Liquid I.V.

One of the top-selling hydration supplement brands in the U.S., operating under Unilever with strong retail and DTC presence

Liquid I.V. is a consumer health and wellness company founded in 2012 and headquartered in El Segundo, California. The brand is best known for its Hydration Multiplier, a powdered electrolyte drink mix that uses a proprietary Cellular Transport Technology (CTT) formulation inspired by the World Health Organization's Oral Rehydration Solution guidelines. The product line has expanded to include energy, sleep, and immunity-focused drink mixes, all sold in single-serve stick packs through retail and direct-to-consumer channels. Acquired by Unilever in 2020, Liquid I.V. operates as a standalone brand within Unilever's portfolio and has grown into one of the leading hydration supplement brands in the United States. The company distributes through major retailers including Costco, Target, Walmart, and Amazon, as well as its own e-commerce platform. Its rapid growth has been driven in large part by a robust digital marketing and influencer strategy, leveraging social media, podcast sponsorships, and performance marketing to reach health-conscious consumers. As a major advertiser and digitally native brand, Liquid I.V. is notable in the marketing and media landscape for its heavy investment in direct-to-consumer advertising, influencer partnerships, and content-driven campaigns. The brand's marketing approach—centered on social proof, user-generated content, and omnichannel retail media—makes it a prominent example of a CPG brand that scaled primarily through modern digital advertising channels.