Beauty / news
Clean and Benefit-Infused Water Brands Rise as Standard Sales Slip
A new wave of 'better' water brands from Loonen to WaterOuai is gaining traction, even as standard bottled water sales dip. The timing aligns with a hydration boom and growing microplastic concerns.
NielsenIQ data shows U.S. standard drinking water sales declined 1.3 percent in 2025, but a niche subcategory of clean, benefit-infused waters is expanding. Founders are betting on wellness-oriented positioning to attract consumers.
Loonen, a San Francisco-based glass-bottled brand, debuted in December with spring-sourced, purified still and sparkling varieties. A six-pack costs about $35 and has already drawn influencer buzz.
WaterOuai, created by Supergoop founder Holly Thaggard and her son Will, launched in May. The canned artesian water, sourced from Texas's Edwards Aquifer, retails at $48 for a 24-pack and skips purification to preserve natural minerals.
Michigan-based oHy, a sparkling hydrogen water brand, entered the market in 2025 with $18 12-packs in six fruity flavors. These newcomers are part of a broader trend fueled by the popularity of electrolyte drink powders and rising awareness of microplastics.
The category's momentum suggests consumers are willing to pay a premium for perceived purity and functional benefits, even as mainstream water sales stagnate. The challenge for these brands lies in standing out in an increasingly crowded market.