Cure, a functional hydration brand, is entering a new phase of its growth that includes nearly quadrupling its retail presence from 2021, rounding out its leadership team and closing on $5.6 million in Series A funding.
It’s been a hot minute since TechCrunch checked in on the brand — almost three years, actually — which is carving out a unique niche in the $10 billion functional drink mix market that founder and CEO Lauren Picasso told TechCrunch has “exploded” in the past 12 months.
Picasso attributes much of that to consumer behavior toward more environmentally-friendly products, including the ease of using powder versus ready-to-drink liquids, which weigh more to ship and have more packaging.
Hydration is not a new concept (who can forget Read Entire Article
