From Maxim · · 1m 20s
Kendall Jenner joins the calm drinks boom
A supermodel, a magnesium soda and a $200 million year: how TRIP turned relaxing into a business.
In brief
A supermodel, a magnesium soda and a $200 million year: how TRIP turned relaxing into a business. Calm is now a product category, and TRIP is betting celebrity faces can sell it to people who never actually slow down. Originally reported by Maxim.
Kendall Jenner signs on
The model and entrepreneur is the new global ambassador for TRIP, a brand selling 'natural calming drinks'. It is the company's biggest global campaign so far.
A husband and wife built it
Olivia Ferdi and Daniel Khoury launched TRIP in 2019. The line now covers magnesium sparkling drinks, gummies and powders.
She was already a customer
Jenner says she has been buying TRIP for a while, and pitched the partnership as part of her daily routine rather than a new discovery.
“I've been obsessed with TRIP for a while, the product is incredible”
One more brand in the stack
She fronts 818 Tequila, which now sells a $200 premium bottle, and recently ran campaigns with Adidas and Armani Beauty. Calm sits alongside the tequila.
Headed for $200 million
Botanicals and magnesium in citrus and tropical flavors, poured into pastel cans built for TikTok. TRIP expects $200 million in revenue this year.
Calm without slowing down
CEO Olivia Ferdi framed the fit as finding reset moments inside a packed life. You can buy it online, at Whole Foods and at Erewhon.
“not stepping away from a full life, but finding moments within it to reset”
In short
Calm is now a product category, and TRIP is betting celebrity faces can sell it to people who never actually slow down.
