Founded in 2024 by Henry Porpora and Milly Goldsmith, SULT is a hydration brand. The idea for SULT emerged from the founders’ observation that many hydration brands were positioned more for athletes and high-performance. Henry, who has a background in the wellness sector, and Milly, a content creator, wanted to develop a product with wide appeal. The company’s core product range consists of electrolyte sachets containing minerals such as sodium, potassium and magnesium, which are intended to help maintain hydration levels. Since launch, SULT has adopted a primarily direct-to-consumer model and has built a following through social media, where the founders share the company’s story.