How does a brand go from something no one understands… to a $1B category leader?

Domonique Brown had a front-row seat. She joined Liquid I.V. as employee #12, when the brand was doing under $20M in revenue. Today, she’s the most tenured employee, having helped scale the company through hypergrowth, acquisition by Unilever, and global expansion.

In this episode, we break down what it actually takes to build and scale a category-defining brand.

We cover:

• What it looked like in the early days (no processes, no playbook)

• How Liquid I.V. built a category from scratch

• The phases of scaling from $20M → $1B+

• Why customer experience is a growth and marketing channel

• How the team continues to experiment and stay ahead

This is a real look at what happens behind the scenes of building a billion-dollar brand.