The Kluminator is here.

I know what you’re thinking and no. It’s not a villain from a Marvel movie or what your husband calls his buddy from high school.

It’s a $19 kiwi-matcha smoothie, handcrafted with activated sunshine and a side of celebrity clout.

But when it comes to Erewhon, that’s the norm.

This is the LA-based grocery store-slash-wellness temple that’s made smoothie collabs feel like a long-awaited Nike sneaker drop. Where $21 doesn’t just buy you a serving size of pasta salad… it buys you status.

Erewhon has built a cult following by turning wellness into performance art. Their juice bar is TikTok famous. Their reusable glass bottles are social currency. And their celebrity smoothie collabs? Viral gold.

The latest star to join the smoothie hall of fame is Heidi Klum, whose Kluminator launches July 31 to coincide with her return to Project Runway.

And while the internet may roll its eyes at Erewhon’s green goddess prices… business owners everywhere should be taking notes.

Because Erewhon is a masterclass in turning a product into a lifestyle… and a lifestyle into a loyalty loop.

Here’s what Erewhon does right:

#1. They know the value of who is holding the product.
A matcha smoothie is just a matcha smoothie - until Hailey Bieber holds it. Her Strawberry Glaze smoothie went viral and made Erewhon the official drink of “hot girl summer.” (As a Georgia girl, I’m about to try to make this dupe because I can’t stand not knowing any longer.)

Other celeb collabs have included:
• Bella Hadid’s Kinsicle
• Emma Chamberlain’s Mint Matcha
• Sofia Richie Grainge’s Cali Girl Glow

Each one made headlines. Each one made (lots of!!!) money.

#2. They embrace premium pricing and still sell out.
There’s no coupon code or membership tier to make this cheaper. Erewhon built a brand so elevated, it doesn’t apologize for luxury - it leans into it. The $19 smoothie isn’t a fluke. It’s the feature.

#3. They make collaboration part of the marketing.
The celebrity doesn’t just endorse the product - they co-create it. This lets Erewhon ride the wave of each star’s personal brand and social audience, which means every launch becomes a shared win.

We’re not saying you need to blend spirulina with moon dust and sell it in your yard.

But the next time you see a $19 smoothie go viral, don’t roll your eyes.

Tilt your head. Ask why it worked.

Because whether it’s matcha or marketing, Erewhon is rarely just about what’s in the cup.

Xo, The Salesgirls