It did the job, and then some: fast forward two years later, and Hadid is now officially a co-founder and partner of Kin Euphorics alongside CEO Jen Batchelor.
While celebrity endorsements and brand ambassador roles are nothing new, as co-founder Hadid is taking on a significant role within the company. In addition to her own investment, she’ll help run point on everything from branding to social initiatives and formulation. A tangible example? Kin drinks will soon be infused with lavender grown on the Hadid family farm in Pennsylvania. She’s not content with just being the face of a brand—she wants to build it too. “Creation is my love language,” she says.
Batchelor admits she was surprised when Hadid’s email hit her inbox. After several in-depth conversations, however, she realized Hadid is a “kindred spirit.”
By all accounts, Batchelor’s company was, and is, a success. It’s carried at Soho House, Erewhon, Jean Georges’s abcV and Harmons grocery stores in Utah. They’ve raised over 10 million dollars in funding since launching in 2018, a remarkable feat especially when you consider that Black and Latinx startups only receive 2.4 percent of venture capitalist funding, according to a 2020 Crunchbase report. That, combined with the fact that only 16 percent of food and beverage executives are women, and only five percent those women identify as Latinx, meant the weight was often heavy on Batchelor’s shoulders. “Being a female solo founder in this industry? It’s super lonely,” she admits. So when Hadid expressed interest in taking on a significant, rather than superficial, role, Batchelor jumped at the chance. “The opportunity that we could do this 50/50 percent together, that’s what excited me,” she says.
Hadid and Batchelor have big plans for Kin, many of which they can’t talk about yet. But the biggest is to stress that “brain care is self-care,” says Batchelor. Kin is yes, used as an alcohol-free alternative, but also as a general wellness drink: many of its key ingredients, such Phenylethylamine and rhodiola rosea root extract, improve cognitive function and increase energy levels. “It’s not just for sober people. It’s also for the Wall Street businessmen. It’s for mothers who have to go to work all day and then take care of their kids all night. It’s for people who don’t want to drink but still want to have something that makes them feel good without regret,” Hadid says.
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