BREAKING: Upscale grocery chain Erewhon has officially removed model Hailey Bieber‘s name from its iconic $20 Strawberry Glaze Skin Smoothie, a drink that skyrocketed to fame since its launch in June 2022. This change was confirmed after visits to multiple Erewhon locations over the past weeks, revealing that the menu now simply lists the beverage as the Strawberry Glaze Skin Smoothie.
The decision to drop Bieber’s name from the drink has sparked widespread conversation. Known for its supposed “skin-supporting” ingredients like almond milk, strawberries, and vanilla collagen, the smoothie became synonymous with the luxurious lifestyle of Los Angeles, attracting tourists and health enthusiasts alike. In its prime, it was said that over 36,000 smoothies were sold within the first month of its release, solidifying its status as a cultural phenomenon.
Why the sudden name change? Both Erewhon and Bieber’s representatives have not provided comments. However, employees at Erewhon’s Tonic Bars offered various, albeit unconfirmed, theories. Some suggested that “her contract expired,” while others simply stated, “I just work here.” A 2022 report indicated that Erewhon shares revenue with personalities associated with its named smoothies, hinting at potential contractual implications.
Bieber, who is married to pop star Justin Bieber and is the founder of Rhode, a skincare line, previously claimed that the smoothie was essential to her glowing skin. “I would say it’s probably 90% of the reason why my skin looks the way it does,” she mentioned in an interview with Vogue.
Despite the name change, the smoothie remains a popular item on Erewhon’s menu, with patrons still raving about its flavor. One fitness influencer recently rated it “8/10,” likening its taste to strawberry Creme Savers candy, proving that the drink’s popularity endures.
Erewhon has gained notoriety in recent years, expanding its locations across Los Angeles and collaborating with various celebrities, including Kourtney Kardashian and Bella Hadid. While none have matched the cultural impact of Bieber’s drink, the grocery chain continues to thrive, recently launching a $100 DIY smoothie kit that ships nationwide — again, without Bieber’s name attached.
Interestingly, despite the removal of her name from the smoothie, the Tonic Bars still feature the Hailey Bieber Strawberry Glaze Soft Serve Sundae, priced at $10.50. This indicates that while the smoothie may have lost its celebrity endorsement, Bieber’s influence at Erewhon is not entirely gone.
With Erewhon’s rapid growth and its ability to tap into celebrity culture, the implications of this name change could resonate within the health and wellness community. As consumers continue to seek out the latest trends, the future of the Strawberry Glaze drink, and its connection to Hailey Bieber, remains uncertain. Stay tuned for further updates on this developing story as more information becomes available.
In the meantime, fans and health enthusiasts are left to ponder what this change means for the imagery and branding that have come to define one of L.A.’s most talked-about beverages.