Humantra Electrolyte Powder

Humantra is a wellness brand specializing in plant-based, sugar-free electrolyte and antioxidant drink mixes. It was founded in 2021 by Charlie Wright (and co-founder Dave Catudal) in Dubai, United Arab Emirates. The brand was notably incubated by HB Investments, the private equity firm of Huda and Mona Kattan, the founders of Huda Beauty.

While the brand was born in the Middle East and maintains its global headquarters in Dubai, it has expanded rapidly into international markets, particularly the United Kingdom, which now represents a significant portion of its business. Management and distribution for the European market are handled via Humantra UK Operations Ltd. The brand is positioned as a daily hydration essential for all users rather than just performance athletes, focusing on clean ingredients and natural flavors.