K20 Hydration Brand Will Launch at 2,000 Walmart Stores

The hydration drink line owned by Kylie Jenner is expanding its retail footprint to reach more shoppers across the country.

Updated on Oct. 13, 2026 in Beauty

Gouache-painted illustration of a single glass bottle of functional beverage, representing the expansion of wellness products into retail markets. — Hydration brand K20 is expanding its retail footprint, with plans to stock its collagen-infused beverage line in 2,000 Walmart stores nationwide. AI Illustration. Upload story photo >

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K20, a brand known for its Advanced Skin Hydration Mix, is set to expand its physical retail presence to 2,000 Walmart locations. The drink, which contains collagen peptides, electrolytes, and hyaluronic acid, currently sells at Target and through various ecommerce channels.

Why it matters

This expansion moves the brand into broader physical retail as part of a strategy to capture more of the rapidly growing functional beverage market. The company plans to leverage this growth to introduce new products focused on hormone support, de-stressing, and de-bloating.

Market data estimates the functional drinks industry was valued at $164.7 billion last year, with projections reaching $315.9 billion by 2028. The company has already recorded $12 million in ecommerce sales while targeting consumers aged 20 to 35.

The players

Kylie Jenner

The celebrity entrepreneur and media personality who owns the K20 hydration brand.

K20

A functional drink brand that produces the Advanced Skin Hydration Mix featuring electrolytes and collagen.

Walmart

A major national retailer that will begin stocking K20 products in 2,000 locations.

Target

A national retail chain that serves as an existing physical location for the brand.

The details

The Advanced Skin Hydration Mix is formulated with a blend of electrolytes, collagen peptides, and hyaluronic acid intended for skin hydration. Products will be stocked in the vitamin and pharmacy sections of stores, differentiating the drink from typical sugary beverages. This shift from online-only sales on TikTok Shops and Amazon to major big-box retailers marks a significant transition for the brand, formerly known as Sprinter.

The functional drinks market was valued at $164.7 billion in 2025.
Industry analysts project the functional drinks market will reach $178.9 billion in 2026.
The functional drinks category is forecast to reach $315.9 billion by 2028.

Health Landscape

This retail expansion follows the broader upward trend of the functional drinks market, which continues to grow at an 8.5 percent compound annual growth rate. The shift highlights a move toward integrating beauty-adjacent ingredients like collagen into accessible, pharmacy-aisle consumer goods.

Consumers interested in functional drinks containing collagen or electrolytes can now find these products in the vitamin and pharmacy aisles of major retailers. It is worth discussing with your doctor whether ingredients like hyaluronic acid and collagen are appropriate additions to your specific wellness routine.

The takeaway

The movement of beauty-focused beverages into the pharmacy section reflects an increasing consumer interest in ingestible skin health products. Readers should verify the ingredient lists of functional drinks against their personal health needs before adding them to their daily habits.