THE WHAT?  Kylie Jenner’s beverage brand Sprinter has expanded with the launch of k2o by Sprinter, a new beauty-focused hydration line.

THE DETAILS The launch introduces Advanced Skin Hydration Mix, a range of on-the-go drink sticks formulated with electrolytes, hyaluronic acid and Verisol® bioactive collagen peptides. The product, developed with R&D experts, is positioned to support skin hydration, elasticity and overall appearance from within, with flavours including Strawberry Lychee, Peach and Watermelon Lime. The expansion marks Sprinter’s move beyond alcoholic beverages into functional wellness. The brand will be led by CEO Jay Hunter, while the venture is backed by Night, House Capital and K5 Global, reflecting strong investor support and alignment with broader wellness trends.

THE WHY? The move taps into growing consumer demand for ingestible beauty and functional hydration products, allowing Sprinter to diversify its portfolio and position itself at the intersection of wellness and beauty.

Source: PR Newswire

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