UK functional beverage brand TRIP has announced that Kendall Jenner has joined the company as a global brand ambassador and equity shareholder, marking what the brand describes as its biggest milestone to date.

Jenner was a TRIP fan and customer before any partnership was established. She will also serve as the face of the brand’s newest global marketing campaign.

Kendall Jenner said: “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.”

Olivia Ferdi, Co-founder of TRIP, said: “Calm is becoming one of the defining consumer needs of our generation and there couldn’t be anyone better to help us take our mission to the next level. What makes this one particularly special is that Kendall was a TRIP fan and customer long before there was ever a partnership. When we sat down together, she talked about calm the same way we do – small sips and rituals to help you feel connected, present, your best self.”

Daniel Khoury, Co-founder of TRIP, said: “What started as an idea around our kitchen table has grown into a global movement changing the way people drink. Calm isn’t about stepping away from a full life – it’s about finding moments within it to reset, feel present and show up as your most authentic self. That’s exactly why Kendall feels like such a perfect fit for TRIP.”

Founded in London, TRIP positions its magnesium and botanical-infused sparkling drinks as part of a modern wellness routine, at a time when consumers are increasingly asking more from their beverages.