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A gift sent to reality TV star Khloe Kardashian in hopes of a mention on her Instagram page, she has become the influencer by buying a stake in New Zealand wellness company Dose & Co.
Kiwi nutritionist and food blogger Libby Matthews started Dose & Co with her brother Ryan Matthews last year to sell powdered collagen supplements with no fillers or fake sweeteners.
Almost 18 months later, Matthews secured Kardashian, who has more than 122 million followers on Instagram, to become an ambassador and co-owner of the Dose & Co. brand.
Dose & Co is part of the consumer business of Zuru, the toy empire of kiwi billionaire Mowbray Siblings, Zuru Edge
Zuru Edge’s director of global content, Steven Fernandez, said that Matthews and Kardashian began talks after the reality TV star was impressed by some of the Dose & Co giveaways she tried.
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“I was researching brands and talking to experts from around the world when I discovered Dose & Co. Once I tried the brand, I quickly saw how easily it fit into my routine and overall lifestyle. I was so impressed by the ingredients, the results and the vision that I knew I wanted to get more involved, ”said Kardashian.
Kardashian said she joined Matthews during her post-pregnancy journey.
Libby Matthews, founder of Dose & Co.
“Libby gave birth to her daughter around the same time I gave birth to True and we both found collagen to be of great help in the post-pregnancy stages. Libby and I came together throughout this journey and I loved how she was on a mission to make premium collagen accessible to more young mothers like us, ”she said.
Dose & Co is expected to launch in the United States on Tuesday and will retail for $ 25- $ 35 on Amazon, GNC, Target and Wegmens Food Market.
While Fernández did not disclose how much of the business Kardashian now owned, she said she would be involved in product development, marketing strategies and content management.
Supplied
Khloe Kardashian bought a stake in the Kiwi company Dose & Co and became its brand ambassador.
This partnership was expected to be “bigger” than Kardashian’s last major collaboration with a brand: American denim company Good American, which reportedly made $ 1 million (NZ $ 1.5 million) in sales in its first day.
In New Zealand, Dose & Co began selling in supermarkets earlier this year.
According to Hopper HQ, Kardashian charged around US $ 480,000 (NZ $ 720.00) per sponsored post on Instagram. Another Kiwi businesswoman, Iyia Liu, said that she once paid Kardashian’s sister Kylie Jenner $ 300,000 to feature her product in an Instagram post.
