Celebs love them. Social influencers love them. Regular people love them. High-end water bottles are having a major social moment, and it’s not just because brands like S’well, Hydroflask, bkr and Bobble have turned a purely functional item into a desirable fashion accessory. These bottles are helping to save the planet ― and millennials, in particular, can’t get enough.

At first glance, these aesthetically pleasing bottles might seem a bit excessive. Americans’ access to water is very inexpensive, if not free, while these decorative bottles will typically set you back between $30 and $50, even upwards of $100 depending on the size, availability and number of rhinestones.

Despite the price, business is booming. The global market for reusable water bottles, plain and fancy, is .

This is partially thanks to celebrities ― like Jennifer Garner, Reese Witherspoon, Emily Ratajkowski and Jenna Dewan ― who have been photographed with reusable bottles in the same way they were once photographed wearing Juicy Couture tracksuits and Dior Glossy sunglasses.

Bottles worth a second look have also become extremely popular with social media influencers. Whether those folks are working out, traveling, running errands or simply displaying makeup on a marble countertop, the bottles make an appearance.

on Jul 5, 2018 at 8:23am PDT

But the biggest reason that pricey reusable water bottles have become a phenomenon may be the desire of millennials to buy products that help the environment. Seventy-three percent of millennials said they were willing to pay more for a sustainable product, according to the 2015 . And when it comes to reducing plastic waste, reusable bottles are a godsend.

Think about it like this: Humans are supposed to drink eight cups of water a day, right? If you were to drink that much water from standard plastic bottles, you’d go through four bottles per day, adding up to 1,460 per year per person. Switch to a reusable bottle and you’re generating a whole lot less plastic waste.

So while $50 for a bottle may still seem lavish, if you’re more likely to carry a fashionable bottle around with you, the cost-to-benefit ratio looks pretty good.

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