Kendall Jenner Joins Calming Drink Brand TRIP as Equity Partner, Eyes $200M Revenue
Kendall Jenner has been appointed Global Ambassador and an equity shareholder for TRIP, the London-founded calming drink brand. The partnership comes as TRIP projects $200 million in revenue for 2026, marking a significant milestone for the rapidly growing functional beverage company.
The short version
- Kendall Jenner has been appointed Global Ambassador and equity shareholder for TRIP, the London-founded calming drink brand, confirmed on September 8, 2026.
- TRIP is projected to achieve $200 million in revenue in 2026, doubling its 2025 revenue of $100 million.
- The brand closed a $40 million funding round in November 2025, which valued TRIP at over $300 million, according to Forbes.
- TRIP's global store count has expanded from 50,000 to over 70,000, including nationwide listings across major US retailers like Target and Walmart.
- Jenner will lead a new global campaign launching immediately, highlighting TRIP's role in her daily routine and stress management.
Kendall Jenner has joined TRIP, the London-based calming drink brand, as a Global Ambassador and equity shareholder, an announcement confirmed by multiple outlets including the Los Angeles Times and Inc. Magazine on September 8, 2026. This strategic partnership arrives as TRIP forecasts its revenue to hit $200 million in 2026, a significant jump from its $100 million revenue in 2025, underscoring the brand’s rapid ascent in the functional beverage market.
Jenner's involvement extends beyond a typical endorsement, signifying a deeper commercial alignment with the brand founded in 2019 by husband-and-wife team Olivia Ferdi and Daniel Khoury. Ferdi stated that Jenner was a "genuine TRIP fan before she was ever a partner," discovering the brand organically. This connection highlights a growing trend of celebrity entrepreneurs investing in products they authentically use.
What led to TRIP's rapid growth?
TRIP's origin story began after Daniel Khoury's knee surgery, where he found benefits in magnesium and botanicals for recovery. This inspired the couple to launch "canned calm," a low-calorie sparkling drink. Since its inception, TRIP has leveraged the burgeoning demand for functional beverages, particularly in the "calming drinks" category, which SPINS identifies as the fastest-growing functional beverage segment in the US, surpassing gut health, protein, and hydration.
The brand's market penetration has been swift. TRIP's global store count has increased from 50,000 in November 2025 to over 70,000. It has secured nationwide listings in major US retailers, including Target, Whole Foods Market, Sprouts, Walmart, Costco, Albertsons, H-E-B, Wegmans, and CVS, making it the largest UK-owned beverage brand in the US. Circana data also positions TRIP as the fastest-growing carbonated soft drink brand in the UK among those with over £20 million in prior-year sales.
Financially, TRIP closed a $40 million funding round in November 2025, which Forbes reported valued the company at over $300 million. The company aims to double its business in 2027, with US sales expected to reach $150 million in 2027.
Why is Kendall Jenner's partnership significant for the brand?
Kendall Jenner, known for her entrepreneurial ventures like 818 Tequila and investments in other wellness brands such as Cymbiotika and Therabody, brings a global profile and a strong connection to the wellness lifestyle. She expressed her enthusiasm for the partnership, saying, "I've been obsessed with TRIP for a while, the product is incredible, and I've always loved how elevated and intentional the brand feels." Jenner added, "When I met Liv and Dan, I instantly connected with what they're building. I love their vision for the brand and their mission to help more people find calm in their everyday lives."
Olivia Ferdi emphasized the alignment, stating, "When someone is a shareholder alongside you, there's a fundamentally different level of alignment. Beyond connection with the mission and vision, there's thinking about long-term value of the brand and the business you're building together." Other celebrity investors in TRIP include Joe Jonas, Ashley Graham, Paul Wesley, and Alessandra Ambrosio, further solidifying its appeal.
What comes next for TRIP and the partnership?
Jenner will be the face of a new global campaign launching on September 8, 2026. This campaign will focus on integrating TRIP into her daily routine to manage stress, featuring a TV advert, billboards in New York's Times Square and Hollywood, and extensive digital and social activation. The partnership is expected to deepen consumer engagement, leverage Jenner's global reach to drive brand awareness, and strengthen TRIP's lifestyle positioning, accelerating adoption in the "calm in a can" category.
Future campaigns are anticipated to highlight everyday use occasions, such as unwinding after work, socializing, or serving as an alcohol substitute. While the exact size of Kendall Jenner's equity stake and the specific financial terms of the partnership have not been disclosed, her involvement marks a strategic move for TRIP as it aims to double its business and expand its market leadership.
This is educational information, not legal, financial, tax, or investment advice.
Frequently asked questions
What is Kendall Jenner's role at TRIP?
Kendall Jenner is serving as a Global Ambassador and has become an equity shareholder for TRIP, indicating a deeper financial and promotional commitment to the brand beyond a typical endorsement.
What are TRIP's financial projections?
TRIP is projected to reach $200 million in revenue in 2026, doubling its 2025 revenue of $100 million. The company also intends to double its business again in 2027, with US sales expected to hit $150 million that year.
Where can you find TRIP products?
TRIP products are available in over 70,000 global stores, including nationwide listings in major US retailers such as Target, Whole Foods Market, Sprouts, Walmart, Costco, Albertsons, H-E-B, Wegmans, and CVS.
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