In this episode, Lauren Picasso, founder and CEO of Cure Hydration, shares the journey of creating a premium electrolyte drink mix that emphasizes clean ingredients and scientific backing. She discusses the impact of COVID-19 on consumer behavior, the unique benefits of FSA eligibility, and the shift from ready-to-drink products to powdered solutions. Lauren also highlights the role of a medical advisory board in establishing credibility, the value of differentiated retail partners, the success of their subscription DTC model, and her experience fundraising.