Kendall Jenner has expanded her business ventures with an investment in the calming drinks brand Trip, which is projected to generate $200 million in revenue by the end of the year. Jenner will also serve as the brand's new Global Ambassador for its wild strawberry flavor.
Trip drinks, launched in 2019, are non-sparkling beverages formulated with CBD, magnesium, and adaptogenic botanicals aimed at managing everyday stress. Jenner, who has been open about her past struggles with anxiety, stated her connection to the brand's mission. "When I met Liv and Dan [founders Olivia Ferdi and Daniel Khoury], I instantly connected with what they’re building," Jenner said. "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's founder Olivia Ferdi highlighted Jenner's potential impact, noting that "her followers obviously outweigh a lot of countries’ populations … and she has a ton of credibility." Ferdi added that Jenner's genuine customer status would make her endorsements more meaningful.
Jenner has previously discussed experiencing severe anxiety and panic attacks. In a 2024 interview with Vogue, she described morning routines and physical activity as helpful coping mechanisms. She has also shared earlier instances of anxiety, recalling a period in childhood when she felt unable to breathe and sought medical attention, though her condition was not identified as anxiety at the time. Jenner noted that the full-on panic attacks returned years later, leading her to seek information and understanding about anxiety.
This investment marks Jenner's second foray into the beverage industry. In May 2021, she launched her tequila brand, 818 Tequila, which has achieved international recognition. Jenner expressed a desire for her tequila brand to be valued for its quality independently of her involvement.