By Ray Rogers
PURIST: How did your personal routine inspire you to rethink the intensive benefits of IV therapy into something that could support people more consistently in everyday life?
ANNIE KURNICK: Pouch came from my own life. I was building a career that demanded everything from me: early mornings, long days, frequent travel and a pace that left no room to slow down. IV therapy was something that I turned to, because it felt like a way to put back what life had been taking out. But the irony was that the moments I needed it most were also the moments I had the least time to sit still for an hour. I wanted something I could throw in my work bag, take to the gym or use between meetings. Something with the same intentionality of IV formulations, but cleaner, more affordable, and built for everyday life.
How did your philosophy influence the minimalist, clean formulation of Pouch, which completely avoids the sugar and artificial sweeteners common in standard functional drinks?
Clean should be the standard for functional drinks. What you put into your body during the day affects how you think, how you work, how you move and how you show up. Pouch was designed to feel light and seamless, more like reaching for water than a traditional sports or energy drink. No sugar, no artificial sweeteners, no unnecessary noise. Just targeted nutrients, clean hydration and a format easy enough to use every day.
How are modern consumers incorporating your targeted formulas into their demanding days, and what does that tell you about what people are really looking for in a daily wellness ritual?
Pouch fits into people’s lives in so many different ways. Athletes and gymgoers use Hydration+ and WellDrip+ around performance, endurance and recovery. Professionals keep it at their desks for an afternoon lift when caffeine feels too aggressive. Travelers pack it for long days.
SkinRevive+ has also sparked a larger conversation around what modern skin care actually looks like. Consumers are realizing a true beauty routine is no longer just what you put on your skin, but also how you support your body from within. People don’t want one generic wellness product. They need targeted nutrition that meets them where they are, with ingredients they can trust and a format that does not interrupt their life.
IV therapy is often praised for bypassing digestion, but repeated clinical infusions can carry risks like electrolyte imbalance or fluid overload for healthy individuals. How does Pouch offer a smarter, safer long-term solution by working in harmony with the body’s natural absorption pathways every day?
I see IV therapy as an ally, not a competitor. It has a place, and there are moments where people may choose that route with the right professional guidance. But for everyday wellness, I wanted something more practical, less invasive and more aligned with how people live. Pouch works with the body’s natural absorption pathways and gives people an easy way to support hydration, vitamins, minerals and targeted nutrients without a clinical appointment. The smarter long-term solution is simply the one people can stick with.
Since launching Pouch, what feedback or insights have most influenced the way you think about the brand’s future growth and innovation?
The biggest insight is that people really want this next generation of wellness, but they need it to fit into real life. Consumers are curious about advanced nutrition, IV therapy, biohacking and longevity. People want access to that same level of precision and intention in a format that feels modern, easy and realistic.
Your formulas introduce premium ingredients rarely seen in the beverage aisle, such as glutathione, hyaluronic acid and highly bioavailable Aquamin marine minerals. How difficult was it from a food-science perspective to make these complex, clinical-grade supplements stable and genuinely enjoyable to sip daily?
Incredibly difficult, and that’s part of what made me so committed to doing it right. The formulas were inspired by real IV therapy blends, so the function came first. We started with the vitamins, minerals, antioxidants and specialty ingredients we wanted, then figured out how to make them stable, clean and enjoyable to drink.
You’ll be participating in Purist’s Health Fair this July. In a wellness landscape that has become increasingly community-driven and experiential, what are you most looking forward to sharing firsthand with attendees?
I’m most excited to be with people in person. There’s something special about watching someone taste Pouch, ask questions, and realize that wellness can feel elevated without feeling complicated. I’m excited to bring it to people who may be looking for something that truly fits into their lives. drinkpouch.com
Explore more in Wellness at The Purist.
Never miss an issue—join The Purist community.