Beyonce’s not just about Lemonade—she just made a substantial investment in everyone’s favorite summer superfood, watermelon, making her the latest celeb to bet on the wellness industry.
The superstar is an investor in WTRMLN WTR, a cold-pressed watermelon water startup, Fortune reports. The watermelon drink trend started a couple of years ago, with the fruit’s admirers saying it’s super-hydrating (it’s mostly water) and a good source potassium and vitamin A. But you know something’s about to go mainstream if Queen Bey herself is behind it (remember when she went vegan?). Clearly she’s crazy in love with wellness, as her line of Ivy Park athleisure just launched as well.
Leonardo DiCaprio is, too: He just announced his investment in Runa—alongside actors Channing Tatum, Marlon Wayans, and Adam Rodriguez. The Brooklyn-based beverage startup aims to support Ecuadorian farmers through a sustainable supply chain of organic guayusa tea drinks. We’ve all known Leo (as we like to call him) has always been passionate about the environment—his Oscars acceptance speech was basically a love letter to the earth. And this isn’t his first time in the wellness beverage rodeo: last year, he invested in Suja Juice along with Jared Leto and Sofia Vergara.
Having mega-famous stars behind wellness beverages is further proof that the healthy food industry is booming—and lucrative. These celebs are putting not just their faces behind a brand, but their own money. In fact, Dicaprio’s investment is the first of its kind: He’s actually donating his shares in Runa to indigenous community groups in the Amazon, which makes them direct shareholders in the company’s future.
Bey wants “to deliver accessible wellness to the world,” she said in a statement. And she’s not only supporting a healthy drink—she’s showing her support for lady-bosses as well: “This is more than an investment in a brand, it’s an investment in female leaders, fitness, American farmers, and the health of the people of our planet.”
Investing in healthy beverages isn’t new to the celebrity world. Madonna invested in VitaCoco back in 2010, along with Demi Moore, Matthew McConaughey, and Anthony Kiedis. And other stars—like Elle Macpherson and Gwyneth Paltrow—have founded their own wellness companies or natural beauty brands. However they choose to do so, having recognizable names attached to brands is changing the wellness industry. I mean, who doesn’t want to hydrate like Beyoncé?
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