Who Owns Air Up? The Story Behind the Scented Hydration Revolution

Staying hydrated has never been trendier—or smarter—thanks to Air Up, the innovative startup that has taken the beverage world by storm. With bottles that transform water into a sensory experience, Air Up is now a household name. But who actually owns this fast-growing hydration brand, and how did it become such a phenomenon? Discover the story, founders, and ownership structure behind Air Up, and why its impact matters.

Essential Highlights

Air Up is a Munich-based startup founded in 2018 by Lena Jüngst, Tim Jäger, Fabian Schlang, Simon Scholl, and Christian Schossler.
The company’s unique product flavors water using scent alone (via retronasal olfaction), with all product ideas developed in-house.
Ownership includes the founding team, major investors such as PepsiCo, Ashton Kutcher, Mila Kunis, and other venture capital groups.
Air Up has expanded rapidly, now selling in more than 14 countries, with valuation exceeding €1 billion as of 2023.
Committed to sustainability, innovation, and combating counterfeiting, the company continues to evolve its product line and business approach.

Founding Story and Key People
Ownership Structure and Major Investors
How Air Up Works: The Science and Product Range
Air Up’s Growth, Valuation, and Market Expansion
Sustainability and Innovation at Air Up
Legal Challenges and Brand Protection
Frequently Asked Questions

Founding Story and Key People

Air Up was founded by a visionary group of five German entrepreneurs: Lena Jüngst, Tim Jäger, Fabian Schlang, Simon Scholl, and Christian Schossler. Their journey began in Munich in 2018, sparked by academic research on how scent influences taste perception. Armed with a bold idea and little initial funding, the founders set out to reimagine hydration[1][4].

Their early efforts—including countless prototypes and late-night debates—led to the launch of Air Up’s first product in Germany in July 2019. The initial run of 80,000 bottles sold out in under six weeks, confirming consumer appetite for their innovative approach[4].

Key people at Air Up include:

Lena Jüngst – Co-founder, often the public face and spokesperson for the brand
Tim Jäger, Fabian Schlang, Simon Scholl, and Christian Schossler – Co-founders and core strategic leaders

Learn more about Air Up’s backstory at Who Owns.

Ownership Structure and Major Investors

Ownership of Air Up is a mix of the founding team and external investors. While the original founders remain key shareholders, the company has completed multiple funding rounds, inviting institutional and high-profile individual investors[2].

Notable investors include:

PepsiCo – Bringing beverage market expertise and resources
Ashton Kutcher & Mila Kunis – Celebrity investors with an eye for consumer innovation
Oyster Bay, Ippen.media, and additional venture capital firms[2]

As of early 2025, Air Up has raised more than $71 million through various funding rounds. While detailed exact shareholdings remain private, the blend of founders, global investors, and industry giants like PepsiCo positions Air Up with strong leadership and growth resources[2].

For a directory of further ownership profiles, visit Who Owns.

How Air Up Works: The Science and Product Range

Air Up’s core technology harnesses a phenomenon called retronasal olfaction, tricking the brain into “tasting” flavors via scent as you drink plain water[4][5].

Flavored pods are attached to Air Up bottles, releasing scent as you sip.
The experience is natural water, but the brain perceives flavors like peach, cola, or wild berry—all without sugar, sweeteners, or additives.

Product range highlights:

Multiple reusable bottle designs, including stainless steel and plastic options
Over 25 unique pod flavors, with production facilities in Austria and the Netherlands[4][5]

This technology-driven approach keeps Air Up at the forefront of hydration innovation.

Discover more about how Air Up’s product works at Air Up’s official website.

Air Up’s Growth, Valuation, and Market Expansion

Air Up’s rise has been swift:

2019: Launched in Germany, quickly expanded into European markets
2021: Raised €40 million in Series B funding and entered the U.S. market[1]
2023: Company valuation exceeded €1 billion, solidifying unicorn status[1]

Today, Air Up operates in more than 14 countries, with headquarters in Munich and production/distribution centers across Europe[4][5].

According to the CB Insights company profile, the team has grown to over 290 employees (as of 2025), with strategic focus on expanding in North America and Asia[2][5].

Sustainability and Innovation at Air Up

Environmental and social responsibility are central to Air Up’s brand mission. The company prioritizes:

Reducing plastic waste by promoting reusable bottles
Using recyclable materials in both bottles and packaging
Committing to a circular economy model in its supply chain[1]

Innovation continues with:

Constant product improvements, including new bottle designs and pod flavors
Exploring scent-based applications beyond hydration, potentially for other beverage or food-adjacent sectors[1]

For more insight into Air Up’s commitment to sustainability and innovation, explore Business Model Canvas.

Legal Challenges and Brand Protection

With popularity come challenges: Air Up actively combats counterfeit products and protects its patents worldwide. In 2023 alone, the company had to deal with more than 10,000 fake listings on global marketplaces[3].

Their legal team works aggressively with global marketplaces (especially in China, where most infringing products are produced) to remove fake listings and take legal action against infringers. While Air Up’s intellectual property is protected through patents, enforcing these rights is a continuous process requiring vigilance and resources[3].

For a legal perspective on company ownership and IP protection, visit Who Owns – Air Up.

Frequently Asked Questions

1. Who are the owners of Air Up?
The five original founders—Lena Jüngst, Tim Jäger, Fabian Schlang, Simon Scholl, and Christian Schossler—retain significant ownership. Major external investors include PepsiCo, Ashton Kutcher, Mila Kunis, and various venture capital firms[2][4].

2. Where is Air Up headquartered?
Air Up’s headquarters are located in Munich, Germany[2][4].

3. When was Air Up founded, and when did it launch?
The company was founded in 2018 and launched its first products in July 2019 in Germany[1][2][4].

4. What makes Air Up’s water bottles unique?
Air Up bottles use scent pods to create the perception of flavored water without any actual additives or sugars, leveraging retronasal olfaction[4][5].

5. How much money has Air Up raised? Who are its investors?
As of 2025, Air Up has raised over $71 million. Notable investors include PepsiCo, Ashton Kutcher, Mila Kunis, and several venture funds[2].

6. Is Air Up a private or public company?
Air Up is currently a privately held company backed by its founders and external investors[2].

7. How does Air Up address counterfeiting and IP theft?
Air Up’s legal team actively pursues counterfeiters, especially in China, through legal action and partnerships with global marketplaces. The brand’s patents provide a foundation, but vigilance is required to protect product integrity[3].

For comprehensive company profiles and deeper dives into ownership structures, visit Who Owns and Who Owns Air Up.
For additional information, explore authoritative resources such as CB Insights, Sifted, and Business Model Canvas.

Who Owns Air Up