JUST Water

JUST Water (operating as JUST Goods, Inc.) is a mission-driven beverage company founded in 2015 by Jaden Smith with his parents Will Smith and Jada Pinkett Smith. The company produces responsibly sourced natural spring water from the Glens Falls, New York watershed, packaged in bottles made from up to 82% renewable resources including plant-based plastic and paper. JUST Water's packaging is designed to dramatically reduce plastic waste compared to conventional bottled water. The company has expanded its product line to include still spring water in aluminum cans and sparkling flavored waters. JUST Water is sold through major retail channels across the US and UK, and the company achieved a $100 million valuation in 2019. Its mission centers on proving that environmentally responsible packaging and ethical sourcing can be commercially viable at scale.