Fragrance house

H₂O

Founded by Cindy Melk in the United States in 1989 and headquartered in Chicago, H₂O Plus built its identity around water-based skincare, marine science, and ingredients derived from seas and oceans. In June 2008, Melk sold the company to Cordova, Smart & Williams LLC and Goldman Sachs Urban Investment Group, remaining as Chief Creative Officer after the transaction. Under POLA ORBIS, the brand was positioned as a global marine-skincare business, and in 2012 it introduced a new image centered on that marine-based platform. Its public presence also extended into hospitality through bath amenities supplied to Disney resorts and cruise lines. In 2015 and 2016, H₂O+ shifted toward innovation, digital communication, and new product development, presenting its 2016 relaunch as a reimagining of the brand’s 26-year identity. POLA ORBIS decided to dissolve and liquidate H2O PLUS in 2022, and the brand announced its retirement at the end of that year.