Why Is Every Influencer Drinking This Water Right Now?

Each spring, it seems, a new viral water must be crowned. Last year, it was Saratoga Springs, the cerulean blue bottle that popped up everywhere after an absurdly unrealistic morning routine video was shared far and wide. But over the last few months, Saratoga Springs has been quietly replaced by a new status water. It’s used as a prop in content by current reality stars and taste-tested by former ones. It’s on the shelves at TikTok’s favorite Tribeca gourmet grocery store Meadow Lane and in the sparkling rhubarb lemonade at Matchaful. And it’s driving the influencer observers insane. (As one Reddit user recently put it: “I’m losing my mind…why is everyone posting about WATER?”)

Enter Loonen, the “spring-sourced, perfectly pure water” in a painstakingly designed, painstakingly chic glass bottle that’s keeping all of the people you love (or love to hate) hautely hydrated.

The brand is the brainchild of Clara Sieg, a former venture capitalist who got the idea for Loonen while pregnant with her first child.

“The path to getting pregnant was quite a bit longer than we imagined, and I ended up going through IVF and in a period of time that felt, frankly, pretty out of control and like I had very little agency, I really started focusing on doing things that I felt like I could make an impact on from just a lifestyle perspective,” Sieg said in an interview.

Dua Lipa drinking Loonen water.

She tried as best she could to minimize stress, and to rid her home of microplastics. She bought organic food and got rid of her nonstick cookware. But when it came to water, she was overwhelmed by the choices, and couldn’t find a brand that felt right to her. What if, she wondered, she could start a water brand that was spring-sourced, filtered for contaminants, and never, ever touched plastic?

Loonen hit the market in December 2025, and over the last six months has steadily made its way into the hands of influencers like Tinx and Hannah Chody, onto the shelves of retailers like Erewhon and Frazier Farms, and even on the table at a Michelin-starred restaurant. In an incredibly short amount of time, the bottle has become a status symbol, a way to communicate that you’re health-conscious, willing and able to pay $35 for a pack of water, and unafraid of any slight MAHA aftertaste.

Yet perhaps the most interesting thing about Loonen isn’t that it’s popular, but that its popularity is entirely organic—or at least unpaid. Sieg said that the company does not do sponsored content with influencers, though she did acknowledge that because she and the founders and backers of Loonen are well-connected, that’s helped get the water into some pretty influential hands.

“We have never paid an influencer, and I want to be very clear about that,” Sieg said. Instead, she believes part of the brand’s success is due to an increasing focus on wellness and what we put in our bodies.

“I think part of the reason it’s resonating is because everybody has been focusing on their supplement stacks and tweaking their wellness routines, putting greens powders and hydration mixes and all this sort of stuff. And when you start thinking about water, it’s the face of everything. It’s really the foundation of any wellness routine,” Sieg said.

Yet while Loonen has gained plenty of fans, its meteoric rise has also attracted some detractors. In an email interview, Martin Reis, social media’s best-known water sommelier, criticized Loonen’s “ultra processed” approach.

“When it comes to the hype of Loonen, what hype?” he said. “A hype that we suddenly have to celebrate a water company who tells me that all spring sources are jeopardized and now we have to ultra process it and call it ‘The new Standard?’ I think the word ‘Spring water’ is used to feel premium and many will not realize that the water is afterwards ultra processed and has nothing to do anymore with the original spring source.”

Still, that hasn’t deterred Loonen’s enthusiastic fans.

“The only way I can describe it is the cleanest water. It is pure,” the influencer Allie DePinto recently posted on TikTok. “Everybody needs to try this water.”