By Carolin Behrend
A $20 smoothie, a minimalist skincare line, and one perfectly timed Instagram Story—Hailey Bieber didn’t just join the wellness industry, but helped revolutionize it.
It starts with collagen, a scoop of hyaluronic acid, and a swirl of coconut cream. Add sea moss gel, fresh strawberries, and a hint of maple syrup, and you’ve got Erewhon’s now iconic Strawberry Glaze Skin Smoothie, co-created with model and beauty entrepreneur Hailey Bieber. For $20, it is a delicious, healthy beverage that instantly serves a wellness moment–one that hydrates, nourishes, and boosts your glow from the inside out.
On the surface, it’s giving summer-in-a-cup: creamy pink, coconut drizzle, totally made for your Instagram Story. But beneath the pink foam is a carefully crafted formula. Collagen and hyaluronic acid team up to keep your skin bouncy and hydrated, while sea moss gel delivers minerals like iodine, iron, and magnesium—key for immunity and overall health. Strawberries bring antioxidants, and coconut cream adds healthy fats for sustained energy and a radiant complexion. Even the sweetness comes from maple syrup, not refined sugar.
It’s a beauty routine you can sip through a straw.
The Strawberry Glaze Skin Smoothie wasn’t just another Erewhon collab. It launched alongside Bieber’s skincare brand, Rhode, in 2022. An intentional move that blurred the lines between what you put on your skin and what you put in your body. It was a soft launch with serious impact: edible skincare, rooted in the same minimalist, glow-first philosophy that defines Rhode.
Hailey Bieber’s involvement wasn’t just about promotion. She told GQ, “I went into Erewhon just to order a regular smoothie, and then I posted the smoothie on my [Instagram] story. That week, I went back into Erewhon and they were like, ‘You don’t understand how many people have come in here and ordered the thing that you posted.’” That moment sparked an idea for a viral drink and eventually became a symbol of her power as an entrepreneur in the wellness space.
Rhode, too, was a response to what fans were constantly asking her about: her skin. Her signature glow became aspirational, even iconic—and rather than gatekeeping it, she bottled it. Rhode’s skin-first ethos rejected overcomplicated routines in favour of simple, effective products like the Peptide Lip Treatment and Glazing Milk. They hydrated, plumped, and delivered the now-signature glazed finish Bieber is known for.
Bieber stands out for more than just her aesthetic or reach—it’s the intentionality behind her brand. She’s involved in product development, marketing, and the broader conversation around beauty and wellness. Rhode was a savvy entry into a crowded industry, and it cut through. The brand sold out within hours of launching, powered by minimal yet strategic marketing and a loyal community that believes in her vision.
The smoothie helped amplify that message. It made the Rhode philosophy tangible, consumable (literally). It reinforced that skincare isn’t just about what you apply topically; it’s about lifestyle, what you eat, how you rest and how you live.
Bieber’s rise as a wellness entrepreneur mirrors a larger cultural shift. She’s part of a new generation of female founders who blend creativity with commerce, using their platforms to not only sell, but to shape values. Through Rhode and partnerships like Erewhon, Bieber is helping reframe self-care as essential, not indulgent.
At just 28, she’s created a niche where beauty, wellness, and business meet. Her brand feels aspirational, but it is grounded in authenticity, transparency, and thoughtful innovation. Whether she’s launching a serum or blending sea moss with strawberries, Hailey Bieber is building something bigger than just a brand; she’s building a lifestyle.
Building an empire may start with a smoothie, but it never ends there.
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