Bella Hadid’s Kin Euphorics Expands Lineup With New Non-Alcoholic Drink

Kin Euphorics, a non-alcoholic beverage brand co-founded by Bella Hadid and Jen Batchelor, has announced the launch of Luna Morada, a new non-alcoholic functional beverage inspired by Latin American flavors.

The launch, timed with the start of Hispanic Heritage Month, aims to celebrate cultural heritage through a blend of traditional ingredients and modern wellness principles. As Batchelor explains, Luna Morada is meant to honor Latin traditions while supporting both mental and physical well-being.

“When I started Kin, I thought about how I wanted to bring more flavor and experience to the category—how you want to sit and connect consciously and think about deepening relationships,” Batchelor tells Forbes. “I’ve always pulled from my experience growing up since day one. I’m inspired by my grandmother's hosting as the central figure in the social scene. I want to bring those values and that energy to the category; I want others to want to sit and connect consciously while deepening relationships.”

Founded in 2018, Kin’s launch of Luna Morada underscores the growing influence of celebrity-owned drink brands in the evolving beverage market. Hadid’s involvement reflects a broader trend in which celebrities are leveraging their platforms to promote not only alcohol but also non-alcoholic options, catering to shifting consumer preferences.

It also aligns with the rising popularity of non-alcoholic spirits and drinks, as more people embrace mindful consumption and seek wellness-oriented products. The functional beverage category, in particular, is experiencing rapid growth. Sales of functional beverages jumped a whopping 54% to $9.2 billion between 2020 and 2024, according to NielsenIQ. The category has generated $1.2 billion in sales in grocery stores in 2024 alone, according to Alix Partners. The functional beverage market in North America alone is forecasted to grow to at least $70.8 billion by 2028.

Batchelor emphasizes that Luna Morada was designed to be enjoyed alongside meals or as a digestif, aligning with its wellness-focused mission.

“What I hope consumers experience with Luna Morada is a sense of grounding and connection—not only to their own well-being, but also to the cultural richness behind the ingredients,” she says.

Luna Morada incorporates a mix of purple maize, wormwood, milk thistle and warming spices such as cinnamon and clove. These ingredients were carefully selected for their functional health benefits, which include aiding digestion and liver detoxification. Batchelor says that the drink draws on the Andean tradition of boiling purple corn to create a base rich in antioxidants and nutrients.

“We carefully selected ingredients that not only honor the cultural inspiration but also provide meaningful functional benefits,” she says. The beverage also incorporates pineapple, mango and tamarind to add more layers of flavor.

Luna Morada also marks the first product in Kin Euphorics’ portfolio that directly celebrates Batchelor’s Cuban-American heritage.

“Given my last name, I’ve never really seen or embraced as a Latina in business, but there’s always been this Latinidad running through the DNA of the brand,” Batchelor says. “Since I’ve had to claim my background, it’s so exciting to offer this flavor into the world and be vocal and publicly honor our heritage that embraces all Latinidad: Peruvian with the corn tradition, hibiscus (signature to Caribbean cultures) and the spice profiles.”

Thus, the product’s launch is also a statement on embracing cultural diversity. “Through the creation of Luna Morada, we’re celebrating the flavors, stories and wisdom passed down through generations in Latin America,” says Batchelor. “It’s a reminder of how important it is to honor where we come from while sharing that heritage with the world in a way that’s modern and inclusive.”