The latest product backed by Night‘s venture studio emerged out of a partnership between the creator management firm and the fifth most-followed Instagram star in the world. Kylie Jenner has tapped into the world of creator products to launch k2o, a hydration powder filled with beauty-boosting ingredients.
Jenner is already one of the world’s richest Gen Z entrepreneurs, and k2o will extend her business interests by building off of her vodka soda brand Sprinter. By packing in ingredients like hyaluronic acid and collagen peptides, k2o adds skincare elements to its electrolyte base. The result is a product that’s tailor-made for Gen Z festival attendees and other go-getters.
This is hardly Jenner’s first product launch (her Kylie Cosmetics line has achieved a $1.2 billion valuation in the past), but her alliance with Night adds an intriguing wrinkle to k2o’s genesis. Night CEO and Founder Reed Duchscher told Tubefilter that the hydration line came to be after a mutual friend introduced him to Kylie and her mother Kris Jenner. He described the younger Jenner daughter as “one of the biggest creators and a generational entrepreneur.”
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“The star power and aura around them is unmatched,” Duchscher said. “It felt very natural that she should have something in the health and wellness space.”
Night’s resume in the world of creator products has ranged from MrBeast’s Feastables to AMP’s skincare line Tone. Those experiences have helped the agency understand how creators can leverage their personal brands and channels to drive sales. Jenner, who reaches nearly 400 million Instagram followers, already operates like a digital-native creator — and that makes her well-equipped to use social media to promote k2o.
To that end, the Sprinter brand has its own operating team, with CEO Jay Hunter arriving from a C-level position at the supplement company Mary Ruth’s. As Hunter applies his expertise to k2o, Night will play a supporting role, operating as what Duchscher calls “the most internet-obsessed company in the world.”
Night will continue to elevate its status through additional product launches. Duchscher told Tubefilter that several upcoming lines will add to the firm’s presence in the health, wellness, and beauty sectors.
Those endeavors will take advantage of the increasing closeness between Night’s roster of social media talent and traditional celebrities. “It’s a byproduct of the creator system not only continuing to grow, but the biggest stars continuing to have more intersections with traditional talent,” Duchscher said.
At launch, k2o is available through the Sprinter website.
