Skip to content
Free shipping on ALL orders đŸ„ł
Free shipping on ALL orders đŸ„ł

Cure

A functional beverage brand offering hydrating electrolyte mixes with 4x the electrolytes of a sports drink.

  • Female-Founded
  • Clean Ingredients
  • Giving Back
FOUNDER Lauren Picasso
HEADQUARTERS New York, NY
Cure

This collection is empty

View all products

Behind the Brand

Cure Hydration was founded in 2019 by Lauren Picasso. Lauren was an early employee at e-commerce giants Rent the Runway and Jet.com, but with an entrepreneurial dad, Lauren was inspired to start her own company. The idea for Cure came about while Lauren was training for a triathlon; even despite drinking lots of water, she would return from her workouts with headaches and nausea. The water wasn’t enough to replace the electrolytes and sodium she was losing, but Lauren couldn’t find a hydration solution on the market that wasn’t full of added sugar and artificial ingredients. Intrigued by the apparent white space in the category, she decided to dig deeper.

Lauren started doing research on Pedialyte, which had become very popular among adults, and noticed it was a medical-grade product. She looked into the science behind Pedialyte and discovered the World Health Organization formula for Oral Rehydration Solution, which was proven to hydrate as effectively as an IV drip. Lauren decided to recreate the WHO formula — a combination of sodium, potassium, and glucose — using healthier and more premium ingredients like organic coconut water and pink Himalayan salt. She mixed these ingredients together at home, tested them after her workouts, and realized they worked... but tasted terrible. Lauren then hired a formulator who helped her experiment with various fruit juice powders and organic flavors, and after a year of development, they got the taste just right. Lauren bootstrapped Cure for the first nine months and launched a referral campaign with a Peloton bike as the top prize, amassing thousands of customers who later became loyal fans of the brand. Today, Cure is recognized as a leader in the better-for-you hydration space, offering one of the cleanest options on the market for those seeking an electrolyte boost.

Meet the Maker

What has been your most unforgettable moment (good or bad) while building your company? - +

Debuting our rebranded packaging at Expo West in March. It was incredible to see the brand come to life and finally do an in-person event after 2 years of living in the pandemic.

What is your favorite thing to do in your free time? - +

Anything outside. I love to run, swim, bike, hike, ski and play tennis.

What is an essential part of your daily routine? - +

Drinking Cure! Other than that, I always start my mornings by making coffee and taking my dog out for a walk in McCarren Park.

What is your biggest pet peeve? - +

Clutter. I have a hard time concentrating when things are messy.

What is one thing most people don’t know about you? - +

I'm Peruvian!

What do you want to be remembered for? - +

Fighting for the people I care about.

Your Cart ()

Your cart’s looking a little lonely 😱

{variant.name}: {variant.value}

Consumers also ordered...

  • Pure Matcha - Golde - Consumerhaus
    Golde

    Pure Matcha

    $28.00

    Say hello to Golde's cult-favorite superfood for energy + antioxidants. Pure Matcha is sourced from small farms in Uji, Japan for a ceremonial-grad...

    View full details
  • Pure Matcha - Golde - Consumerhaus
    Golde

    Pure Matcha

    $28.00

    Say hello to Golde's cult-favorite superfood for energy + antioxidants. Pure Matcha is sourced from small farms in Uji, Japan for a ceremonial-grad...

    View full details
Subtotal:

taxes calculated at checkout