Celebrity Founder: Kylie Jenner
Brand Name: k2o by Sprinter
Deal Type: Brand Extension / Sub-Brand Launch
Announced: April 8, 2026
Impact: Positions Sprinter as a full lifestyle platform, adds a high‑margin wellness SKU for Kylie Jenner, and strengthens the Kardashian‑Jenner footprint across beverage, beauty, and wellness
- Kylie Jenner launched k2o by Sprinter on April 8, 2026, a beauty-focused hydration sub-brand extending her vodka soda label, Sprinter, into the functional wellness space.
- The debut product, Advanced Skin Hydration Mix, is formulated with electrolytes, hyaluronic acid, and Verisol Bioactive Collagen peptides, clinically shown to improve skin elasticity in as little as four weeks and increase skin hydration in eight.
- The 20-count pack retails for $39.99, available on drinksprinter.com and TikTok Shop at launch, rolling out to 180 countries via iHerb on April 16, and hitting Amazon this summer.
- The expansion is backed by Night venture studio, House Capital, and K5 Global, reflecting strong investor alignment with the growing beauty-from-within trend.
Kylie Jenner is taking her Sprinter brand beyond the bar cart. The entrepreneur officially launched k2o by Sprinter on April 8, a new beauty-led hydration line packed with electrolytes, hyaluronic acid, and Verisol Bioactive Collagen peptides designed to improve skin from the inside out.
The line debuts in three flavors (Strawberry Lychee, Peach, and Watermelon Lime) with Kylie teasing the launch as “hydration, but make it prettyyy.”
The product is deliberately positioned as a beauty item rather than a traditional sports hydration mix, tapping into surging consumer demand for ingestible beauty solutions, particularly among Gen Z shoppers.
The brand is backed by Night venture studio, the firm behind MrBeast’s Feastables, along with House Capital and K5 Global, led by co-founder Michael Kives.
K5 Global’s portfolio runs deep in the Kardashian-Jenner universe: the firm also backs Kendall Jenner’s 818 Tequila and Khloé Kardashian’s Khloud Foods, whose protein chip launch earlier this year, followed a similar better-for-you positioning.
Jay Hunter joins as CEO to lead the brand’s category expansion, bringing deep CPG and omnichannel marketing expertise to the role.
Beyond k2o, Kylie recently added Alo Yoga (October 2025) to her endorsement roster and in February 2026 she collaborated with Kourtney Kardashian Barker’s Lemme brand on a wellness drop. Sister Kim Kardashian similarly made waves this year fronting the NikeSkims campaign.
Takeaways
This launch isn’t just a product drop, it’s a strategic pivot. As alcohol consumption dips and the “beauty from within” category explodes, Kylie is repositioning Sprinter from a party drink to a full lifestyle brand that travels with you before, during, and after the event.
The K5 Global connection is worth watching too: the firm is quietly building a Jenner-Kardashian wellness empire, stacking 818 Tequila, Khloud Foods, and now k2o under the same investment umbrella.
Kylie’s TikTok Shop-first approach is also a tell: this is a Gen Z brand moving at Gen Z speed, built to go viral before it goes wide.
Will K2O by Sprinter convince beauty fans to “drink” their skincare as part of a daily routine? How much does a celebrity founder matter in the crowded hydration aisle?
