With the signing of a new deal with TRIP, Kendall Jenner is expanding her business portfolio in a way that is more than just a matter of putting her name to a campaign.
The model and entrepreneur has become an equity shareholder as well as the global ambassador for the London-based functional beverage company, taking an undisclosed minority stake in the firm. The move was announced in tandem with a worldwide campaign on September 8, 2026, and it is indicative of a change in the way celebrity-brand arrangements are put together these days. Rather than a conventional endorsement, Jenner now has a vested financial interest in the brand’s success.
Why Kendall Jenner’s TRIP Deal Is More Than a Celebrity Endorsement
Olivia (Liv) Ferdi, co-founder and CEO of TRIP, says Jenner was already a fan and customer of the product when talks started. That kind of rapport is what led the company to see her as a long-term partner instead of merely a face for an ad. She will be in good company among TRIP’s investor roster, which counts Joe Jonas, Ashley Graham, Paul Wesley and Alessandra Ambrosio.
There is a clear trend at work here: public figures are moving beyond paid promotion to take ownership stakes in brands they use and think have room to grow.
TRIP’s Growth Makes the Partnership a Bigger Business Story
TRIP’s figures put some perspective on why this partnership makes sense. The 2019 venture by Ferdi and Daniel Khoury has been on a tear. It makes low-calorie sparkling drinks laced with lion’s mane, ashwagandha, L-theanine and magnesium for stress support and relaxation sans alcohol.
The company is scaling quickly. TRIP projects revenue of some $200 million in 2026, double the $100 million of 2025, with plans to hit that figure again by 2027. In its first full year through February 2026, net revenue came in at £50.9 million, a 132% increase. US turnover in particular has seen a sharp climb from £550,000 to £7.2 million, and the business has an exit run-rate of approximately £90 million. (One should note the $100m and $200m revenue numbers for ’25 and ’26 are from internal reports and do not align with audited UK GAAP post-discount figures.)
Why the ‘Calming Drinks’ Market Is Taking Off
The “calming drinks” space is where TRIP wants to be. It is a segment of the functional beverage market that is outpacing protein or gut health categories, with consumers seeking alternatives to alcohol from the likes of Recess and Hiyo.
What Kendall Jenner Brings to TRIP’s Next Growth Phase
Jenner will be fronting the new campaign to show how the drinks help her cope with the day-to-day. For TRIP, her profile will be an asset as it pushes deeper into the US. For Jenner, it is part of a maturing business approach; like with 818 Tequila, she is getting closer to the operations of the companies she supports. In the end, the story is one of celebrities turning from endorsers to owners in a consumer category that has come of age.
