The Moment
At Erewhon, Los Angeles’ priciest temple of produce and probiotics, the runaway best-seller known as the Hailey Bieber Strawberry Glaze Skin Smoothie just did a little wardrobe change. The pink-and-white $20 drink is reportedly still the same formula—but Hailey’s name quietly slipped off the menu.
Store employees at the Beverly Hills location told reporters the reason is simple: her contract ended. Even so, customers haven’t gotten the memo. They’re still ordering “the Hailey” like it’s 2022.
😳 Erewhon has quietly stripped Hailey Bieber’s name from the famous juice drink. https://t.co/LACnsO0Acw pic.twitter.com/WoPePrdQrQ
— TMZ (@TMZ) November 14, 2025
Official reps for Bieber and Erewhon haven’t weighed in. For now, the smoothie lives on under a more clinical label—Strawberry Glaze Skin Smoothie—while the brand partnership piece remains fuzzy.
The Take
Celebrity branding is musical chairs with collagen peptides. Names hop on, names hop off—but a hit recipe with a story? That outlasts a contract. This feels less like a scandal and more like a simple licensing clock running out. Erewhon gets to keep a top-selling menu item; Hailey keeps the cultural glow of being the woman who made strawberry-glaze anything a lifestyle. Everyone wins—depending on who’s collecting the checkout line.
Think of it like a classic band losing its lead singer: the set list barely changes, and the crowd still sings every word. For customers, the ritual—order the Hailey, sip, glow—matters more than the fine print. For brands, it’s a reminder: when a personality becomes shorthand for a vibe (clean, glazed, glossy), the product becomes bigger than the partnership.
I’m not clutching pearls over a menu relabel. But I am clocking how powerful celebrity wellness branding remains, even when the celebrity’s name vanishes from the receipt. That’s not hype—that’s habit.
Receipts
Confirmed:
- Hailey Bieber promoted the Strawberry Glaze Skin Smoothie and credited it with helping her complexion in a Vogue “In The Bag” video published in May 2025.
- The drink, introduced in 2022, remains available at Erewhon as the Strawberry Glaze Skin Smoothie.
- No official comment yet from Erewhon or Bieber’s team as of publication.
Unverified/Reported:
- Store staff say the partnership contract ended, prompting the removal of Hailey’s name from the menu.
- Employees claim the store makes hundreds of these smoothies daily and that the recipe wasn’t developed by Bieber herself.
- Shoppers still order it as “the Hailey,” despite the relabel.
Backstory (For Casual Readers)
Erewhon, the upscale LA grocer known for celebrity-named drinks, turned the Strawberry Glaze collab with model and entrepreneur Hailey Bieber (founder of Rhode skincare) into a phenomenon in 2022. The smoothie’s pitch—skin-friendly ingredients like collagen peptides and sea moss gel—married neatly with Bieber’s “glazed donut” beauty aesthetic. It was meant to be limited-time; then it became a cult staple that outlived its own press release.
What’s Next
Three things to watch:
- Official word: If Erewhon or Bieber confirms the contract status, we’ll know whether this is a clean expiration or a prelude to a new promo.
- Menu language: If demand stays high, expect standardized branding and possibly a limited-edition return of the name for a future drop.
- Rhode tie-ins: If Rhode rolls out a holiday set or glow-forward campaign, don’t be shocked if the smoothie reappears as a pop-up promo. These worlds cross-pollinate by design.
Bottom line: the name may be gone, but the ritual—and the revenue—aren’t going anywhere.
Sources: Hailey Bieber in Vogue’s “In The Bag” video (May 2025); employee statements at Erewhon’s Beverly Hills location reported Nov. 14, 2025.
Question: Do you care whether a celeb’s name is on a wellness product if the ritual still hits, or does the label make the magic for you?
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