Owala is a drinkware brand owned by Trove Brands that specializes in insulated stainless-steel water bottles. The brand is known for its FreeSip bottle, which features a dual-mode patented lid that supports drinking through a built-in straw or from a wider opening. The FreeSip was selected as a Wirecutter pick and was included in Times "200 Best Inventions of 2023".
Owala was launched by Trove Brands in 2020, with the FreeSip as its first product. Trove Brands was founded by Kim and Steve Sorenson; their son Michael Sorenson serves as CEO.
The company originated with the BlenderBottle, a protein-shake mixing bottle, and later expanded into a portfolio of brands including Owala. Trove Brands initially tried to market the FreeSip under BlenderBottle, but the launch performed poorly; it was later withdrawn and relaunched under the Owala brand.
Coverage describes Owala's growth as occurring over multiple years rather than as an "overnight success." Owala's visibility increased during the COVID-19 pandemic period amid broader interest in reusable water bottles, including social media attention such as videos of nurses using the FreeSip. The brand has since been discussed alongside other reusable bottle brands such as Stanley and Hydro Flask.
FreeSip is Owala's best-known insulated bottle line. It has a patented lid, allowing users to drink from either a wide-mouth opening or the built-in straw.
After selling out of the original Freesip bottle in 2020, Owala released the Freesip tumbler-style with a handle. This design came in 30 and 40 oz, is cupholder friendly, leak-proof, and 24 hours cold.
Owala bottles are modular, allowing consumers to mix and match colors for the lid, handles, and other components. Bottles can also be customized with engravings and prints.
The SmoothSip Slider was also released in early 2025. They are sold with handle or no handle, comes in 15+ colors, is leak-proof, and can be used hot or cold.
Owala also offers stickers, bottle cleaners, and pet bowls.
Owala releases limited-edition colorways through scheduled events called "Color Drops." These limited releases use scarcity to encourage purchases; the company is known for using fear of missing out (FOMO) as a marketing strategy. Limited-edition designs have also been listed for resale at higher prices than standard retail, with some designs reselling for hundreds of dollars.
Wirecutter selected the FreeSip as a water bottle pick, pointing to its lid design and colorways for its inclusion. In 2023, Time recognized the Owala FreeSip bottle as one of the best inventions of 2023. BusinessQ Magazine named Owala "Marketer of the Year" in 2024. In 2025, it obtained a 2025 Red Dot Design Award.