Kin Euphorics

The brand launched its first product in 2018, positioning itself as a pioneer of the euphoric category: alcohol-free social drinks formulated to support mood and mental clarity rather than mimic the effect of conventional spirits. Adaptogens are plant-derived compounds associated with helping the body manage stress; nootropics are substances linked to supporting cognitive function; and botanicals provide the flavour and aromatic dimension. Kin Euphorics combines the three to create drinks designed for social occasions that are also grounded in what the brand calls brain care.

Bella Hadid joined as co-founder and partner in 2021, and the first product developed in partnership with Hadid followed in 2022. The range is organised into two functional orientations: Rise products, intended for daytime energy and focus, and Rest products, aimed at evening wind-down. Key functional ingredients across the range include Reishi mushroom, GABA, L-Theanine, and 5-HTP. Kin Euphorics is venture-backed, with investors including Canaan Partners and Perennial.

Distribution is primarily direct-to-consumer through the brand's own site, with broader retail expansion underway in the United States. The brand ships internationally and sits in the premium bracket. The range spans eight variants across energising and calming formats, giving drinkers in recovery or sober-curious consumers a range of occasions to work with across the Rise and Rest categories.

The brand's founding proposition, that social drinking can be an act of self-care, has become a recognisable positioning in the AF functional drinks space. Kin Euphorics occupies a distinct corner of the category: its products are not designed to replicate wine or spirits but to offer a standalone social ritual with a functional dimension.