TRIP, the calming beverages brand valued at $550 million, has signed Kendall Jenner as global ambassador and equity shareholder, anchoring its largest marketing campaign to date as the company tracks toward $200 million in revenue for 2026.
Jenner joins fellow equity shareholders Joe Jonas and TikTok creator Madeline Argy in a multi-market TV and out-of-home push titled "Calm in the Chaos." The campaign is running live in the United States and the United Kingdom, with billboard placements spanning Times Square in New York, Hollywood Boulevard in Los Angeles, and central London, where TRIP was founded. Digital content timed to TikTok and Instagram is rolling out concurrently.
The Numbers
TRIP is the fastest-growing sparkling drinks brand in the US year-to-date, according to SPINS data covering multi-outlet sales through July 12, 2026. The calming drinks segment — which the brand claims to lead — is also the fastest-growing functional beverage category overall this year, outpacing gut health, protein, and hydration products, per the same data source. US consumers now rank mental wellbeing as their top health priority after weight loss, according to Toluna survey data cited by the company. TRIP products are stocked nationally at Target and Whole Foods Market, as well as across hospitality and natural retail channels.
Why It Matters
The decision to bring all three talent on as equity shareholders, rather than straight endorsement deals, reflects a broader trend in the better-for-you beverage space: founders seeking celebrity co-investors whose consumer credibility can accelerate retail velocity and social reach. TRIP's co-founder and Chief Executive Olivia Ferdi said the arrangement reflects genuine brand affinity: "Collaborating with Kendall, Joe and Madeline — all genuine customers and fans of the brand — lets us tell that story in a way that feels real, playful and true to who we are." The brand generated more than one billion global impressions across Instagram and TikTok in the past year and is described as one of the most-purchased beverages on TikTok Shop globally, a channel increasingly central to functional beverage growth strategies.
What's Next
Founded in 2019 by Olivia Ferdi and Daniel Khoury, TRIP has expanded from a UK-origin brand into a transatlantic operation in under seven years. The $200 million revenue target for 2026 would represent a significant scale milestone for an independent operator in a category that also faces rising competition from established soft drink and energy drink players moving into functional and alcohol-alternative formats. The magnesium-and-botanicals formulation positions TRIP firmly in the low-calorie, non-alcoholic social drinking occasion — a segment that has gained sustained shelf space as foodservice and retail buyers respond to demand for moderation-friendly options.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
