Beyoncé Stands Up for Female Leaders With a New Beverage Line
By Madeleine Luckel. Photos: Getty; Courtesy.
By any measurement, Beyoncé is a wildly successful business woman. She controls her own music through her company, Parkwood Entertainment; has her own line of clothing, Ivy Park; and is an investor in companies such as her husband’s music-streaming service, Tidal. But now, the expectant entertainment mogul is helping to stand up for female entrepreneurs and business owners in communities around the world through WTRMLN WTR, a beverage company in which she invests.
“I invested in WTRMLN WTR because it’s the future of clean, natural hydration; as partners, we share a simple mission to deliver accessible wellness to the world,” Beyoncé said at the time of her initial involvement. “This is more than an investment in a brand, it’s an investment in female leaders, fitness, American farmers, and the health of people and our planet.”
And now, on the occasion of WTRMLN WTR launching a line of three new flavors, Beyoncé and the company’s co-founder, Jody Levy, will be donating a portion of all product sales to the Whole Planet Foundation. The foundation provides micro-credits to communities around the world, with the goal of alleviating poverty. The sales of this new line of flavored waters will go specifically to women attempting to start their own businesses, as well as to women who already own their own small businesses.
“I applaud the innovative female leaders at WTRMLN WTR, who inspire us with their creativity and their true commitment to elevating our community and culture,” Beyoncé said on the company’s move.
Beyoncé’s investment in the cold press juice company was announced last May. WTRMLN WTR uses watermelons that are misshapen, and would otherwise be discarded, in its production in an effort to stem food waste. The classic flavor uses watermelon and lemon juice, and are all-natural, non-GMO products. The new line of products, which are being billed as “BLNDS” will be available exclusively at Whole Foods Markets through July, after which they will be available at additional retailers as well.
This story originally appeared on Vogue.
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