Yes, the Viral Loonen Water Touches Plastic. But Will It Matter to Customers?

Loonen’s rise is fueled by influencer appeal and plastic anxiety, but with microplastics everywhere, even the best marketing has limits.

BY LEAH CARROLL, SENIOR EDITOR

Photo: Courtesy Loonen

Launched in November 2025, Loonen—which bills itself as spring-sourced purified water, bottled in glass, and third-party tested for microplastics and forever chemicals—has, in its short time on the shelves, become the luxury water of choice for the plastic-free set and wellness influencers. But for all the branding and the price tag, Loonen runs into a problem that no bottled water brand has solved: There is no such thing as a fully plastic-free bottle of water. Loonen knows this, of course. What’s remarkable is how gracefully the brand manages to make it beside the point.

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