Kim Kardashian has taken a new brand under her entrepreneurial belt.

The 45-year-old reality star is now a cofounder of the paraxanthine-powered energy drink brand, Update, founded in 2019 by Daniel Solomons.

Kardashian’s appointment is step one in the company’s wider relaunch strategy, which includes the debut of two new flavors (Pineapple and Grape), a revamped design and a reformulated taste. Update will also enter more than 4,000 Walmart stores in March, marking the retailer’s largest beverage rollout to date.

“2026 is really about expansion and evolution for us,” Kardashian said in a statement sent exclusively to WWD. “This is only the beginning. We have new flavors coming that I’m so excited about — and flavors are not what you typically see in the energy space. We’re also constantly evolving — new ideas, new ways to experience Update. We’re building something modern and fun, but still really aligned with wellness and quality.”

Kardashian first discovered Update three years ago. “It immediately aligned with how I think about wellness and energy. I’m someone who moves at a really intense pace but still prioritizes focus, balance and what I put in my body. The energy category can feel loud and Update offers something different — a more intentional approach designed for sustaining energy. It became part of my routine very naturally,” she continued.  

Soon after, the Skims creator found herself eager to share her thoughts on everything from the formulation down to the packaging of Update. She connected with Solomons to offer her expertise on “what consumers like her look for to feel focused and grounded.” 

“From there, the conversations grew organically into a deeper collaboration,” she said. “I believe in the vision of Update and wanted to play a meaningful role in shaping its future.”

While this is her first official business foray in the energy drink space, Kardashian collaborated with the Celsius-owned brand Alani Nu to launch a limited-edition flavor called “Kimade” in 2023.

In 2017, she lent her talents to the world of color cosmetics and scent with the debut of KKW Beauty and KKW Fragrance. Both brands were ultimately closed in 2022, with the plan to return as “a completely new brand with new formulas that are more modern, innovative and packaged in an elevated and sustainable new look,” she said in a statement at the time. 

That same year, Coty Inc. helped Kardashian expand into skin care with Skkn by Kim, a $630, nine-product line, including a toner, exfoliator, hyaluronic acid serum, vitamin C8 serum, face cream, eye cream, oil drops and a night oil. In January 2024, the brand broke into color cosmetics, debuting Skkn by Kim Makeup.

In March of last year, Skims, Kardashian’s shapewear and apparel company, acquired Skkn by Kim from Kim Kardashian and Coty.