TRIP Signs Kendall Jenner as Equity Investor and Global Ambassador in U.S. Push
The UK-founded functional beverage brand, targeting roughly $200 million in 2026 revenue, says Jenner joins as an equity shareholder and will front a new global campaign tied to a U.S. retail expansion.
- 2026 revenue target
- Roughly $200M, per the company
- Founded
- 2019, by Olivia Ferdi and Daniel Khoury
- Customer base
- Over 20 million customers, per the company
- Jenner's stake
- Equity shareholder; financial terms not disclosed
- U.S. distribution
- Expanding across major U.S. retailers, per the company
TRIP, the UK-founded functional beverage brand, has signed Kendall Jenner as an equity investor and global ambassador as the company pushes deeper into the U.S. market and targets roughly $200 million in revenue for 2026, per the company.
Jenner takes a shareholding in the business alongside a front-facing ambassadorial role in a new global campaign. Financial terms of the equity stake were not disclosed. The move supports TRIP's U.S. retail expansion, which the brand says is extending across major American retailers, though specific retail accounts were not named.
Founded in 2019 by Olivia Ferdi and Daniel Khoury, who left careers in law and finance to build the brand, TRIP positions itself in the calming and functional beverage space. The company says it counts more than 20 million customers and has generated over 30,000 five-star reviews. Its product range spans canned drinks, gummies, and powders, sold primarily through a direct-to-consumer channel in the UK, with U.S. retail distribution now a stated priority.
Why it matters
The Jenner deal reflects a maturing playbook in functional beverages: as the category grows more crowded, brands are seeking celebrity equity partners who bring not just awareness but credibility with aspirational lifestyle consumers. The shift from paid endorsement to equity participation aligns incentives, giving the ambassador a financial stake in distribution growth and revenue milestones rather than a flat fee that expires with the campaign. For a brand targeting nine-figure revenues, the structure also signals readiness to compete on a tier occupied by much larger players.
TRIP's simultaneous push into U.S. retail signals that the brand views that market as its primary growth engine. Shelf space at major American retailers typically demands significant marketing investment and reliable supply infrastructure. A globally recognized ambassador reduces the marketing burden at the moment of entry, while the equity arrangement helps retain her engagement through a longer commercial cycle than a traditional sponsorship would cover.
What to watch
The critical open question is whether TRIP can convert celebrity-driven awareness into durable U.S. retail velocity. Trial generated by Jenner's profile is achievable; repeat purchase in the functional beverage category depends on factors a brand deal cannot guarantee. Observers should also watch whether the $200 million revenue target is met and whether it is accompanied by a financing announcement or a strategic distribution partnership designed to underwrite the U.S. build-out at scale.
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