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THE BIG IDEA. In 2006, Tal Winter and Kate Cutler were two best girlfriends who always believed that inner and outer beauty were connected and that hydration was the foundation of both. Back then, they bought water by the case like everyone else around them. But they were fast becoming aware of what would be one of the most important environmental and health issues of their time: the many implications of single use plastics. They made a decision to breakup with single-use plastic water bottles, but they fundamentally disliked the metal and plastic reusable options. In 2007, the friends committed to solving the issue and they worked nights, weekends and every spare moment dreaming up their ideal solution.