Last month, according to INC, reality TV star, entrepreneur, and social media influencer Kim Kardashian added another Co-founder title to her impressive resume. This time, she was able to bring her business and marketing savvy to the company Update.
Update is an energy drink brand that has been in business for almost 5 years. The company was originally launched back in 2022 by founder investment banker Daniel Solomons, along with the Hess family. The Hess family might be familiar to you because they are known for their oil and gas company, Hess Corp, which they sold to Chevron for $53 million back in October of 2023.
The New York City-based brand, which uses paraxanthine, a compound humans produce after ingesting caffeine, to provide what it calls “smooth and controlled energy” without jitters, is relaunching as it adds Kardashian to its leadership team.
As part of the Update’s relaunch, the company also made its retail debut earlier this month, making its products available for purchase at more than 4,000 Walmart locations. The price of the energy drink is $2.99 per can online. They also offer a variety of flavors, including berry, grape, mandarin, and peach.
According to the press release, Kim K discovered the brand in 2023 through a shared interest in functional wellness and intentional energy.
Kim, who prioritizes focus, balance, and food intake while moving at an intense pace, was intrigued by UPDATE’s approach to focused energy meant for sustained performance instead of overstimulation
She started off with personal intrigue, and it quickly became a part of her daily routine. Kim’s team was a consistent daily consumer in 2024 due to their continued large, consistent orders.
Kim, a longtime customer of the product, began providing thoughtful, uninformed feedback on flavor, formulation, packaging, and how the brand could better serve modern, high-performing consumers. These conversations naturally led to a deeper collaboration, which ultimately resulted in a partnership.
By the middle of 2025, the social media influencer wasn’t just a customer or brand advisor; she was helping to shape the next generation of mass marketing.
“As we relaunch UPDATE, Kim’s role as co-founder has been instrumental. Her perspective on purposeful energy and her instinct for what resonates culturally have sharpened our long-term vision for the brand,” said Solomons, CEO & Co-Founder.
” Looking ahead, our focus is simple: build the most trusted, science-backed energy brand on the market and continue challenging the status quo with products designed for clarity, control and everyday performance. This moment is a major milestone for the brand and the business, but we’ve got big plans together – and we’re just getting started.”
Kim Kardashian’s involvement directly reflects her dedication to creating a new standard of energy that is both intentional and functional.