Kendall Jenner, the American model and reality television star, has acquired a minority stake in Trip, the London-based drinks and supplements company best known for its cannabidiol (CBD) soft drinks, and will become the face of the brand’s new global campaign.
Jenner, 30, from Los Angeles, has one of the largest social media followings in the world, with 277 million followers on Instagram. She launched her own tequila brand, 818, in 2021, and had been a long-time fan of Trip before the deal, according to Olivia Ferdi, the company’s co-founder.
Trip was founded in 2019 by Ferdi and her husband, Daniel Khoury, and launched in the UK with a range of CBD soft drinks. Its bestselling range, Mindful Blend, combines lion’s mane, an extract of non-psychedelic mushrooms, with magnesium, camomile and L-theanine, a compound associated with relaxation.
Ferdi, 36, said Jenner’s investment was significant for Trip’s next chapter. “Her followers obviously outweigh a lot of countries’ populations … and she has a ton of credibility,” she said. Because Jenner was a “genuine customer [it will] make it more meaningful when she’s speaking to her audience”, Ferdi added.
Jenner said: “When I met Liv and Dan, I instantly connected with what they’re building. 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.”
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