Feature

Feature 16 mins read

Liquid Assets: The Celebrity Hydration Gold Rush

Water is the new tequila — and everyone from Logan Paul to Michelle Obama is trying to own your thirst.

Hydration used to be a functional category. PepsiCo built it with Gatorade. Coca-Cola responded with Powerade, then doubled down by acquiring BodyArmor for $8 billion. Unilever shelled out a reported $600 million for Liquid I.V. — a packet-based upstart with celebrity investors ranging from Kendall Jenner to

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