Liquid I.V. is a Los Angeles–based brand that claims to provide hydration support through powdered drink mixes. Its product lineup centers on electrolyte-based formulas positioned for everyday hydration, energy support, immune support, and kid-friendly use cases, with options that include both standard and sugar-free variations.
At the formulation level, the brand emphasizes electrolyte blends paired with carbohydrates intended to support fluid absorption and hydration efficiency. Its products might help address common hydration-related challenges such as fluid loss from exercise, travel, heat exposure, or daily activity, as well as low-energy or immune-support needs.
In this review, we will discuss the brand’s approach to hydration science, product structure, and positioning within the broader functional drinks market. We also consider the brand’s advantages and limitations, alongside how users describe their experiences with taste, usability, and perceived hydration benefits over time.
About Liquid IV
Liquid I.V. is focused on hydration products formulated as powdered drink mixes. The company centers on hydration support while also integrating environmental and social initiatives into its operating model. It has expanded the market for powdered electrolyte mixes by positioning them as a functional option, emphasizing convenience, portability, and formulation-driven performance.
The brand’s core product is Hydration Multiplier®, an oral rehydration option formulated to improve fluid absorption compared with water alone. It describes its formulation approach as LIV HYDRASCIENCE™, which addresses hydration across intake, absorption, retention, and distribution. The formulations combine electrolytes such as sodium and potassium with carbohydrate- or amino-acid–based systems intended to facilitate water uptake in the small intestine.
Liquid I.V.’s product portfolio extends the core hydration mix into multiple functional variants. These include Hydration Multiplier®, Hydration Multiplier® Sugar-Free, Hydration Multiplier® + Energy, Hydration Multiplier® + Immune Support, and Energy Multiplier® Sugar-Free. Variations incorporate different ingredient profiles, such as natural caffeine, vitamin C, beta-glucan, or zero-sugar formulations, while maintaining a consistent powdered format. The range is offered across multiple flavors, variety packs, and kid-oriented products.
The official site also shares hydration-related studies and collaborates with academic and scientific advisors in areas such as nutrition, exercise physiology, and metabolism. The brand references the use of standardized testing methods, including Beverage Hydration Index protocols and exercise-induced dehydration studies, to aid in formulation decisions. These efforts are positioned to support product development and differentiation, though outcomes and applicability may vary depending on individual use and context.
Liquid IV Offerings
Hydration Multiplier
Liquid I.V. Hydration Multiplier combines electrolytes, carbohydrates, and water, intended to support optimal fluid absorption. Sodium may help your body’s natural water absorption processes in the small intestine, while potassium regulates fluid levels within cells.
Hydration Multiplier also contains a blend of vitamins, including vitamin C and B vitamins (B3, B5, B6, and B12), which aid in normal energy metabolism and cellular function. These nutrients are included to support wellness and do not function as stimulants.
Carbohydrates in the form of cane sugar and dextrose are included to support hydration efficiency. Glucose works in tandem with sodium through sodium-glucose transport pathways in the gut, helping move water into the bloodstream more effectively.
The formula also includes citrate salts and citric acid that could help maintain mineral balance and support flavor stability, along with potassium citrate and sodium citrate to provide additional electrolyte support. Dipotassium phosphate provides an additional source of potassium, while silicon dioxide ensures the powder remains free-flowing and easy to mix with water.
Hydration Multiplier is available in a broad range of flavors, including Açai Berry, Arctic Raspberry, Concord Grape, Cotton Candy, Golden Cherry, Grapefruit, Guava, Lemon Lime, Mango, Orange Vanilla Dream, Passion Fruit, Pear, Piña Colada, Popsicle® Firecracker, Seaberry, Strawberry, Strawberry Lemonade, Tropical Punch, Watermelon, and Variety Packs.
Energy Multiplier
Energy Multiplier may support hydration and energy. It could help in fluid uptake while providing a controlled, functional boost in alertness. The foundation of the formula is a targeted electrolyte system that includes sodium, potassium, and magnesium. Sodium and potassium support cellular fluid balance, while magnesium may aid in electrolyte stability and muscle function.
Instead of sugar, the formula contains a proprietary allulose-based blend paired with stevia leaf extract. Allulose is a naturally occurring rare sugar that provides sweetness without the metabolic impact of glucose, allowing the drink to remain low-calorie and sugar-free.
Energy support comes from approximately 100 mg of natural caffeine sourced from coffee fruit extract. Unlike synthetic caffeine, coffee fruit extract delivers caffeine alongside naturally occurring phytonutrients. To help create a smoother, more balanced energy experience, the formula includes L-theanine, which may aid in focus and mental calm when paired with caffeine.
CognatiQ®, a standardized coffee fruit extract, is included to support cognitive performance and sustained attention. Rather than increasing caffeine levels, this ingredient works alongside the existing caffeine content to support mental clarity. The formula also contains a blend of B-vitamins, including niacinamide, pantothenic acid, B6, and B12, which support normal energy metabolism at the cellular level. Vitamin C is included for its potent antioxidant properties and to support during periods of physical or mental demand. Additional amino acids, including L-glutamine and L-alanine, are also included by the makers to complement hydration and recovery.
Hydration Sugar-Free Energy Multiplier is vegan, gluten-free, dairy-free, and non-GMO. Caffeine sensitivity and hydration needs vary, and results may differ based on your usage, activity level, and diet. This product is not intended to replace sleep, nutrition, or medical care. As per the official site, the Energy Multiplier is available in blackberry lemonade, pomegranate punch, and strawberry kiwi flavors.
Hydration Multiplier Kids
Hydration Multiplier Kids may support everyday hydration needs with a formula specifically said to be made for children. It contains sodium and potassium that may work together to support optimal fluid balance.
The makers added dipotassium phosphate, which may aid in electrolyte stability. The formulation also has B3, B5, B6, and B12, which support normal energy metabolism as part of a balanced diet. Vitamin C is included for its antioxidants and their role in supporting fitness goals.
Hydration Multiplier for Kids is said to be free from caffeine, artificial sweeteners, dairy, gluten, and genetically modified ingredients. It is available in different flavors, including Crisp Apple, Concord Grape, Tropical Punch, and Cotton Candy.
Liquid IV Advantages
Unilever Portfolio Brand Status
Liquid I.V. claims formal portfolio brand status following its acquisition by Unilever in October 2020. Since the acquisition, the brand has been integrated into Unilever’s Health & Wellbeing Collective, a business unit focused on vitamins, minerals, supplements, and functional nutrition. Within this group, the brand claims to have become a priority growth platform, reflecting active strategic support rather than passive ownership.
Liquid I.V. claims access to Unilever’s established enterprise capabilities across ingredient sourcing, large-scale manufacturing, regulatory compliance, food safety governance, and quality assurance systems. These capabilities are positioned as enabling standardized processes, consistent oversight, and supply chain reliability that are typically difficult for standalone hydration brands to achieve independently.
Unilever provides enterprise capabilities in ingredient sourcing, manufacturing, regulatory compliance, and quality assurance, enabling scale beyond standalone operations. The brand receives active investment, including over $80 million to modernize the Jefferson City, Missouri, facility with automated lines for its production within Unilever’s nutrition network.
Youth-Focused Brand Approach
Liquid I.V. claims to intentionally position itself as a lifestyle-focused hydration brand for younger consumers, particularly Gen Z and millennials. Over time, the brand has shifted away from performance or endurance-oriented messaging toward everyday use cases that reflect how younger audiences live and socialize. Hydration is framed as relevant to workouts, travel, campus routines, festivals, pool days, and social recovery, rather than as a specialized tool for elite athlete needs.
The brand claims a digital first strategy centered on platforms where younger consumers spend the most time, including TikTok, Instagram, and YouTube. The brand prioritizes creator-led content that features fitness influencers, student athletes, and lifestyle creators using the product in informal, everyday settings. This peer style approach avoids expert endorsements and instead focuses on authenticity, behind the scenes usage, and habitual routines, aligning with preferences for relatability over authority. User generated content and community driven hashtags are used to normalize daily consumption further.
Flavor development and packaging design reinforce this youth oriented positioning. Liquid I.V. claims to introduce playful, novelty driven flavors that differ from traditional sports hydration profiles, such as Cotton Candy, Popsicle Firecracker, Hot Chocolate, and Orange Vanilla Dream. These flavors are supported by vibrant, visually distinctive packaging designed to perform well in social media posts and short-form video content, encouraging sharing and discovery among younger audiences.
Liquid IV Limitations
Stagnant Innovation Pace
Liquid I.V. has maintained a largely consistent hydration framework since the launch of its flagship Hydration Multiplier in 2012. While the product lineup has expanded, most changes reflect new flavors and line extensions rather than substantive advances in formulation, delivery method, or scientific approach. More recent introductions, including sugar-free and energy- or sleep-adjacent variants, continue to rely on the same core hydration architecture instead of introducing new mechanisms or technologies.
The brand continues to center its positioning on established oral rehydration science, with limited indication of brand-specific research supporting differentiated outcomes for newer extensions beyond hydration. Products associated with energy, focus, or sleep appear to draw credibility from the existing hydration model rather than from dedicated clinical studies tied to those adjacent use cases. This approach limits signals of forward-looking innovation when compared with competitors that emphasize personalization, alternative delivery formats, or novel hydration-adjacent technologies to demonstrate ongoing evolution.
Weak Sustainability Initiatives
Liquid I.V. communicates clear and meaningful social impact efforts, particularly its commitment to supporting access to clean drinking water. These initiatives are easy for consumers to understand and align well with the brand’s mission-driven messaging. However, from an environmental sustainability standpoint, the brand’s efforts appear less defined and less transparent, especially given its scale and distribution reach.
Most of the brand’s products are packaged in single-use stick packs, which offer convenience but contribute to ongoing plastic waste. While the brand uses recyclable cartons and has introduced alternative materials in select cases, these improvements are not applied consistently across the full product range. There is limited public information outlining plans to reduce overall packaging volume, introduce refill options, or meaningfully move away from single-use formats as the brand continues to grow.
Transparency also remains an area of concern. The company does not regularly share clear, brand-specific environmental targets or progress updates, such as packaging reduction goals, recycled content benchmarks, carbon footprint data, or timelines for improvement. Although broader corporate sustainability commitments may exist at a parent-company level, the lack of clearly reported brand-level progress makes it difficult to assess real environmental impact.
Liquid IV Alternatives
LMNT
Drink LMNT and Liquid I.V. diverge in how they define the primary constraint on hydration and in the assumptions they make about diet, metabolism, and consumer behavior.
The brand Drink LMNT’s formulation delivers a fixed electrolyte profile, with around 200 mg of potassium,1,000 mg of sodium, and 60 mg of magnesium, without variation across products. Hydration is framed as a baseline physiological requirement driven by electrolyte availability, with emphasis on nerve signaling, muscle contraction, cardiovascular stability, and fluid balance. Liquid I.V., by contrast, is structured around the assumption that mild to moderate dehydration is widespread and that inefficient fluid absorption is a common limiting factor. The brand positions its LIV HYDRASCIENCE™ platform, which may support fluid movement and faster hydration.
LMNT prioritizes electrolyte density and metabolic neutrality. It intentionally excludes sugar, artificial sweeteners, vitamins, caffeine, and functional additives, reinforcing a single-purpose intervention model. Liquid I.V. prioritizes versatility and accessibility through a segmented product portfolio. Its offerings include sugar-containing hydration products, sugar-free alternatives, energy variants with added caffeine, immune-support formulations with additional micronutrients, and kid-specific products.
The brands also differ in how they engage with scientific authority. LMNT adopts a contrarian, education-first posture, publishing long-form, citation-driven critiques of mainstream sodium guidance and focusing on electrolyte needs in specific dietary and athletic contexts. Liquid I.V. aligns more closely with established hydration science, referencing dehydration thresholds, performance impairment research, clinical testing, and advisory input, while emphasizing proprietary technology rather than challenging public health consensus. LMNT emphasizes simplicity, consistency, and transparency, using its single-formula approach. Liquid I.V. emphasizes scale, palatability, and social impact, integrating hydration aid, clean water initiatives, and sustainability goals into its brand identity alongside hydration efficacy.
Liquid I.V.’s sugar-containing products are available under the Hydration Multiplier line, which uses glucose as the carbohydrate carrier alongside electrolytes and added vitamins to support absorption, retention, and distribution. Variants include Hydration Multiplier® + Energy, which adds 100 mg of natural caffeine, and Hydration Multiplier® + Immune Support, which provides for immune-focused micronutrients such as vitamin C and beta-glucan while retaining the same sugar-based hydration system.
Sugar-free offerings are sold under the Hydration Multiplier® Sugar-Free line. These formulations remove sugar and artificial sweeteners and instead use an amino-acid–based system combined with allulose to support hydration without glucose. Other formulations include Hydration Multiplier® Sugar-Free + Energy, which pairs the sugar-free option with caffeine.
Liquid I.V. also offers Kids Hydration Multiplier®, formulated with lower electrolyte intensity and child-appropriate flavor profiles. This reinforces a segmented portfolio in which sugar presence and functional additives define distinct products.
LMNT does not highlight its offerings by sugar content or function. All LMNT products, including flavored powder stick packs and sparkling ready-to-drink cans, use the same sugar-free electrolyte formulation delivering 1,000 mg sodium, 200 mg potassium, and 60 mg magnesium per serving, without carbohydrate-based absorption systems or functional extensions.
Skratch Labs
Skratch Labs is often mentioned alongside Liquid I.V. in hydration comparisons. While both brands provide powdered hydration products, they are built to support different physiological concerns. Skratch Labs claims to address hydration and energy, particularly managing gastrointestinal distress, dehydration, and performance decline. Liquid I.V., by contrast, might help address everyday dehydration by supporting fluid absorption, flavor appeal, and convenience.
Skratch Labs approaches hydration through exercise physiology under sustained physical load. Its formulations are intentionally restrained in sweetness, built with simple ingredients. Liquid I.V. focuses on making products that could help increase your daily water intake. These underlying assumptions drive fundamentally different product designs.
The formulation strategy further separates the two brands. Skratch Labs uses a modular, task-specific approach. The Hydration Sport Drink Mix provides light carbohydrates and electrolytes for moderate to long-duration exercise. The Unsweetened Hydration Sport Drink Mix removes carbohydrates. For extreme endurance demands, the Super High-Carb Sport Drink Mix provides complex carbohydrates to allow sustained intake without gastric overload. The Electrolyte Booster enables sodium intake to be scaled independently in high-heat or high-sweat environments. Liquid I.V., by comparison, centers its hydration products on the LIV HYDRASCIENCE™ framework, pairing electrolytes with either glucose-based or amino-acid–based absorption systems and then layering in vitamins, caffeine, or immune-support ingredients depending on the variant.
Skratch Labs offers Energy Chews, Energy Bars, and a DIY Gel Making Kit that allows you to customize liquid fuel. Recovery is handled separately through Recovery Sport Drink Mix products that combine carbohydrates, protein, and electrolytes for post-exercise repair. Liquid I.V. consolidates hydration and functional benefits into single formulations, positioning hydration itself as the delivery system for energy, immune support, or sugar-free performance. This simplifies use but reduces precision for endurance-specific needs.
Skratch deliberately limits sweetness to prevent flavor fatigue and gastrointestinal discomfort during prolonged exertion, using subtle flavors. Liquid I.V. prioritizes bold, highly palatable flavors designed to encourage fluid intake in everyday scenarios. This makes Liquid I.V. more suitable for lifestyle hydration, while Skratch Labs is optimized for repeated intake under physical stress. Skratch Labs is best understood as a performance-first option where hydration is inseparable from sustained physical output and fueling precision matters.
Pros
- Claims to provide scientifically grounded hydration support.
- Provides a convenient, on-the-go format.
- Highlights various flavors like strawberry lemonade and Lemon Lime, which may support consistent hydration.
Cons
- Premium pricing as compared to other similar brands in the market.
- Highlights extensive categories (Energy, Immune, Gut Health, Sleep) but no comprehensive nutrition profile details.
- Emphasizes hydration over balanced sports nutrition.
How Did We Evaluate?
Brand Reputation
To evaluate brand reputation, we reviewed Better Business Bureau and Trustpilot. The BBB highlights that Liquid I.V. is not BBB-accredited and currently holds an F rating. Over the past years, several complaints were filed, with some listed as unanswered. Most complaints involve shipping delays, subscription cancellations, billing issues, and difficulty contacting customer support. There are no widespread claims of fraud or product safety concerns.
Some customers report that issues were eventually resolved through refunds or replacements, while others describe long response times or no resolution at all. This indicates that Liquid I.V.’s primary reputation challenges relate to customer service responsiveness and order fulfillment.
To understand customer experiences in more detail, we also reviewed Trustpilot feedback. Liquid I.V.’s Trustpilot profile is unclaimed and includes 17+ total reviews, with a 2.5 out of 5 TrustScore. Many highlight product effectiveness, particularly for hydration support and electrolyte replenishment. However, there was a consistent mention of shipping delays, subscription problems, billing charges without delivery, and a lack of customer support responses. Several users also report difficulty canceling subscriptions or updating orders. Some also mention receiving damaged or hardened hydration packets, indicating possible quality control issues.
Real User Reviews
To evaluate real customer experience, we analyzed publicly available Amazon reviews across several of the brand’s hydration products, including the Hydration Multiplier, Hydration Multiplier Variety Packs, and flavored options such as Tangerine and Immune Support.
The Liquid I.V. Hydration Multiplier holds a 4.6 out of 5 rating, which is based on 273,650+ global reviews. Most customers report fast and noticeable hydration benefits, especially during dehydration caused by heat, exercise, travel, and hangovers. Many state they experience improved energy, fewer headaches, reduced muscle cramps, and faster recovery within 15 to 30 minutes of use. Flavor feedback is generally positive, with users describing it as more enjoyable and less artificial than traditional sports drinks, though preferences vary by flavor. The most common criticism involves sugar content, which some users feel is too high or too sweet, leading them to dilute packets or use partial servings. Price is another frequent concern, with many describing the product as effective but expensive.
The Hydration Multiplier Variety Packs also hold a 4.6 out of 5 rating, based on 5,910+ global reviews. Customers appreciate the convenience of multiple flavor options and report that the variety encourages increased water intake. Reviews frequently mention reliable hydration after workouts, outdoor labor, or long days, along with a mild energy boost that does not feel overstimulating. Taste is described as strong but generally pleasant, with many users adding extra water to reduce sweetness.
The Tangerine and Immune Support versions receive slightly higher ratings, with the Tangerine flavor holding a 4.7 out of 5 rating from 24,630+ reviews. Customers often report effective hydration along with added benefits during illness, travel, or periods of immune stress. Reviewers commonly mention reduced nausea, faster recovery after alcohol consumption, and improved hydration in hot weather. Flavor feedback is largely positive, with Tangerine frequently described as refreshing and not overly salty, though some users still find it sweet. Opinions on value remain mixed, with some viewing the product as worth the price for consistent results and others considering it overpriced.
Across all Liquid I.V. products, customer satisfaction appears to be high. Common strengths include fast hydration, noticeable physical benefits, portability, ease of use, and flavors that compare favorably to traditional electrolyte drinks. Repeated concerns focus on high sugar content, sweetness intensity, and premium pricing. Liquid I.V. delivers reliable hydration performance, with individual satisfaction largely influenced by taste preference, sugar tolerance, and cost sensitivity.
Frequently Asked Questions
Yes, the brand claims that its formulations are vegan and gluten-free. They claim to use plant-based ingredients, such as cane sugar (standard formulas), dextrose/glucose, citric acid, and added vitamins, and contain no animal-derived components, and are tested per batch to meet FDA gluten-free standards (<20 ppm). They are also said to be dairy-free and soy-free, though not always vegan-certified.
Yes. The brand claims that Hydration Multiplier® contains sugar; Hydration Multiplier® Sugar-Free uses allulose. Energy Multiplier, including Yuzu Pineapple and Mango Tamarind, contains 11 grams of sugar per serving.
The brand positions its formulations, such as Hydration Multiplier®, primarily for aerobic and endurance-oriented activities such as jogging, cycling, and swimming. It highlights its LIV HYDRASCIENCE™ formulation, which is described as supporting faster hydration. The messaging focuses on practical hydration efficiency for everyday endurance activity and recovery, without extending claims to elite athletic performance, competitive advantage, or clinical rehydration equivalence.
Final Words
Liquid I.V. may aid in situational hydration, designed around electrolyte delivery combined with absorption-enhancing components that work on sodium–glucose mechanisms. This approach may improve hydration efficiency during periods of elevated fluid loss, such as intense physical activity or excessive heat exposure.
The brand’s formulations include sodium, potassium, and carbohydrates, primarily cane sugar and dextrose, to facilitate active water uptake. It claims to aid in faster perceived rehydration, reduced fatigue, and improved recovery when its offerings are used during workouts, long flights, outdoor heat exposure, or after dehydration from illness or alcohol. Liquid I.V. positions itself as a hydration aid rather than a stimulant, performance enhancer, or comprehensive sports nutrition brand.
Limitations are primarily related to formulation scope and sugar content. Regular use may not be appropriate if you have blood sugar concerns, low-carbohydrate dietary patterns, or if you are consuming multiple servings per day. Higher-dose B vitamins could also feel overstimulating, particularly if consumed later in the day. The brand prioritizes hydration efficiency over full electrolyte replacement or endurance fueling, which limits its usefulness for prolonged, high-intensity athletic demands.
Liquid I.V. performs best as an additional support during periods of acute fluid loss or increased hydration demand. While sugar-free, energy, immune, and kid-focused variants expand the brand’s flexibility, suitability still depends on your tolerance, activity level, and consumption context.
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Alisha Matthew has been a practicing nutritionist since 2016. She holds a master’s degree in nutrition from the University of IOWA. She is a staunch believer in improving the human health index by educating people about nutrition and the importance of nutrition in leading a healthy and happy life. Her long-term goal is to keep educating people on general health and keep herself updated with the latest trends in the field of health.