Emerging hydration brand DryWater is rapidly scaling its presence in the competitive functional beverage market, with projections to reach $100 million in sales by the end of 2026—drawing comparisons to category leader Liquid I.V., now part of Unilever.
Founded in 2024 by Bryan Appio, the startup is transitioning from a D2C-led brand into a mass retail player, with an ambitious plan to expand into over 41,000 retail doors. The rollout includes launches across major chains like Target, Kroger, CVS, and The Vitamin Shoppe, building on early traction in Walmart and Walgreens.
To support this growth, DryWater has significantly scaled its operations, moving into a larger 17,900 sq. ft. headquarters in Irvine, reflecting its rapid expansion from startup to national contender.
At the product level, DryWater is differentiating itself with a clean-label, sugar-free hydration formula powered by its proprietary IsoCell Technology. Unlike many competitors that rely on sugar for nutrient transport, the brand uses natural sweeteners like stevia and monk fruit while incorporating real fruit bases (such as strawberry, mango, and peach). Each serving contains a blend of electrolytes, vitamins, and amino acids, targeting what the company calls “complete cellular hydration.”
The brand recently achieved NSF Certified for Sport status, opening doors to professional athletic partnerships, including its role as a founding partner of League One Volleyball—signaling a strong push into performance and sports-driven marketing.
Industry observers see clear parallels between DryWater and Liquid I.V.’s early trajectory: both leveraged D2C traction before rapidly scaling into big-box retail, with a strong focus on functional benefits and lifestyle branding. However, DryWater is betting on zero-sugar formulations and clean-label positioning as its key differentiators in a more evolved market.
Beyond retail expansion, the company is also targeting underserved segments like women’s sports and wellness-focused consumers, aligning with broader shifts toward performance nutrition and lifestyle hydration.
As the global hydration category continues to blur the lines between sports drinks, supplements, and wellness products, DryWater is positioning itself as a next-generation challenger brand—combining scale ambitions with a clean, science-backed narrative.
