How Kendall Jenner’s TRIP partnership goes beyond a traditional brand deal

Kendall Jenner has taken an equity stake in TRIP and will front its latest global campaign, as the UK-based functional drinks brand targets its next phase of growth.

Jenner will become the face of a global campaign launching on 8 September, focused on how TRIP fits into her routine and helps her manage the pressures of daily life. The size of her stake and the financial terms of the partnership have not been disclosed.

Founded in London in 2019 by married couple Olivia Ferdi and Daniel Khoury, TRIP positions its magnesium- and botanical-infused sparkling drinks as part of a modern wellness routine. The brand forecasts revenue of $200 million in 2026.

“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,” said Jenner. “It’s my favourite way to stay grounded and present in my daily routine; it tastes great and makes me feel amazing.”

Jenner’s shareholder status adds a commercial dimension beyond a conventional endorsement. Ferdi said TRIP wanted an ambassador who could extend the brand’s existing momentum rather than generate initial awareness.

“She’s now both the face of our global campaign and a shareholder in the business, so there’s a much deeper alignment than a traditional ambassador relationship,” Ferdi told TheIndustry.beauty.

Ferdi also pointed to Jenner’s understanding of consumer culture and brand-building as valuable to TRIP’s next stage. Jenner was already a customer before discussions with the founders began, giving the campaign a link to her existing routine.

“We've had brilliant people invest in and champion TRIP from early on, so this isn't the first time someone well-known has believed in what we're building. What's different now is the scale of the opportunity,” Ferdi said.

“TRIP already has incredible momentum in the UK, we're scaling quickly in the US and the wider conversation around calm and mental wellbeing has never felt more relevant. We weren't looking for someone to create that momentum for us. We wanted someone who could help us take what we'd already built to a much bigger global audience without losing what made people fall in love with the brand in the first place.

Ferdi continued: “Kendall has an extraordinary global platform, but what was important to us was that there was already an authentic connection to the brand. She found TRIP as a customer first, so we’re introducing the brand to millions more people through someone who genuinely understands and loves what we’ve built.

“Our mission is to help a billion people find calm in the everyday chaos. This partnership gives us an incredible opportunity to bring that mission to a much bigger audience, while continuing to build the brand in a way that still feels completely true to TRIP.”

The appointment follows rapid distribution growth across Europe and North America. TRIP says it is stocked by every major UK and US retailer, while its global store count has risen from 50,000 in November 2025 to more than 70,000.

Citing Circana data for the 52 weeks to 8 August 2026, the company describes itself as the UK’s fastest-growing carbonated soft drinks brand among those with more than £20 million in prior-year sales.

TRIP’s retail expansion has been supported by external investment. The company raised $40 million at a $300 million valuation in November 2025, with the funding directed towards its US expansion. 

Social commerce is also part of its growth strategy. TRIP says its activity generated more than one billion impressions across Instagram and TikTok over the past year, while the brand has repeatedly ranked as TikTok Shop’s leading food and drinks business.

Ferdi said TRIP intends to double the business in 2027 while retaining its product identity, community, culture and close relationship with customers. Jenner will support that growth as the campaign’s public face and a shareholder, with the US identified as a key growth market.

“We started TRIP in London in 2019 because of this incredibly personal experience we'd had with functional ingredients, and we became obsessed with the idea of making that experience more accessible and enjoyable for other people. In those early days, we were really led by passion and the mission, and I don't think we could ever have imagined how quickly the community would grow around us,” said Ferdi.

“Watching something we started here grow across Europe and North America, and into what people now call the world's leading calming drinks brand, on track for $200 million in revenue this year, is something the whole team are proud of - taking these ingredients from niche to mainstream takes hard work and relentless belief in our mission. 

“We're at a really exciting stage of the business, particularly with the opportunity ahead of us in the US. Kendall has an incredible instinct for culture, consumers and brands, and having that perspective around the business as we grow is hugely valuable.”