Electrolytes moved from the sports sideline to the daily routine, and this directory tracks the brands behind that shift. It includes sports giants Gatorade and Powerade, powder specialists Liquid I.V., LMNT, Cure Hydration, DripDrop and Nuun, and newer names like Hydrant, Hux Health, Buoy Health and Beam Minerals. Fast&Up covers India. Studying their ads shows how brands separate themselves by sodium content, sugar level, science credentials and use case, from workouts to hangovers to travel.
Beam Minerals is a Prescott-based liquid mineral supplement brand founded in 2019 that offers fulvic (Electrolyze) and humic (Micro-BOOST) mineral complexes derived from ancient plant matter. The brand targets the functional medicine and keto community with cellular hydration and micronutrient absorption positioning. Also searched as Beam.
Buoy Health (now operating as justaddbuoy.com) is a San Diego-based electrolyte drops brand founded in 2017. Its unflavored drops can be added to any beverage, delivering electrolytes and 87+ trace minerals without altering taste. After a Shark Tank appearance and $3.7M raised (investor: Chris Paul), it distributes DTC and on Amazon. Also searched as Buoy.
Cure Hydration is a New York-based electrolyte powder brand founded in 2019 by Lauren Picasso (ex-Jet.com, Harvard MBA). Its coconut water-based formula follows WHO Oral Rehydration Solution science and targets women athletes and wellness consumers. Available at Target, Whole Foods, and Amazon alongside DTC. Also searched as Cure.
DripDrop is an Oakland-based electrolyte brand founded in 2008 by Dr. Eduardo Dolhun, a physician who developed the formula after witnessing cholera outbreaks in Guatemala. The ORS-grade sachets are used by the US military, FEMA, and hospitals. The brand pivoted to consumer DTC with strong subscription retention while maintaining its clinical credibility story.
Fast&Up is an Indian sports nutrition brand selling supplements, electrolytes, and recovery products aimed at athletes and active consumers. The brand sells online and through retail partners across India, advertising across Meta placements.
Gatorade is a sports drink brand owned by PepsiCo, known for its electrolyte-replenishment beverages and broader sports nutrition line including bars, gels, and protein products. Founded in 1965 at the University of Florida, it holds one of the largest market shares in the global sports drink category and is a longtime sponsor of professional and collegiate athletics. Gatorade advertises across Meta placements as part of its consumer marketing.
Hux Health is a UK wellness brand founded in 2020 focusing on electrolyte hydration tablets and performance-oriented supplements. The brand targets active men with science-backed hydration products designed to support muscle function and physical performance. Products are sold DTC, through Amazon UK, and via specialist wellness retailers including Counter Culture Store. Also searched as Hux.
Hydrant was founded in 2018 in New York City by John Sheridan, who developed the electrolyte formula based on sports physiology research conducted at Oxford University. The brand makes electrolyte drink mixes and competes in the fast-growing hydration category against Liquid I.V. and LMNT.
LMNT is a Missoula-based zero-sugar electrolyte brand co-founded by paleo author Robb Wolf and Luis Villasenor in 2018. Formulated for keto and low-carb athletes, it contains 1000mg sodium per sachet — far above competitors. The brand scaled almost entirely through podcast sponsorships (Huberman Lab, Peter Attia) and a free sample DTC funnel, with no retail distribution.
Liquid I.V. is an LA-based hydration multiplier brand founded in 2012 by Brandin Cohen. Its CTT-powered electrolyte powder sachets claim to deliver 2-3x more hydration than water. Acquired by Unilever in 2020, it reached $100M+ revenue via influencer seeding, Costco placement, and a buy-one-donate-one charitable model.
Nuun is a Seattle-based electrolyte brand founded in 2004 that invented the effervescent hydration tablet format, separating electrolyte replacement from the carbohydrates that dominated sports drinks at the time. Acquired by Nestlé Health Science in 2021, Nuun remains the category pioneer.
Powerade is a sports drink brand owned by The Coca-Cola Company, offering electrolyte beverages positioned as a direct competitor to Gatorade in the sports hydration category. It is sold widely through grocery, convenience, and retail channels in multiple flavor and formulation lines, including zero-sugar options. Powerade advertises across Meta placements as part of its beverage marketing.
smartwater (glaceau.com) is a Coca-Cola-owned premium vapor-distilled electrolyte water brand founded in 1996 by Glacéau (Energy Brands). Known for its tall bottle form factor and Jennifer Aniston ambassador campaigns, smartwater established DTC subscription options under Coca-Cola's direct channel expansion during the pandemic. It remains primarily a mass-retail brand with DTC as a supplementary channel. Also searched as Smartwater.
Each brand picks a use case and a proof point. Liquid I.V. targets mainstream shoppers who want tasty hydration for travel, workouts and recovery. LMNT speaks to low-carb and performance-minded people who care about sodium and zero sugar. DripDrop draws on its clinical and oral rehydration background, and Cure Hydration pairs natural, coconut-based ingredients with a focus on women athletes. Nuun pioneered the effervescent tablet and still speaks to runners and cyclists who want sugar-free hydration. Hydrant and Hux Health stress science and performance, while Buoy Health sells taste-free drops that can go in any drink. Traditional sports drinks such as Gatorade and Powerade rely on athlete sponsorship and mass brand awareness. Challengers rely on creator content, ingredient comparisons, flavor reviews, stick-pack demos and subscribe-and-save bundles. Many ads contrast sugar-heavy sports drinks with cleaner formulas, so look for how each brand defines the enemy.
Identify the occasion. Is the ad about a long run, a hot day, a flight, a night out, a keto diet or a sick day? Occasion-based hooks are easy to test, and brands that run many of them are exploring where demand sits. Compare proof. Some brands cite formulas based on rehydration science, others athletes, creators or flavors. Notice how LMNT, DripDrop and Cure Hydration each justify their formulation differently. Check how ads handle sugar, sodium and ingredient lists, since these are the main points of comparison for informed buyers. Look at the format and the offer: sample packs, variety bundles and subscription discounts are standard. Also watch for retail messaging, such as where a brand can be found in stores. Beam Minerals targets functional-medicine and keto audiences with a more educational tone, which shows how the same category can speak to very different buyers.
They tie products to specific occasions such as workouts, travel and recovery, then back claims with formulas, creator content and flavor reviews. Many offer variety packs and subscriptions. Open each brand page to compare the claims on sodium, sugar and taste, and see which hooks repeat across creators and formats.
Liquid I.V. leans on tasty everyday hydration, LMNT on high sodium and zero sugar for low-carb and performance users, and Nuun on sugar-free tablets for active people like runners and cyclists. Reading their ads together shows how each one justifies its formula, whether through sodium content, hydration science or taste.
Gatorade and Powerade use athlete partnerships and broad brand campaigns. Newer electrolyte brands lean on creators, ingredient transparency and targeted use cases. Comparing the incumbents with challengers shows why new brands often name sugar and artificial ingredients directly in their headlines.
Cure Hydration speaks to women athletes and wellness consumers, Hux Health to active men, and Fast&Up to active consumers in India. Beam Minerals targets functional-medicine and keto followers. The directory shows their ad history, so you can compare how each tailors tone, proof and use case to its own audience.
Search and save ads from every brand above across Facebook, Instagram, TikTok and more.
See all ads on AdLibrary →