From flattering shapewear to personalised emojis, Kim Kardashian already has a number of successful products under her belt.
Now, the Keeping Up With the Kardashians star has turned her attention to energy drinks, with the launch of a new beverage called Update.
Unlike popular brands like Red Bull or Monster, Update is caffeine-free, and instead uses a chemical called paraxanthine.
'Energy, Uncompromised. Delivering intentional energy without the tradeoffs,' the company claims on an Instagram post.
So, what is in the drink, and is it safe?
Following the launch, Professor Colin Davidson, a professor of neuropharmacology at the University of Lancashire, has dissected the ingredients.
According to the scientist, paraxanthine itself is safe - although another key ingredient may raise alarm bells.
'The main uncertainty relates to sucralose. While widely approved for consumption, some research suggests that long-term intake could affect metabolic health, although the evidence remains mixed and the quantity here is unknown,' he explained in an article for The Conversation.
Most energy drinks use caffeine, which is a natural stimulant that can increase alertness, reduce fatigue, and enhance physical performance.
Instead, Kim's brand has opted to use paraxanthine - a compound the body naturally produces when it breaks down caffiene.
According to Update, using paraxanthine directly 'eliminates the crash, jitters and overstimulation' associated with other energy drinks.
To understand whether or not this is really the case, Professor Davidson analysed the exisiting studies on paraxanthine - including those on animals, and on humans.
In one long-term study on rats, animals were either given paraxanthine or caffeine for 90 days, while their behaviour was studied.
The results revealed stark differences between the two groups.
Professor Davidson explained: 'Those receiving caffeine showed several signs of overstimulation, including excessive grooming, increased activity and more frequent defecation.
'Animals given paraxanthine behaved much more normally. It also appeared less likely to trigger anxiety-like behaviour in rats.'
What is in Update? Carbonated Filtered WaterCitric AcidNatural FlavorsAlpha-Glycerylphosphorylcholine (Alpha-GPC)ParaxanthineSucraloseTartaric AcidL-TheanineVitamin B12 (Methylcobalamin)
The same study also found that rats given caffeine showed increased cholesterol levels and reduced thyroid hormone levels, while those given paraxanthine did not.
Meanwhile, the studies on humans suggest a 'similar pattern', according to Professor Davidson.
He points out that one study found that caffeine produced a greater increase in blood pressure than paraxanthine, while another showed that people perform better in cognitive tests after taking paraxanthine.
'Taken together, these findings suggest it may produce some of the stimulant effects associated with caffeine, such as improved alertness and concentration, while potentially causing fewer side-effects such as jitteriness or rapid heart rate,' the expert explained.
Beyond paraxanthine, Update contains several other compounds, including alpha-GPC, sucralose, and L-theanine.
Alpha-GPC (short for alpha-glycerylphosphorylcholine) has been shown to boost cognitive function, and has been widely studied for safety.
Meanwhile, L-theanine is an amino acide naturally found in tea, which may reduce overstimulation and boost calmness.
However, sucralose - a zero-calorie, high-intensity sweetener used in many drinks - is the one ingredient that Profssor Davidson has called into question.
'It is widely regarded as safe by food safety regulators,' Professor Davidson said, although he added: 'Some studies have raised questions about possible metabolic effects.
'For example, one recent study found that long-term consumption was associated with insulin resistance in mice fed a high-fat diet.'
'Animal findings do not always translate directly to humans, and the amount included in the drink has not been publicly disclosed.'
Overall, Professor Davidson says that Update's caffeine-free approach to energy drinks might pay off.
'Studies in animals and humans suggest paraxanthine may be less toxic than caffeine and capable of producing similar stimulant effects,' he concluded.
'However, the evidence base remains far smaller than the decades of research available for caffeine.'
'More research will be needed before we can determine whether paraxanthine-based energy drinks offer a meaningful advantage over traditional caffeinated options.'