Kim Kardashian is facing the public as the face of Update. The Skims founder stars in a satirical 90-second “press conference” video campaign for caffeine-free energy drink that’s rife with lighthearted jabs. “People are always asking about all of the work I’ve gotten done—not that type of work,” Kardashian says from a podium in the commercial. “They always ask, ‘Kim, how do you do so much? Kim, how do you keep going? Kim, are they really real?’ Honestly, my energy is just different.”
The playful remarks keep coming, including “Formulated by a team of leading experts, none of whom are me,” and “I didn’t pass the bar—I raised it,” a reference to her failed California bar exam attempt.
KVideo
While the ad is cheeky, Kardashian is a serious force behind Update’s relaunch. According to Food Dive, the brand was initially launched in 2022 by entrepreneur Daniel Solomons around the headline ingredient paraxanthine, the primary metabolite remaining after the liver breaks down caffeine. The company says that Kardashian became a regular Update customer in 2023, placing large orders and even offering “unsolicited feedback” on flavor and packaging. Kardashian’s customer relationship evolved into a collaboration and the partnership minted by the new ad.
“I really love taking one before a workout too it gives me that little extra boost, especially after school drop-off when I still have a full day ahead of me,” she told People of the beverage. “For me it comes down to being intentional about what I put into my body and my day. That’s actually a big part of why Update resonated with me in the first place. It helps me stay focused, balanced, and present, no matter what my schedule looks like.”
In addition to paraxanthine, the liver also breaks caffeine down into theobromine and theophylline, both of which are metabolites associated with anxiety, nausea, and crashes. By delivering paraxanthine purely instead of caffeine, Update promises to avoid these unpleasant side effects.
“It’s about feeling good,” Kardashian added while speaking with People. “Focused, balanced, and productive without the jitters or that crash later. That’s exactly how I think about wellness, so becoming a co-founder and helping build something that’s actually redefining what energy looks like has been amazing.”
Update is available to purchase now online and at major retailers like Walmart.