The Founding Vision: The Rise of Liquid I.V.
The story of Liquid I.V. began with entrepreneur Brandin Cohen, who founded the company in 2012 in Los Angeles, California. Cohen's inspiration came from recognizing a market gap after observing professional athletes using Pedialyte, a product meant for infants, to stay hydrated. He sought a more effective and cleaner hydration solution for adults. His research led him to Oral Rehydration Therapy (ORT), a medical technology developed by the World Health Organization to combat severe dehydration.
By leveraging the science of ORT with a proprietary blend known as Cellular Transport Technology (CTT), Cohen created a product that delivers water and other key nutrients into the bloodstream more efficiently. The early days involved grassroots promotion in local Los Angeles stores, but the brand quickly gained traction through strategic retail partnerships, including with Whole Foods. Its success attracted influential investors, notably Justin Bieber, which helped to boost the brand's visibility significantly. A strong philanthropic mission, including a 1-to-1 giveback program, also resonated deeply with consumers from the start.
The Game-Changing 2020 Acquisition by Unilever
In September 2020, Liquid I.V. was acquired by the British multinational consumer packaged goods company, Unilever. This was a major strategic move for both companies. For Liquid I.V., it meant access to a massive global distribution network, significant resources, and capital to scale its operations exponentially. For Unilever, the acquisition bolstered its fast-growing Health & Wellbeing business unit with a leading, purpose-driven hydration brand. The acquisition price was reportedly around $500 million. Despite the change in ownership, Brandin Cohen remained on board as CEO, and the brand continues to operate with a focus on its original mission.
Strategic Reasons for the Acquisition
- Market Position: Liquid I.V. had already established itself as a leader in the powdered hydration category, giving Unilever an immediate and dominant foothold in a fast-growing market segment.
- Growth Potential: The brand demonstrated explosive growth potential, quadrupling in size since its acquisition and continuing to post double-digit growth.
- Innovative Product Portfolio: Liquid I.V.'s diverse product range, which includes Hydration Multiplier, Immune Support, and Energy formulas, aligned with Unilever's strategy to invest in functional, health-focused brands.
- Purpose-Driven Mission: The brand's commitment to social impact through its giveback program resonated with Unilever's own corporate responsibility goals.
Global Expansion and Enhanced Manufacturing
Under Unilever's ownership, Liquid I.V. has not only expanded its international presence but has also centralized and optimized its manufacturing processes. In March 2024, Unilever announced a major investment of over $80 million to expand its existing facility in Jefferson City, Missouri, specifically for Liquid I.V. production. This expansion included new automated packaging lines and blending rooms to meet soaring demand. The first products from this new, dedicated production line began rolling out in July 2025, marking a new chapter in the brand's manufacturing story. This move ensures a more resilient supply chain and greater efficiency, solidifying Unilever's control over the production of Liquid I.V. products in the US.
A Comparison: Liquid I.V. Before and After Unilever
| Feature | Pre-Unilever Acquisition | Post-Unilever Acquisition |
|---|---|---|
| Ownership | Founded and led by Brandin Cohen | Owned by Unilever; Cohen remains CEO |
| Manufacturing | Produced by contract manufacturers | Primarily manufactured at Unilever’s expanded Jefferson City, MO, plant |
| Distribution | Strong retail partnerships (e.g., Whole Foods, Target) and DTC sales | Vast global network, leveraging Unilever’s extensive international reach |
| Scale | Rapidly growing startup, gaining market recognition | Massive global scale, part of a multibillion-dollar portfolio |
| Financial Resources | Raised funding from private and celebrity investors | Backed by the financial power and strategic resources of Unilever |
| International Presence | Primarily US-focused | Expanded to international markets like Canada, Australia, and the UK |
Conclusion: The Powerhouse Behind the Hydration Leader
To answer the question of who makes Liquid I.V. products, the simple answer is Unilever. The multinational conglomerate owns the brand, oversees its global strategy, and manages its large-scale production from facilities like the one in Jefferson City, Missouri. However, the legacy of its founder, Brandin Cohen, and the brand's original mission-driven ethos remain an integral part of its identity. The acquisition by Unilever has transformed Liquid I.V. from a thriving health startup into a global hydration powerhouse, demonstrating how a strategic partnership can amplify a brand's impact and reach. For more information on Unilever's portfolio, visit their brand page.
The Evolution of Liquid I.V. Manufacturing
Initially, like many growing startups, Liquid I.V. relied on external contract manufacturers to produce its products. This approach allowed the company to focus on brand building, marketing, and securing retail partnerships in its early years. As demand grew, maintaining supply chain resilience became a critical factor for sustained growth. Unilever's acquisition addressed this challenge directly by bringing production in-house and making a significant capital investment to build dedicated manufacturing capabilities. The move to a centralized Unilever facility in Missouri is a testament to the brand's success and its importance within Unilever's overall strategy. This allows for greater quality control, efficiency, and the ability to innovate faster to meet evolving consumer needs.
