Kylie Jenner’s wellness brand, k20, is expanding its retail presence by debuting in approximately 2,000 Walmart stores following its recent launch at Target. The product, a hydration stick that offers skin benefits through ingredients like clinically-backed collagen peptides and hyaluronic acid, fits within the growing beauty-from-within segment. The brand’s CEO, Jay Hunter, explained that the shift toward beauty and wellness comes from Jenner’s personal passion and the market opportunity, moving away from the company’s earlier incarnation as Sprinter, a vodka seltzer brand.

k20 is strategically placed in the vitamin and pharmacy sections of Walmart and Target to align with active nutrition products such as green powders and protein shakes. This positioning mirrors similar launches in the wellness space, including Khloe Kardashian’s Khloud Plus Collagen protein chips at Walmart. Jenner’s massive social media influence, ranking her as the fifth most followed person globally on Instagram, is a strong driver for k20’s uptake, enhanced by a marketing focus on TikTok Shops and a creator-influencer network that generates significant brand momentum and approximately $12 million in ecommerce sales.

The hydration sticks offer skin hydration, elasticity improvement, and wrinkle reduction, targeting women aged 20 to 35 as a convenient alternative or supplement to daily water intake. k20 currently comes in watermelon lime, peach, and strawberry lychee flavors, with new flavors such as cran-apple in development. Hunter emphasized the brand’s vision to expand into adjacent beauty and wellness categories, including products addressing de-bloating, stress relief, and hormonal balance while retaining core hydration and electrolyte benefits.

Backing k20’s vision is Night Ventures, a consumer venture studio, whose managing partner Ben Matthews praised Jenner’s clear perspective on future beauty trends and credited the experienced leadership team for surpassing expectations. The functional drinks sector remains robust, valued at $164.7 billion last year with projected growth to $178.9 billion by 2026. Jenner’s k20 aims to capitalize on this market growth by creating hydration products that do more than quench thirst, blending wellness, beauty, and convenience into a single brand experience.