Erewhon’s lavish markets and celebrity smoothie collabs are captivating the internet

Until recently, few who lived outside of California were familiar with Erewhon, a luxury grocery store frequented by Hollywood stars and Los Angeles socialites that has been around for decades. But a series of viral collaborations with influencers and celebrities on elaborate $20 smoothies packed with ingredients such as hyaluronic acid, collagen powder and sea moss have catapulted it from relative obscurity into the pop culture zeitgeist. The vibrant smoothies Erewhon has created with influencers such as Hailey Bieber and Emma Chamberlain and celebrities including Bella Hadid and Kendall Jenner have extended the buzz around the upscale grocer far beyond its 10 (soon to be 11) locations in the L.A. area. They’re also driving a significant chunk of Erewhon’s revenue. As of December 2023, Erewhon was selling roughly 40,000 of just Bieber’s “Strawberry Skin Glaze” smoothies each month, according to the supermarket’s Executive VP Vito Antoci. View this post on Instagram A post shared by EREWHON (@erewhon) See America's Hottest Brands 20 brands that are trending in 2024 Click here While Erewhon’s viral smoothies are what put it on ordinary people’s radar, social media’s fascination with the lavish grocer has endured. Some netizens mock Erewhon’s mind-boggling prices, such as a $41 container of mixed berries or a small bottle of lavender oil on sale for $84. Influencers who live in Southern California often flaunt their expensive “Erewhon hauls,” while others will go out of their way to see one of the extravagant supermarkets for themselves and offer their own reviews of its most viral products. Either way, it’s clear the allure of Erewhon continues to captivate the internet. View this post on Instagram A post shared by EREWHON (@erewhon) See America's Hottest Brands 20 brands that are trending in 2024 Click here

Erewhon’s lavish markets and celebrity smoothie collabs are captivating the internet

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