Dirty Lemon launched in 2015 as a direct-to-consumer drink company selling lemonade infused with ingredients such as charcoal, matcha, and ginseng. The brand quickly developed a base of celebrity fans like Karlie Kloss, Kate Hudson, and Cardi. While the brand plays into the growing wellness industry, its stands out for giving customers interesting ways to purchase drinks, which retail for $45 for a case of six 16-ounce bottles. After making their first purchase on Dirty Lemon’s website, customers can send a text to get a new case of six drinks delivered to them. In 2018, the brand opened its first permanent shop in Tribeca. The store, which was entirely unstaffed, allowed customers to text, order, and pay via smartphone. The company created a parent company called Iris Nova, from which it intends to launch other brands. It has raised an undisclosed amount of capital from such investors as GGV Capital, Imaginary Ventures, and Winklevoss Capital.