Kim Kardashian is a Paraxanthine Princess
It's a good day to be a biohacker babe
Kim Kardashian joins her Jenner sisters in owning a beverage brand as she announces she’s become co-founder of Update, originally founded by Daniel Solomons, a former investmet banker based in NYC alongside the Hess Family (that one). This story should come to no surprise if you’ve watched the last seasons of Kardashians on Hulu, Kim hasn’t been able to put the drink down since she first tried it, in her own words, “Update had quietly become my go-to energy source"—Kim previously had collaborated on an energy drink with Alani Nu called KIMADE. Update’s unique proposition is energy and focus derived from paraxanthine, an ingredient that is a byproduct of caffeine, that has been quietly popping up in mainstream from drink powders to coffee, with the promise of being a better type of energy drink, one without the jitters or crash that comes from taking high amounts of caffeine.
The ingredient itself is well known amongst the biohacking communities, Solomon’s notes that Kim advised on the rebrand, alongside Dayjob, to make it “feel less masucline tech bro”—indeed there is a lot of money to be made from targeting the biohacking baddies, see Alani Nu’s acquisition and Monster’s new brand FLRT. It makes sense for someone like Kim, that has had Bryan Johnson and Andrew Huberman on her show, would lead the charge of getting the girlies paraxanthine pilled. The brand feels very SKIMS coded, Rion Harmon, co-founder of Dayjob told me, “the brand is Kim, we were the conduit, we were the vessel” when commenting on their role in Update’s new look.
Kim Kardashian is 45 and has been pretty open about her obsession with wellness and longevity, remember when the sisters took a blood test to see who had a younger biological age? We’ve predicted the rise of new biomarkers and wearables will shape and influence the food and beverage world, from alcohol consumption to caffeine reduction. In an era of optimization, aging Millennials and GenZ, who now have the power to see how everything they intake directly affects them in real time thanks to advances technological advances, are looking for products that will be actually beneficial, and not just buzzwords slapped unto a label.
