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If you’ve spent any time on #WellnessTok then you may be familiar with the luxury grocery chain Erewhon. With eight locations across Los Angeles, the stores feature organic, niche products and have a reputation for being rather bougie.
Over the past few years, the store has turned its smoothie bar into an unlikely marketing machine for beauty, skincare, and lifestyle brands with reach extending far beyond its Los Angeles shoppers.
The Tinx smoothie, named after the popular TikTok creator, debuted as an off-menu item in 2021 and was based on the custom smoothie she ordered when visiting the store. Because Tinx grew her following giving LA-based recommendations and frequently posts about her love for Erewhon, a collaboration with the chain was a natural fit.
In 2022, the grocery chain made working with popular creators and entrepreneurs a regular part of its business strategy with new drinks appearing on the menu each month costing between $14-$17 each.
Perhaps the most popular was when Erewhon partnered with Summer Fridays co-founder Marianna Hewitt to offer the Coconut Cloud Smoothie, a nod to the skincare brand’s hero product the Jet Lag Mask.
The smoothie quickly went viral (I think the color had something to do with it) with users across social media posting themselves getting the smoothie from Erewhon and recreating their own versions at home. Admittedly, I did go to my local Erewhon and drop $17 for the Coconut Cloud because, research.
After the Coconut Cloud Smoothie went viral the collaborations kept coming, including:
- The Strawberry Skin Glaze Smoothie in partnership with Hailey Bieber to promote the launch of her skincare brand Rhode
- The Pink Drink by content creator Lauryn Bosstick
- The Poosh Potion Detox Smoothie in partnership with Kourtney Kardashian’s lifestyle brand
- The Kinsicle Smoothie created with Bella Hadid and Kin Euphorics
Whether users posted about the smoothies because they genuinely liked them, created their own versions at home or lamented about the price, there’s no denying these collaborations have been major conversation-starters on social media.
These partnerships and the viral moments that ensued helped make Erewhon a common name outside of the LA wellness community and are positioning the brand to take a larger stake in the beauty and lifestyle space in the coming years.
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