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Female-founded wellness brand is plant-based.
October 15, 2025
By: Melissa Meisel
Cure Hydration—a premium, plant-based hydration brand known for its electrolyte formulas— announced its nationwide launch in Ulta Beauty.
Made with coconut water, pink Himalayan salt and fruit juice powders, Cure’s functional hydration mixes support skin health, mood and overall wellness, making them an essential part of a modern self-care routine, said the company.
“Launching at Ulta Beauty, a retailer that has transformed the way people discover and experience beauty and wellness, is an exciting milestone for Cure,” said Lauren Picasso, CEO and Founder of Cure Hydration. “We’re proud to bring clean, science-backed hydration to a space where consumers already turn for self-care, helping them look and feel their best from the inside out.”
At launch, Ulta Beauty will carry five flavors from Cure’s best-selling Hydrating Electrolyte Drink Mix line, available in a convenient box of six stick packs ($11.99 each) designed for on-the-go hydration. Flavors span from Berry Pomegranate to Strawberry Kiwi.
“We’re excited to welcome Cure Hydration to The Wellness Shop at Ulta Beauty, giving our guests a refreshing new way to bring wellness into their routines,” said Laura Beres, Vice President of Wellness at Ulta Beauty. “Cure’s science-based approach to hydration aligns perfectly with our growing beauty-from-within assortment and reflects the strong consumer demand we see for holistic solutions that support both wellness and beauty.”
This milestone marks a significant step forward in Cure’s rapid trajectory since its 2019 launch. Over the past three years alone, the brand has experienced 561% revenue growth and expanded distribution to over 20,000 retail doors nationwide since inception.
Find Cure Hydration at select Ulta Beauty stores featured within the Wellness Shop or online at Ulta.com. For more information, visit www.curehydration.com.
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