Cure
New York, US · Founded 2017 · Delaware corporation · 64 employees on LinkedIn · 11 known investors
Cure produces clean hydration drink mixes and related wellness products, including an Energy mix and a Cure Kids line, sold through retail. The brand is distributed across roughly 21,000 U.S. stores, including retailers like Erewhon, Gelson's, Kroger, Albertsons, and H-E-B.
Also known as Cure Hydration
Founders & leadership
Cure was founded in 2017 by Lauren Picasso.
Investors · 11
Also in the syndicate · 3
Reported raises · per SEC filings
Form D private placements$8.8M disclosed across 7 of 8 rounds · 2018–2024
▶$1.5MraisedSep 2024 · 1 investors · OtherRule 506(b)
- Lauren PicassoExecutive Officer, Director
- Offering amount
- $3M
- Amount sold
- $1.5M
- First sale
- Sep 2024
- Incorporated
- Corporation, Delaware
- Federal exemptions
- 06b
▶$365KraisedAug 2023 · 4 investors · OtherRule 506(b)
- Lauren PicassoExecutive Officer, Director
- Offering amount
- $2M
- Amount sold
- $365K
- First sale
- Aug 2023
- Incorporated
- Corporation, Delaware
- Federal exemptions
- 06b
▶$3MraisedAug 2022 · 25 investors · OtherRule 506(b)
- Lauren PicassoExecutive Officer, Director
- Offering amount
- $4M
- Amount sold
- $3M
- First sale
- Aug 2022
- Incorporated
- Corporation, Delaware, 2017
- Federal exemptions
- 06b
▶$1MraisedFeb 2021 · 6 investors · OtherRule 506(b)
- Lauren PicassoExecutive Officer, Director
- Offering amount
- $2M
- Amount sold
- $1M
- First sale
- Jan 2021
- Incorporated
- Corporation, Delaware, 2017
- Federal exemptions
- 06b
▶$2.6MraisedAug 2020 · 33 investors · OtherRule 506(b)
- Lauren PicassoExecutive Officer, Director
- Offering amount
- $2.6M
- Amount sold
- $2.6M
- First sale
- Aug 2020
- Incorporated
- Corporation, Delaware, 2017
- Federal exemptions
- 06b
▶$25KraisedJul 2019 · 1 investors · OtherRule 506(b)
- Lauren PicassoExecutive Officer, Director
- Offering amount
- $1M
- Amount sold
- $25K
- First sale
- Jul 2019
- Incorporated
- Corporation, Delaware, 2017
- Federal exemptions
- 06b
▶$280KraisedAug 2018 · 12 investors · OtherRule 506(b)
- Lauren PicassoExecutive Officer, Director
- Offering amount
- $500K
- Amount sold
- $280K
- Proceeds to insiders
- $47K
- First sale
- Aug 2018
- Incorporated
- Corporation, Delaware, 2017
- Federal exemptions
- 06b
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Company profile
researched Aug 2026Cure (Cure Hydration) is a New York-based functional beverage company that sells powdered electrolyte drink mixes formulated on the World Health Organization's Oral Rehydration Solution (ORS) standard. Its core hydration line uses coconut water, pink Himalayan salt, lemon juice powder, sodium citrate, organic stevia and monk fruit extract, with no added sugar or artificial sweeteners, colors or flavors. The company states its formula delivers four times the electrolytes of leading sports drinks and that products are Non-GMO Project Verified, certified gluten free, kosher, and FSA/HSA eligible; the FDA classifies the product as a food/beverage rather than a supplement.
The product range spans single-flavor stick-pack boxes (14- and 28-count), variety packs, bulk jars and a starter kit across flavors including Berry Pomegranate, Watermelon, Lemonade, Grapefruit, Tropical Punch, Strawberry Kiwi, Raspberry, Peach Mango, Blood Orange, Lime and Ginger Turmeric. Beyond core hydration, Cure sells a pediatrician-formulated Kids line (Fruit Punch, Pink Lemonade, Mixed Berry, Green Apple, Classic Grape) and an Energy line (Peach Tea, Acai Berry) made with 100 mg of caffeine plus L-theanine. Powder format is used to reduce shipping and refrigeration footprint, with the company stating its stick pack uses 95% less packaging than a plastic bottle and shelf life of 18 months at room temperature.
Cure is supported by a medical and nutritional advisory board, described by the company as all-female and including Dr. Roshini Raj, Dr. Dana Cohen and Brooke Alpert. The brand is positioned as female-founded and majority women-operated.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 3
by search overlapCompanies competing with Cure for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline · 17
launches, deals, and filingsCure was named a 2026 Women's Health Fitness Award winner in the Best Electrolytes category.
Cure announced a launch in 1,227 Target stores nationwide and on Target.com; Watermelon, Strawberry Kiwi and Tropical Punch are listed in the Target beverage aisle.
Cure added pediatrician-formulated Green Apple and Classic Grape flavors to its Kids line, plus a Peach Mango bulk jar.
Cure introduced an Energy drink mix made with 100mg of caffeine and added L-theanine, alongside continued national retail expansion to 21,000 doors.
Cure was again recognized on the Inc. 5000 list, in the year it reached 15,000 doors and launched Cure Kids.
Cure announced a $5.6 million Series A led by Lerer Hippeau with participation from Valedor Partners, Simple Food Ventures, Great Oaks Venture Capital, Joyance Partners, Silas Capital, Kim Clijsters and others, to fund retail expansion, leadership hiring, customer awareness and new product development.
$5.6M source ↗
Cure appointed Laura Kendrick, previously of Highline Wellness and SmartyPants Vitamins, as Chief Marketing Officer.
Cure appointed Stacey Gillespie, previously of Ora Organic and Gaia Herbs, as VP of Innovation.
Cure was recognized on the Inc. 5000 list of fastest-growing US companies while growing to 12,000 doors and scaling into Kroger, Albertsons and H-E-B.
Cure expanded to more than 15,000 US retail doors, adding partners including Sprouts, Albertsons, Kroger, Stop & Shop, Wegmans and H-E-B alongside existing CVS and Walgreens accounts.
Cure introduced Lemonade and Strawberry Kiwi electrolyte flavors and a bulk jar format.
Cure received a 2022 Fitness Award from Women's Health magazine.
Cure unveiled a full brand refresh at Expo West and reached 10,000 retail doors.
With nearly 5,000 doors, Cure entered retailers including Erewhon and Gelson's and deepened its presence in natural and specialty grocery.
Cure reached 4,000 stores and introduced an improved formula while expanding its team.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities · 1
corporate structure▸Research sources · 8
primary sources listed
- Curecurehydration.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Cure do?
- Cure makes plant-based electrolyte drink mixes based on the WHO oral rehydration solution formula, sold online and in US retail.
- Who founded Cure?
- Cure was founded by Lauren Picasso in 2017.
- Who are Cure's investors?
- Cure's investors include Ambush Capital, Eastward Capital Partners, Great Oaks Venture Capital, Joyance Partners, Lerer Hippeau, Wellness Ventures, Beliade, Rocana Ventures.
- How much funding has Cure raised?
- Cure has disclosed $8.8M raised across 7 of its 8 known rounds.
- Where is Cure headquartered?
- Cure is headquartered in New York, US.