The entrepreneur expands her empire with Update, a paraxanthine-powered energy drink set to launch in more than 4,000 Walmart stores in its largest beverage rollout to date.
Kim Kardashian adds another strategic move to her entrepreneurial trajectory by becoming co-founder of Update, an energy drink brand founded in 2019 by Daniel Solomons and formulated with paraxanthine, a compound associated with more sustained and mindful energy. Kardashian’s appointment marks the first step in an ambitious relaunch strategy that includes new flavours, a refreshed visual identity and large-scale retail expansion.
The growth plan introduces two new flavours — pineapple and grape — alongside a reformulated taste profile and updated branding. In addition, Update will enter more than 4,000 Walmart stores in March, representing the retailer’s largest beverage launch to date. This expansion positions the brand as one of the most ambitious projects within the energy drink sector in 2026.
According to Kardashian, the aim is to evolve the category towards a concept more closely aligned with wellness. She has explained that she first discovered Update three years ago and felt an immediate connection with its philosophy around energy and balance. In a market saturated with loud, stimulant-heavy options, Update proposes a more intentional approach focused on sustained energy, mental clarity and ingredient quality.
Kardashian’s involvement extends beyond financial investment. From the outset, she actively participated in discussions around formulation, positioning and packaging, contributing insights into what consumers who prioritise focus and wellbeing are looking for. This gradual involvement developed into a deeper collaboration, ultimately formalising her role as co-founder.
Although this marks her first official venture in the energy drink sector, Kardashian has previously collaborated within the category. In 2023, she launched a limited-edition flavour called “Kimade” in partnership with Alani Nu, a brand owned by Celsius. However, Update represents her first structural, long-term project in this space.
The move aligns with a broader entrepreneurial path defined by diversification. In 2017, she entered the beauty industry with KKW Beauty and KKW Fragrance, both of which closed in 2022 with plans to relaunch under a more modern and innovative identity. That same year, in partnership with Coty Inc., she expanded into skincare with Skkn by Kim, a $630 nine-product line that included essential facial treatments. In January 2024, the brand moved into colour cosmetics with Skkn by Kim Makeup.
Meanwhile, Skims, her shapewear and apparel company, strengthened its market position after acquiring Skkn by Kim last March, consolidating strategic control over her portfolio. This ability to integrate and scale projects reveals a clear pattern: Kardashian does not merely lend her name; she builds business structures.
With Update, she enters a highly competitive category, but with a differentiated narrative. The focus on paraxanthine as an alternative to traditional caffeine, combined with alignment to contemporary wellness culture, positions the brand at the intersection of performance and self-care. In a context where consumers seek energy without compromising balance, the proposition speaks directly to evolving priorities.
The rollout across thousands of retail locations confirms that this is not a short-term experiment but a structured expansion plan. For Kim Kardashian, 2026 appears to be a year of consolidation and business growth. For Update, it offers the opportunity to reshape perceptions of the traditional energy drink and redefine it through a more modern lens.
Beyond media impact, the move reflects a broader industry shift: celebrities are no longer simply endorsing products; they are becoming architects of their development. In this case, the strategy combines global visibility, mass distribution and a narrative aligned with modern wellness culture.
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