Just Goods
New York, US · Founded 2013 · Delaware corporation · 1 known investors
Just Goods is a New York bottled water company whose JUST Water brand is sold in plant-based, reduced-emissions bottles.
Also known as Just Goods, Inc. · Just Water · JUST Water
Founders & leadership
Just Goods was founded in 2013 by JADEN SMITH.
Board
Investors · 1
Reported raises · per SEC filings
Form D private placements$11.6M disclosed across 2 rounds · 2017–2018
▶$9.6MraisedAug 2021 · 29 investors · Other TechnologyRule 506(b)
- JADEN SMITHDirector
- NIR LIBERBOIMDirector
- KOSAKU YADADirector
- JIM BRENNANDirector
- LORI HARAMDirector
- KENNETH B. HERTZDirector
- WILL HOLSWORTHExecutive Officer, Director
- JEFFREY KEARLDirector
- Offering amount
- $14M
- Amount sold
- $9.6M
- First sale
- Dec 2018
- Incorporated
- Corporation, Delaware
- Federal exemptions
- 06b
▶$2MraisedOct 2017 · 66 investors · Other TechnologyRule 506(b)
- NIR LIBERBOIMDirector
- KOSAKU YADADirector
- ANDREW FITZGERALDDirector
- JADEN SMITHDirector
- IRA LAUFERExecutive Officer, Director
- KENNETH B. HERTZDirector
- MIGUEL MELENDEZDirector
- Offering amount
- $7.7M
- Amount sold
- $2M
- First sale
- Sep 2017
- Incorporated
- Corporation, Delaware, 2013
- Federal exemptions
- 06b
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Company profile
researched Aug 2026Just Goods, Inc. is a beverage company whose flagship product is JUST Water, natural spring water packaged in reduced-emissions bottles made from renewable plant resources. Its line of business is described as the manufacturing of soft drinks and carbonated waters. The company is owned by actor Will Smith and his son Jaden Smith, who is credited as founder.
In March 2018 the company introduced a range of infused water beverages offered in three unsweetened, certified organic flavors: apple cinnamon, tangerine and lemon, positioned around the brand's wellness appeal. Management has characterized the brand name as standing for "Justice" and the business as extending beyond bottled water.
Founding story
The company was launched by the Smith family, with Jaden Smith credited as founder and Will Smith as an owner. According to CEO Ira Laufer, the family's motivation was not financial returns but social impact; at launch they appointed senior executives and recruited a large team, and the board was composed largely of celebrities and entertainment-industry figures.
Business model
The company manufactures and sells packaged spring water and infused water beverages under the JUST Water brand, operating its own manufacturing line staffed by most of its remaining employees.
Traction
As of early 2018 the company was not profitable, though management said losses had narrowed from earlier levels. Headcount had been reduced from 48 to 16, of whom 11 worked on the manufacturing line.
Latest developments
In March 2018 Just Goods launched a series of infused water beverages in three unsweetened, certified organic flavors. CEO Ira Laufer said the company was not yet profitable but was no longer absorbing its earlier level of losses, and was relaunching. Laufer was scheduled to speak at Calcalist's Mind the Tech conference in New York in March 2018.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Competes in bottled and enhanced water; its former CEO came from premium bottled water brand Fiji Water, and management said it did not want the company's sole purpose to be an eventual sale to a large beverage company such as Pepsi.
Technology
Packaging based on reduced-emissions bottles produced from renewable plant resources.
Go-to-market
Consumers of premium spring water and unsweetened, certified organic flavored waters, positioned around wellness and environmental attributes.
Geography
Headquartered in New York state; press coverage places the company in Glens Falls, New York, with a manufacturing line operated in-house.
History
Sources give differing founding details: one profile states the company was founded in 2013, while press coverage states it was founded in 2015 and headquartered in Glens Falls, New York. Grace Jeon, a former executive of premium bottled water company Fiji Water, served as CEO from the company's launch. Ira Laufer was first approached in December 2016 to advise the company after an investor said it was in trouble; following an evaluation he submitted to the owners, he was offered the CEO role and took the position in May 2017, succeeding Jeon. The company subsequently cut staff from 48 to 16 employees, 11 of them on the manufacturing line, and relaunched, adding infused waters in March 2018.
Risks & controversies
CEO Ira Laufer described the pre-2017 company as unprofitable and "hemorrhaging money," with an inflated cost base including large salaries, bonuses and distribution spending, a board lacking relevant operating experience, and a product priced too low at 99 cents, which he said undermined its perceived value. A majority of the 48-person workforce was let go, leaving 16 employees.
Compiled by commissioned research from 4 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.
Timeline · 3
launches, deals, and filingsJust Goods launched a series of infused water beverages in three unsweetened, certified organic flavors: apple cinnamon, tangerine and lemon.
The company let go most of its 48 employees, retaining 16, of whom 11 worked on the manufacturing line, as part of a restructuring and relaunch.
Ira Laufer took the CEO position in May 2017, succeeding Grace Jeon, who had led the company since its launch and previously was an executive at Fiji Water.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities · 1
corporate structure▸Research sources · 4
primary sources listed
- Smith Family Bottled Water Company Just Goods Reboots - CTechcalcalistech.com · web
4 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Just Goods do?
- Just Goods is a New York bottled water company whose JUST Water brand is sold in plant-based, reduced-emissions bottles.
- Who founded Just Goods?
- Just Goods was founded by JADEN SMITH in 2013.
- Who are Just Goods's investors?
- Just Goods's investors include DGNL Ventures.
- How much funding has Just Goods raised?
- Just Goods has disclosed $11.6M raised across 2 rounds.
- Where is Just Goods headquartered?
- Just Goods is headquartered in New York, US.