# Liquid I.V.

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/liquid-i-v

- Industry: Consumer Products
- Headquarters: El Segundo, US
- Website: www.liquid-iv.com
- Total disclosed funding: $5M
- Latest round: Series B (Aug 28, 2018)
- Investors on record: 2

## About

Liquid I.V., Inc. is a hydration product company that specializes in rapid hydration solutions. Their innovative offerings are designed to enhance hydration more effectively than water alone, catering to active lifestyles and health-conscious consumers.Liquid I.V. was founded in 2012 by Brandin Cohen and Hayden Fulstone and is headquartered in El Segundo, California, US. The company has engaged in three funding rounds, with the most recent round occurring on September 1, 2020, where they raised USD 5.00 mn from TQ Ventures, bringing the total amount raised to USD 5.00 mn. The company has not undergone significant pivots in its business strategy since its inception.Liquid I.V. specializes in hydration products designed to provide accelerated hydration compared to water alone. Their flagship offering, the Hydration Multiplier®, contains 3x the electrolytes of leading sports drinks and aims to address hydration needs for various activities such as sports, travel, and daily life. Key flavors include Orange Vanilla Dream, Lemon Lime, and Cotton Candy, among others. The products are vegan, gluten-free, and made with non-GMO ingredients, catering to a health-conscious consumer base. Liquid I.V. is sold primarily in the United States, with availability extending to various international markets through online platforms and retail partnerships, targeting active individuals, families, and health enthusiasts.Liquid I.V. generates revenue primarily through direct-to-consumer sales and subscription models. Customers can purchase individual products or opt for subscription services that offer a 30% discount on regular purchases, promoting customer retention and consistent revenue streams. The company’s pricing structure for its Hydration Multiplier® product typically starts at USD 24.99 for a pack of 16 sticks, with lower prices available for subscribers. This transactional model allows Liquid I.V. to cater to a broad market, including retail partnerships and wholesale opportunities, which further diversify its revenue channels. The company emphasizes sustainability in its operations, with initiatives aimed at donating millions of servings to those in need, reinforcing its commitment to social impact alongside financial performance.In September 2020, Unilever Plc agreed to acquire Liquid I.V., Inc. Financial terms of the deal were not disclosed. Looking ahead, Liquid I.V. is focused on expanding its product line with the development of new hydration solutions and flavors, although specific launch dates have not been announced. Additionally, the company plans to broaden its presence in international markets, targeting regions such as Europe and Asia by the end of 2023. The recent funding will support these initiatives, enabling Liquid I.V. to enhance its product offerings and market reach.

## Funding rounds

- Series B, Aug 28, 2018, $5M — CircleUp, TQ Ventures

## Investors

- CircleUp (https://capitalatlas.ai/funds/circleup) — Series B
- TQ Ventures (https://capitalatlas.ai/funds/tq-ventures) — Series B