Cure was founded by current CEO Lauren Picasso, where when training for a triathlon in 2018, couldn’t find an effective solution for rehydration. Even after consuming tons of water and trying other rehydration products on the market, she still found herself with a headache and not feeling her best. Thus, Lauren set out to create a solution that not only adequately rehydrated, but contained better-for-you ingredients and no added components such as artificial flavors, colors, and sugars. In March 2019, Cure was launched. Taking into consideration the hydration formula developed by the World Health Organization, Cure maintains a precise ratio of glucose and electrolytes that is proven to hydrate three times more effectively and faster than water alone. Cure wants to provide customers with the ultimate foundation for health and well-being.