Kylie Jenner's K20 Will Launch at 2,000 Walmart Stores

The hydration drink brand is expanding its retail footprint beyond Target to reach more consumers nationwide.

Updated on Oct. 13, 2026 in Beauty

Bold vector editorial illustration of a hydration stick on a shelf with abstract water droplets, representing retail expansion. — Kylie Jenner’s hydration brand, K20, is expanding its retail reach by launching in 2,000 Walmart locations across the United States. AI Illustration. Upload story photo >

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Kylie Jenner's hydration stick brand, K20, will expand to 2,000 Walmart locations nationwide. This move builds on the brand's established presence at Target, where it markets its Advanced Skin Hydration Mix.

Why it matters

The expansion signals a strategic push by the company to capture a larger share of the booming functional drinks market. By entering major big-box retailers, the brand aims to increase its accessibility among its core demographic of women aged 20 to 35.

K20, which has generated $12 million in ecommerce sales, features a formula including electrolytes, collagen peptides, and hyaluronic acid. The brand previously operated under the name Sprinter.

The players

Kylie Jenner

She is a prominent media personality and business founder who owns the hydration brand K20.

Walmart

It is a multinational retail corporation that serves as the new primary retail partner for the K20 brand.

Target

It is a national retail chain that serves as the existing brick-and-mortar seller for K20 products.

The details

Currently available at Target, the brand utilizes a direct-to-consumer strategy through TikTok Shops, Amazon, and its own website. Future growth plans include diversifying its product portfolio into beauty-adjacent categories like hormone support and de-bloating, alongside the launch of a new cran-apple flavor.

The functional drinks market reached a value of $164.7 billion in 2025.
Analysts project the functional drinks market will hit $178.9 billion in 2026.
The functional drinks market is expected to reach $315.9 billion by 2028.

Culture Shift

K20's retail expansion reflects a broader shift toward integrating skincare and health into the functional beverage market. This strategy capitalizes on the growing consumer demand for beauty-from-within products that blend wellness routines with daily hydration.

Shoppers can expect to find the Advanced Skin Hydration Mix displayed in the vitamin and pharmacy aisles of their local stores. This transition will make it easier for customers to purchase the brand alongside their regular grocery shopping rather than relying solely on online shipping.

The takeaway

The brand's move into a major retailer highlights the high market potential for products that combine beauty ingredients with functional beverages. Consumers looking to try these products should monitor store availability in their local pharmacy and vitamin aisles in the coming months.