Loonen, a premium water brand launched in December 2025 by Clara Sieg, has quickly become a favorite among influencers and health enthusiasts. The brand promotes itself as 'spring-sourced' and committed to being plastic-free, appealing to consumers who prioritize wellness and sustainability. Since its introduction, Loonen has made its way into high-end retailers and even Michelin-starred restaurants, becoming a status symbol for health-conscious individuals willing to pay $35 for a pack of water. Interestingly, Loonen's popularity has grown organically, with no paid influencer partnerships, which Sieg attributes to a broader focus on wellness and the importance of hydration in health routines. However, the brand has faced criticism from some, including renowned water sommelier Martin Reis, who labels its processing as 'ultra processed' and questions the integrity of its spring water claims. Despite the criticism, Loonen continues to attract enthusiastic supporters who praise its purity and taste, solidifying its place in the wellness market.