Kendall Jenner has expanded her business empire by buying a stake in Trip, a calming drinks brand valued at $200 million. The 30-year-old supermodel was announced as the company's new Global Ambassador, fronting its new wild strawberry flavour.
Trip, launched in 2019, makes a non-sparkling beverage infused with magnesium and calming adaptogenic botanicals. The brand is on track to pull in $200 million in revenue by the end of this year, and Jenner, a long-term fan of the product, said the investment was a natural fit.
"When I met Liv and Dan, I instantly connected with what they're building," Jenner said, referring to founders Olivia Ferdi and Daniel Khoury. "I love their vision for the brand and their mission to help more people find calm in their everyday lives. I'm so excited to be part of their journey."
Trip is built around managing everyday stress relief, a subject Jenner has spoken about openly for years as she has battled anxiety.
Jenner on her wellness routine
Jenner told Vogue in 2024 that getting out of bed in the morning and putting one foot in front of the other helped her manage her anxiety, along with moving and getting her blood flowing.
Trip co-founder Olivia Ferdi said Jenner's involvement would be significant for the brand. "Her followers obviously outweigh a lot of countries' populations, and she has a ton of credibility," Ferdi said. She added that because Jenner is a genuine customer, it would make it more meaningful when she is speaking to her audience.
Sharing the news on Instagram, Trip wrote: "Kendall, welcome to the TRIP fam. so excited for everything ahead."
Kendall Jenner's history with anxiety
In 2020, Jenner publicly discussed the "crazy panic attacks" she suffered for years before seeking help. She said she first experienced anxiety symptoms as a young girl and immediately told her mother, Kris Jenner, that something was wrong.
"I was really, really young and I remember feeling like I couldn't breathe and running to my mom and being like: 'Mom, I feel like I can't breathe. Something must be wrong,'" Jenner said.
She recalled that Kris took her to a number of doctors to check she was physically OK, which she was, but that no one ever told her she had anxiety at the time. Jenner said the panic attacks returned in full around three or four years ago, and she eventually got the information she needed to understand what she was experiencing.
Not her first drinks venture
The Trip investment is not Jenner's first move into the drinks industry. She launched her tequila brand, 818 Tequila, in May 2021, which has since expanded internationally.
"I wanted the liquid and the brand to stand on their own and for people to love it without me even having to be a part of it because I just wanted it to be that good," Jenner said.
