Kylie Jenner is staging an intervention on her own brand. The makeup mogul appears to be completely overhauling Sprinter, the ready-to-drink vodka seltzer line she launched nearly two years ago, pivoting hard into the health and wellness space. New trademark filings and cryptic social media posts suggest the 28-year-old billionaire is trading cocktail cans for protein shakes.
The rebrand rumors began when fans noticed Sprinter’s social media accounts had gone dark. The company scrubbed its online presence, sparking speculation that Jenner was quietly distancing herself from the brand. But the youngest Kardashian sibling quickly shut down those whispers with a simple Instagram story: the Sprinter logo, accompanied by the words “We’ve been working honey”
What Jenner is actually working on became clearer after a deep dive into recent trademark filings. Sprinter’s parent company has registered for a sweeping new category of products over the past few weeks, including dietary and nutritional supplements, supplement shakes, energy bars, vitamins, and multiple varieties of powders for energy drinks, sports beverages, and non-alcoholic cocktail mixes.
Jenner herself added fuel to the speculation by posting a video of her hand pouring a powdered substance into a water bottle, directly tagging Sprinter’s account. The imagery couldn’t be further from the canned cocktails the brand originally sold.
The Kylie Jenner Sprinter brand pivot represents a strategic retreat from the oversaturated hard seltzer market, which has seen dozens of celebrity-backed entries struggle to maintain shelf space. By moving into supplements and wellness products, Jenner is returning to familiar territory, the health and beauty space where she built her fortune.
The Sprinter overhaul is just one piece of what’s shaping up to be a massive year for Jenner. Insiders tell NewsNation that 2026 is going to be her year, with multiple business moves already in motion.
Her clothing label KHY is undergoing a major relaunch, transitioning from a collaboration-centric model to a standalone collection. “It’s all her, her taste and her designs,” one insider revealed. The new direction will be overseen by momager Kris Jenner and likely supported by family friend Lauren Bezos.
The beauty empire continues expanding too. Jenner recently launched Cosmic Intense, a new fragrance for Kylie Cosmetics, channeling Britney Spears in her heyday with a red pleather catsuit campaign. “A deeper, more seductive take on Cosmic… rich, warm, and addictive… just in time for Valentine’s Day,” she wrote on Instagram.
Amid the business blitz, Jenner’s three-year relationship with actor Timothée Chalamet remains strong, if carefully guarded. The couple, who live together with her two children Stormi and Aire, navigate fame with a deliberate approach to privacy. Sources say they go out constantly in New York and LA, but a sophisticated security team gets them in and out via side doors, making their public appearances rare but their private life full.
Chalamet has publicly acknowledged Jenner’s importance in his life during awards season. At the Critics’ Choice Awards in January, he thanked her while accepting Best Actor for Marty Supreme: “Thank you for our foundation. I love you. I couldn’t do this without you.” Jenner mouthed “I love you” back from the audience.
Caitlyn Jenner recently gave her blessing to the romance, telling TMZ that Chalamet is “a great kid… phenomenal actor” and “very good to Kylie, which is even more important”.
No official announcement date has been set for Sprinter’s new direction, but Jenner’s “we’ve been working honey” suggests news is imminent. The wellness space represents a massive opportunity, and significant competition. But if anyone knows how to sell lifestyle products to millions of devoted fans, it’s the woman who turned lip kits into a billion-dollar empire.
For Jenner, the Sprinter pivot isn’t just about changing products. It’s about aligning her portfolio with her actual life. As a mother of two who shares her workouts and meals with fans, the move into supplements and nutritional shakes feels more authentic than canned cocktails ever did. Sometimes the best business move is knowing when to change direction.
