiration Behind the Brand
Founded by Lauren Picasso, former Jet.com marketing director, Cure Hydration was born from personal necessity. While training for a triathlon, Picasso experienced persistent dehydration despite drinking ample water. Traditional electrolyte solutions like Gatorade proved problematic due to their high sugar content (36g per 20oz serving).
“When I sought healthy, effective electrolyte products, I discovered the market was dominated by sugar-laden options,” Picasso explained. This gap inspired her to develop a superior hydration solution.
Science-Backed Hydration Technology
Cure’s proprietary formula is based on the World Health Organization’s Oral Rehydration Solution (ORS) - a life-saving medical intervention originally developed for cholera patients. The WHO formula is clinically proven to hydrate as effectively as IV therapy.
Key product features:
- Clean ingredients: Coconut water, pink Himalayan salt
- Health-conscious formulation: Organic, vegan, no added sugars
- Convenient format: Powdered mix for on-the-go hydration
- New flavors: Ruby Riot Grapefruit and Laser Focus Matcha
Market Traction and Growth Strategy
Currently available at 4,200+ U.S. retail locations including CVS, Walmart, and Whole Foods, Cure plans to significantly expand its retail footprint with this funding. The direct-to-consumer option offers:
- $20.99 for 14-pack
- $16.79 with subscription (28% savings)
Notably, 1% of proceeds support SheIS, a nonprofit promoting women in sports.
Investor Confidence and Future Plans
The seed round was led by Lerer Hippeau, with participation from:
- M3 Ventures
- Litani Ventures
- Notable angels including Andy Roddick and Nas
“Lauren has brilliantly brought a WHO-approved formula to market without compromising quality,” said Caitlin Strandberg, Principal at Lerer Hippeau. “We’re excited to see Cure reach more health-conscious consumers.”
Looking ahead, Picasso aims to:
- Expand retail distribution
- Develop new products aligned with core scientific principles
- Maintain rigorous standards with guidance from their medical advisory board
Expert-Backed Formulation
Cure’s medical team includes:
- Dr. Roshini Rajapaksa, Gastroenterologist
- Dr. Dana Cohen, Author of “Quench”
- Brooke Alpert, Nutritionist and Author of “The Sugar Detox”
With consumers increasingly prioritizing functional, health-forward products, Cure Hydration is well-positioned to disrupt the $28 billion sports drink market with its clinically validated, better-for-you alternative.
