Water is now a luxury beauty product with a $185 water bottle

We’ve reached peak wellness. Green juices cost $15, spin classes cost $45, and a brand of water bottles can get away with selling a version of its glass-and-silicone vessels for $185 a pop.

The nearly $200 bottle is from the trendy Bkr (pronounced “beaker”) brand, which collaborated with Swarovski to create a version of its water bottles topped with a Swarovski crystal-bedazzled lid. The regular Bkr bottle is still a $45 investment. The company was founded in 2011 by Tal Winter and Kate Cutler, two former lawyers who met and decided to bootstrap a reusable water bottle brand because the plastic kinds were bad for you and the metal kinds made the water taste bad, as recounted by Winter.

“When you’re going to the nicest gym in town, you can’t have the back of your car filled with a ton of plastic water bottles,” she said.

Since launch, the bottles — and most specifically the Instagram-ready millennial pink shade — have been seen carried by influencers and celebrities including Gisele Bündchen, an endorsement not achievable by your run-of-the-mill Nalgene. Earlier this year, Bkr surpassed its 1.5 million-bottles-sold milestone, and industry sources speculate revenue (which isn’t disclosed) to be in the double-digit millions. According to Winter, the brand became profitable in 2012.

Now, with the Swarovski-lidded bottles, released on Thursday, on the market (100 percent of net profits are to be donated to the Water For People Organization), Bkr’s climbed another rung on its ongoing path to becoming more than just a trendy water bottle brand. The founders — who have spent zero marketing dollars prior to this year, when they hired a strategic in-house marketing team — were steadfastly determined to spin that positioning from the start. A water bottle, they maintain, is a necessity for staying hydrated, and is therefore a beauty product, just like a BB cream or eyebrow gel. The thought process is that you look your worst when…

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