Kendall Jenner has taken a stake in Trip, a fast-expanding British drinks and supplements business.
The 30-year-old model has bought an undisclosed minority holding in the firm and will front its new global promotional campaign.
Headquartered in London, Trip ranks among the UK’s fastest-growing food and drink companies after being established by husband-and-wife founders Olivia Ferdi and Daniel Khoury in 2019.
The business is prominent for its range of cannabidiol (CBD) soft drinks, while its lineup also features magnesium and additional supplements.
Ms Jenner, who commands a massive social media following, joins several other high-profile investors in backing the firm, including Joe Jonas and Rosie Huntington-Whiteley.
A funding round led last year by New York investment group Coefficient Capital assigned the business a valuation exceeding 300 million US dollars (£222 million).
Ms 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. It’s my favourite way to stay grounded and present in my daily routine; it tastes great and makes me feel amazing.
“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.”
According to Companies House filings, Trip recorded revenues of nearly £67 million over the previous financial year.
Ms Ferdi said: “Kendall perfectly embodies the way we think about calm today, not stepping away from a full life, but finding moments within it to reset, feel present and be your best authentic self.
“She truly connects with our mission.
“We’re thrilled to be partnering with her, and now launching our brand new campaign together.”
CBD, or cannabidiol, is an active ingredient in cannabis. While it is one of hundreds of components in marijuana, CBD doesn’t cause a high by itself. CBD has been used to treat epilepsy and may also help alleviate anxiety, insomnia, chronic pain and addiction.