Seven weeks before their wedding, lawyer-turned-entrepreneur Olivia Ferdi and her fiancé, investment professional Daniel Khoury, were supposed to be finalizing table plans and playlists. Instead, they were in a hospital. Khoury had suffered a serious knee injury that required surgery, and doctors warned his recovery would be slow. Friends quietly suggested postponing the ceremony.

Refusing to accept that future, the couple went searching for anything that might support his recovery and ease the stress that had suddenly taken over their lives. They began experimenting with natural adaptogens and functional ingredients, including CBD, long used in wellness circles but barely visible in mainstream drinks.

The turnaround stunned them. Just seven weeks after surgery, Khoury not only walked Ferdi down the aisle, he danced all weekend. Their guests wanted to know what had happened. For Ferdi, the question quickly shifted from personal miracle to business opportunity.

Researching the market, she noticed a glaring contradiction. Shelves were packed with energy drinks promising more focus, more speed, more hours in the day. Yet surveys showed that stress, anxiety, and poor sleep were among people’s top health concerns. The industry was fixated on stimulation while consumers were quietly desperate for calm.

That disconnect became the foundation for TRIP, the London-based brand Ferdi and Khoury launched to offer “calm in the everyday chaos.” Instead of another jitter-inducing can, TRIP’s sparkling drinks and oils are formulated to help people unwind, using ingredients like CBD and botanicals positioned as part of a modern relaxation ritual.

By refusing to compete in the crowded energy category, TRIP helped define a new one: calming beverages. The brand is now stocked in tens of thousands of outlets worldwide, from major supermarkets to boutique hotels, and has attracted celebrity backers including Joe Jonas and Alessandra Ambrosio. Analysts value the company at around $300 million, citing its role in shaping a fast-growing “functional calm” segment.

Ferdi’s insight was deceptively simple: if the world keeps accelerating, the real luxury is slowing down. By treating her own stress and frustration as data, she spotted white space others ignored. TRIP’s rise shows how a personal crisis, reframed as a consumer problem, can become the blueprint for an entirely new market.