scorecardLuxury grocer Erewhon sells 40,000 of Hailey Bieber's Strawberry Skin Glaze smoothies a month
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Luxury grocer Erewhon sells 40,000 of Hailey Bieber's Strawberry Skin Glaze smoothies a month

Nancy Luna   

Luxury grocer Erewhon sells 40,000 of Hailey Bieber's Strawberry Skin Glaze smoothies a month
Retail1 min read
Hailey Bieber took to TikTok to promote her strawberry glaze skin smoothie from Erewhon.    @haileybieber/TikTok; @tylercomo/TikTok
  • Erewhon is a luxury organic grocery store frequented by celebrities in Los Angeles.
  • The 10-unit chain sells pricey wellness-focused products such as camel milk and $30 trail mix.

Erewhon, a Los Angeles, California, luxury organic grocer, is one of the most expensive supermarkets in America. It is frequented by celebrities like Kim Kardashian and Miley Cyrus, who have the mindset and bank account to fork over $30 for trail mix.

Celebrities build buzz around the grocer when spotted leaving the stores by paparazzi or carrying the store's paper grocery bags to a fashion show.

Model Haily Bieber went a step further and convinced the grocery to name a smoothie after her. The grocery now sells 40,000 Hailey Bieber's Strawberry Glaze Skin Smoothies per month.

Erewhon's executive vice president Vito Antoci told GQ in a recent interview that the 12–ingredient smoothie is a viral sensation at the store thanks to Bieber, who promoted the drink on TikTok.

He said fans of the supermodel travel hundreds of miles to try – and pose with – the $18 drink. Dozens have posted TikTok reviews of the collagen and sea moss-infused smoothie.

"The fan girls really make these drinks viral," Antoci told the publication.

According to GQ, the drink launched in 2022 – the same year as the launch of Bieber's skincare line, Rhode. The drink contains Malk almond milk, banana, Rancho Meladuco dates, Vital Proteins vanilla collagen, Erewhon sea moss, Zuma Valley coconut crème, Maple Valley maple syrup, hyaluronic acid, strawberries, avocado, vanilla stevia, and housemade strawberry glaze, according to the Erewhon website.

The strawberries are sourced from Harry's Berries, an organic California farm whose super sweet strawberries are sold for up to $20 per one-pound plastic clamshell, GQ wrote.

"Online, the drink quickly ascended to the mythical—a swirly pink symbol of impossible beauty, hype, luxury, and unattainable wellness," GQ wrote.




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