Erewhon Market is a luxury supermarket chain with eight locations in Los Angeles, California. Erewhon focuses on selling healthy, organic foods and it offers foods for raw, vegan, keto, and other diets. Erewhon has been collaborating with many popular celebrities to make smoothie collections priced from 17 to 18 dollars. Some of these smoothies include Hailey Bieber’s Strawberry Glaze Skin Smoothie, Kourtney Kardashian’s Poosh Potion Detox Smoothie, and Rebecca Leigh’s Summer Mermaid Smoothie. Part of these smoothies’ allure stems from their wellness-supporting ingredients, including sea moss gel, hyaluronic acid, collagen, charcoal, and avocado. Furthermore, some of these smoothies supposedly allow you to reap the benefits of glowy skin, boosted digestive health, and a supported immune system.

Erewhon markets these smoothies as available for a limited time. Thus, increasing their elusiveness, and making people want them even more. The 18 or 17-dollar price for a single smoothie may be absolutely absurd, but regardless, it has generated much popularity and success. Collaborating with celebrities has convinced people that Erewhon’s smoothies are worth their high price because they are exclusive. Therefore, making Erewhon’s smoothie collaborations with celebrities a very effective business strategy because it allows them to sell extremely overpriced items.