Hydro Flask is particularly well-known among Millennials and Gen Z, as well as college students and the "VSCO girl" subculture; social influencers and celebrities, especially on TikTok, increased the brand's popularity.

Hydro Flask's prominence has played a role in the rising environmental and health consciousness of millennials and zoomers and has influenced the quality and appearance of other reusable water bottles.

[1][2][3][4] Hydro Flask was founded as Steel Technology, LLC[5] in 2009 by Travis Rosbach and his then-girlfriend, Cindy Weber, due to his dissatisfaction with commercial water bottles.

[6] Scott Allan retired in March 2020, stating "the goals that I initially aspired to accomplish have largely been achieved"; his responsibilities were distributed to Helen of Troy's divisional leadership.

[8] Its water bottles are stainless steel, manufactured mostly in China, and use double-wall vacuum insulation to help keep liquids cold or hot.