Who Owns Hint Water?
Hint is the flavored water brand of Hint, Inc., a private beverage company headquartered in San Francisco founded by Kara and Theo Goldin in 2005. Its essence-infused waters contain no sugar, no sweeteners, and no calories, and the brand built its business on direct-to-consumer sales and Silicon Valley corporate accounts before broad retail distribution.
Who Owns Hint Water?
- Parent Company: Hint, Inc.
- Ownership Type: Wholly owned
- Company Type: Privately Held
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Hint Water | Hint, Inc. | Wholly owned |
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History of Hint Water
- Founded: 2005
- Founders: Kara Goldin, Theo Goldin
Kara Goldin created Hint in 2005 after quitting Diet Coke and searching for a flavorful drink with no sweeteners of any kind. Slicing fruit at home gave her the concept, and she and husband Theo, then a lawyer at Netscape, began infusing water with fruit essence from their San Francisco kitchen.
The brand's early growth ran through an unconventional channel: San Francisco tech companies stocked Hint in their free office kitchens, making it the unofficial water of Silicon Valley and spreading adoption through a demographic of affluent, health-conscious workers. Whole Foods and natural-channel retail followed, then a direct-to-consumer subscription business that became the company's majority channel and its key data advantage.
By the mid-2010s Hint was one of the largest flavored-water brands in the US without any sweetener, and its DTC model let it expand into sunscreen, deodorant, and seltzer lines, later consolidated back to core water. Kara Goldin's 2020 memoir built on the brand's founder story. Annual revenue has been estimated from 100 million to over 230 million dollars depending on the source and year.
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About Hint, Inc.
Who owns Hint water?
Hint, Inc., a private San Francisco company, owns the Hint brand. Founders Kara and Theo Goldin retain ownership alongside venture investors including Verlinvest. The company is independent and has never been acquired.
Is Hint publicly traded?
No. Hint, Inc. is privately held. It has raised venture funding but has never completed an IPO or sale.
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Who founded Hint?
Kara Goldin founded Hint in 2005 with her husband Theo Goldin, inspired by her own switch from Diet Coke to fruit-infused water. The board removed both founders from executive roles in November 2021.
What happened to Kara Goldin at Hint?
Hint's board removed Kara Goldin as CEO and Theo Goldin as COO in November 2021. She has since spoken and written about the ouster while remaining a shareholder, and the company operates under appointed management.
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What is Hint's revenue?
Hint does not publish financials. Estimates place annual revenue between 100 and 250 million dollars, below the peak roughly 250 million dollar level of the founder era.
Where is Hint sold?
Hint is sold in more than 30,000 US stores including Costco, Walmart, Target, and Whole Foods, plus direct subscriptions through drinkhint.com.
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- Founded: 2005
- Headquarters: San Francisco, California, USA
- Company Type: Privately Held
- Revenue: Estimated 100 to 250 million dollars (2025)
- Employees: Approximately 100
Where Is Hint Water Made / Based?
- Headquarters: San Francisco, California, USA
- Manufacturing / Operations: United States
Hint Water Categories & Tags
Awards & Recognition
Hint received B Corp certification for social and environmental performance and has appeared on fastest-growing private company lists. Kara Goldin has been recognized in entrepreneurship awards and named to business media lists for women founders.
Hint Water Ownership: Pros & Cons
Advantages
- +Founder-led authenticity central to the brand story
- +Pioneer position in the no-sweetener niche
- +Strong DTC subscription base with direct customer data
- +B Corp certification supports health positioning
- +No conglomerate dilution of the zero-additive promise
Considerations
- -Small marketing budget against giant beverage competitors
- -Crowded category it created now dominated by sweeter rivals
- -Revenue far below the flavored water category leaders
- -Venture investors will eventually seek an exit
- -Limited international presence
Frequently Asked Questions About Hint Water
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Sources & Further Reading
Competitors to Hint Water
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Coca Cola Company | USA | 1996 | Mass market | Global | All-ages | |
| Karma Culture | USA | 2011 | Challenger | United states | All-ages | |
| Unilever | USA | 2012 | Market leader | Global | All-ages |
Learn More About Competitors
Food BeverageGlaceau
Owned by The Coca-Cola Company
Enhanced water beverage company and parent brand of Vitaminwater and Smartwater, owned by The Coca-Cola Company.
enhanced-waterbeveragevitaminwater
Food BeverageKarma Water
Owned by Karma Culture LLC
Karma Water is the flagship brand of Karma Culture LLC, a private New York beverage company known for its patented PushCap that stores nutrients in the cap until the drink is mixed.
enhanced-waterfunctional-waterprobiotics
Food BeverageLiquid I.V.
Owned by Unilever plc
Liquid I.V. is Unilever's hydration multiplier brand, the number one powdered hydration brand in the US, generating over 1 billion dollars in retail sales since its 2020 acquisition.
enhanced-waterhydrationelectrolytes
Competitive Analysis
Market Positioning: Hint Water competes with 3 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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Independent Alternatives to Hint Water
Looking for brands with different ownership structures? These similar brands are not owned by Hint, Inc., giving you alternative choices that support different corporate structures.
Food BeverageLiquid I.V.
Owned by Unilever plc
Liquid I.V. is Unilever's hydration multiplier brand, the number one powdered hydration brand in the US, generating over 1 billion dollars in retail sales since its 2020 acquisition.
enhanced-waterhydrationelectrolytes
Publicly Traded
Liquid I.V. is owned by Unilever plc, a public company, a different structure than Hint Water's parent.
Food BeverageAG1
Owned by AG1
Daily green powder supplement formerly known as Athletic Greens, sold by subscription by AG1, a private wellness company valued above $1 billion.
supplementsgreens-powderdaily-health
Privately Owned
AG1 operates independently without a large parent corporation.
Food BeverageDriscoll's
Owned by Driscoll's, Inc.
The world's leading fresh berry brand for strawberries, blueberries, raspberries, and blackberries, owned by the family-held Driscoll's, Inc.
berriesfresh-producestrawberries
Privately Owned
Driscoll's operates independently without a large parent corporation.
Food BeverageFage
Owned by Fage International S.A.
Greek dairy company and the creator of authentic Greek strained yogurt, founded in Athens in 1926. Fage Total is the best-known authentic Greek yogurt brand in the United States and the number one natural yogurt brand in America.
yogurtgreek-yogurtdairy
Privately Owned
Fage operates independently without a large parent corporation.
Food BeverageNathan's Famous
Owned by Nathan's Famous, Inc.
American hot dog and restaurant brand founded in 1916 on Coney Island, known for beef franks, the July 4th eating contest, and licensed grocery products.
hot-dogsconey-islandfranks
Publicly Traded
Nathan's Famous operates independently without a large parent corporation.
Food BeverageRao's Homemade
Owned by Unknown Company
The premium pasta sauce brand of The Campbell's Company, a billion-dollar brand acquired via Sovos in 2024.
pasta-saucepremiumraos
Independent
Rao's Homemade operates independently without a large parent corporation.
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