In 2015, JUST Water began selling spring water in paper-based cartons. The brand was co-founded by Jaden Smith, then 12 years old, who said he conceived the idea after seeing plastic pollution in the ocean while surfing. His parents, Will Smith and Jada Pinkett Smith, became investors in the parent firm, Good Goods, Inc., and have appeared in promotional materials alongside Jaden.
JUST Water draws from the Glens Falls watershed in New York State. The container is a paper-based carton built from 82% renewable materials, primarily FSC-certified paperboard from managed forests, with a plant-based sugarcane cap. The cartons are 100% recyclable, and the brand claims a significantly lower carbon footprint than single-use PET bottles.
The product launched with early distribution in Whole Foods Market. In 2018, JUST Water announced a partnership with Tetra Pak for its packaging technology. The Smiths' involvement gave the brand visibility that few beverage startups could afford, but the business case rested on whether consumers would pay a premium for water in a box.
The Origin: A Surfing Trip That Became a Company
Jaden Smith has described his founding moment as a surfing trip where he saw plastic bottles washing up on the beach and floating in the water. He was 12. The experience led him to ask why bottled water had to come in plastic. With backing from his family, he began researching alternatives and eventually connected with a team that could develop a paper-based container.
Will Smith and Jada Pinkett Smith joined as investors in Good Goods, Inc., the entity that owns JUST Water. The exact dollar amount of Will Smith's personal investment has not been disclosed. Neither has any official executive title he holds beyond investor and brand ambassador. The family's role has been described as both financial backers and public faces of the brand.
The company launched in 2015. Early media coverage focused on Jaden's age and the unusual sight of a celebrity family promoting a product that was not a movie or a music album. The Smiths appeared in social media campaigns together, with Will Smith often sharing posts about the brand to his millions of followers.
The Bottle: Tetra Pak Cartons and a Plant-Based Cap
What the carton is made of
JUST Water's packaging is its main differentiator. The carton is made from 82% renewable materials. The paperboard is FSC-certified, meaning it comes from forests managed according to standards set by the Forest Stewardship Council. The cap is made from sugarcane, a plant-based alternative to petroleum-based plastic.
The Tetra Pak partnership
In 2018, JUST Water announced a partnership with Tetra Pak, the global packaging giant that is part of Tetra Laval. Tetra Pak provided the carton technology and manufacturing expertise. The partnership gave JUST Water access to a supply chain that could produce cartons at scale, a critical step for a startup trying to compete with Nestlé and PepsiCo.
The carbon and recycling claims
The business claims the carton has a significantly lower carbon footprint than single-use PET bottles. It has not disclosed whether it has achieved B Corp certification or any other specific third-party sustainability certification. The cartons are labeled as 100% recyclable, but recycling rates depend on local facilities that accept paperboard cartons.
Distribution: From Whole Foods to National Grocery Chains
JUST Water gained its first retail foothold in Whole Foods Market stores after launching in 2015. Whole Foods was an early adopter, placing the product in stores across the United States. The partnership gave JUST Water a showcase in a chain known for carrying environmentally oriented products.
The brand later expanded to other grocery chains. The Smiths' celebrity power almost certainly helped open doors that would have been closed to an unknown beverage startup. Will Smith's appearances in promotional materials and on social media drove awareness that a typical bottled water operation would have to buy with advertising dollars.
As of April 2024, the firm's current annual revenue, profitability status, and private valuation have not been disclosed. The brand continues to sell in multiple retail channels. The precise ownership percentage held by the Smiths in Good Goods, Inc. is not public.
Criticisms and Challenges: The Sustainability Debate
No single-use container is perfect
JUST Water has faced criticism from some environmental advocates who argue that no single-use container is truly sustainable, even if it is made from paper. The cartons require a plastic lining to hold water without leaking. They are not plastic-free. The plant-based cap is still a cap that will be thrown away by most consumers.
The transportation question
The operation has also been challenged on the distance its water travels. Water sourced from Glens Falls, New York, and sold in California or Europe carries a transportation carbon footprint. JUST Water has not published a full life-cycle analysis that would allow independent comparison with local tap water or with PET bottles produced nearby.
Better, not perfect
These criticisms are not unique to JUST Water. They apply to every packaged water brand. The firm's response has been that its carton is better than the standard plastic bottle, not that it is perfect. The question for investors and policy people is whether the improvement is large enough to justify the premium price.
The Business of Celebrity-Backed Sustainable Goods
JUST Water fits a pattern that has become common in consumer goods: a celebrity lends name and capital to a product with a social or environmental mission, hoping to capture a share of the growing market for ethical consumption. The Smiths' involvement provided the brand with credibility that a generic startup would struggle to build.
But celebrity backing does not guarantee business success. Many celebrity-backed brands have failed after the initial publicity faded. JUST Water has survived for nearly a decade, which suggests that the underlying product and distribution have some real traction. The firm has not disclosed whether it is profitable, so the financial outcome for the Smiths' investment is not known.
The brand's corporate structure places it under Good Goods, Inc., which is the parent. Good Goods has not disclosed its cap table or any other celebrity investors beyond the Smiths. The relationship with Tetra Pak is a manufacturing partnership, not an equity investment.
What Happened After the 2022 Oscars
In March 2022, Will Smith was involved in an incident at the Academy Awards where he struck comedian Chris Rock on stage. The event dominated news coverage for weeks and led to Smith being banned from Oscars events for a decade.
No public statement from JUST Water or Good Goods has addressed the Oscars incident. The brand has continued to sell in stores, and the Smiths have not announced any change in their roles. As of April 2024, the position since the incident is not established here. There is no information about any specific exclusivity clauses in the Smiths' endorsement deal that might have been triggered.
The question of whether a celebrity's personal controversy can damage a consumer brand they are associated with is a real one for investors and operators. In the case of JUST Water, the answer is unknown because the firm has not commented and has not disclosed any change in sales or partnership terms.
Key Facts
- Founded: 2015
- Co-founder: Jaden Smith, then age 12
- Parent company: Good Goods, Inc.
- Investors: Will Smith and Jada Pinkett Smith (undisclosed amounts)
- Packaging partner: Tetra Pak (announced 2018)
- Water source: Glens Falls watershed, New York State
- Early retail partner: Whole Foods Market
- Packaging material: 82% renewable materials: FSC-certified paperboard, plant-based sugarcane cap
- Recyclability claim: 100% recyclable carton
Frequently Asked Questions
How much money did Will Smith invest in JUST Water?
The exact dollar amount has not been disclosed. The brief does not include this figure.
Does Will Smith have an official title at JUST Water?
He is described as an investor and brand ambassador. No official executive title such as board member has been publicly confirmed.
Is JUST Water profitable?
The firm's current annual revenue, profitability status, and private valuation have not been disclosed.
Did the 2022 Oscars incident affect the Smith family's involvement with JUST Water?
The business has not commented on any changes. As of April 2024, there is no public information about a change in the Smiths' role.
Is JUST Water B Corp certified?
The brief does not state whether JUST Water has achieved B Corp certification or any other specific sustainability certification.
