Erewhon Unveils Its First Fragrance-Inspired Smoothie with Dedcool

Fragrance enthusiasts have often wondered what it would be like to taste the scents of their favorite perfumes. Now, with the launch of the Xtra Milk Smoothie, they can actually savor a flavor inspired by one of these iconic fragrances.

On Tuesday, Dedcool, a popular fragrance brand, teamed up with Erewhon to introduce the Xtra Milk Smoothie, which takes inspiration from Dedcool’s perfume of the same name. This innovative drink, priced at $11, will be available at Erewhon locations until September. Despite its name, the smoothie contains no dairy; instead, it’s crafted with coconut milk and Erewhon’s vegan cream top.

“It was a fun and exciting challenge to translate our best-selling fragrance into something that could be enjoyed as a smoothie,” shared Carina Chaz, the founder of Dedcool. “Describing the Xtra Milk scent is tough; it’s not your typical vanilla or coconut. The fragrance is rich with complex layers and it smells differently on everyone. Turning this unique skin scent into a smoothie that people would enjoy was a creative challenge we embraced.”

Celebrity-designed smoothies have become quite the trend at Erewhon, the upscale health food store in Los Angeles. Figures like Kendall Jenner and Sabrina Carpenter have created their own unique Erewhon smoothies. The popularity of these concoctions is evident: Erewhon reportedly sells around 40,000 Hailey Bieber’s Strawberry Skin Glaze smoothies every month. The celebrities involved in these collaborations earn royalties of $1 per smoothie sold.

The store’s tonic bar, known for its signature smoothies and coffee, has also become a hotspot for beauty brands wanting to engage with Erewhon’s loyal customers. In 2024, fragrance-adjacent brands like Salt & Stone and Vacation, Inc. teamed up with Erewhon to create smoothies inspired by their products. However, Dedcool stands out as the first fragrance brand to collaborate with Erewhon in this way.

For Chaz, the smoothie partnership is less about immediate sales and more about generating brand awareness. Erewhon currently operates 11 stores across upscale neighborhoods in Los Angeles County, including a new location in Manhattan Beach. “This is more of a fun, interactive brand activation for us,” Chaz explained. “It’s an experience that allows customers to connect with Dedcool in a new and unexpected way.”

In recent years, the beauty industry has increasingly drawn inspiration from the food world, and some brands have even begun translating their fragrance and skincare products into edible forms. In 2024, Diptyque hosted a gelato pop-up in Seoul inspired by its latest fragrances, and in May, E.l.f. collaborated with TikTok chef Cassie Yeung to create a recipe based on its Reviver Melting Lip Balm.

These experiential activations help brands cut through the noise of social media, providing a fresh way to captivate audiences. For example, Fresh’s rose-themed pop-up in New York City in June 2024, featuring rose-flavored popsicles and drinks, resulted in 3.75 million social media impressions. Additionally, Maison Margiela’s pop-up for its Afternoon Delight fragrance led to a 400% sales increase for the brand at Sephora.

Dedcool has been available at Erewhon since 2020, and the collaboration with the store marks a further expansion of Dedcool’s visibility in the health-conscious community. Dedcool also launched its latest fragrance, Mochi Milk, exclusively at Sephora in April 2022. Chaz believes that Erewhon’s and Sephora’s audiences are complementary: Erewhon consumers are drawn to Dedcool’s home products like laundry detergents and room sprays, while Sephora customers tend to focus on beauty items.

“There’s a crossover between Erewhon and Sephora shoppers,” Chaz noted. “Erewhon’s younger crowd might be more interested in the smoothie, whereas those who visit Sephora might also pick up Dedcool’s products for their homes.”

For now, Erewhon remains the only place where customers can enjoy a smoothie inspired by Dedcool’s fragrances, adding a unique twist to their already exclusive offerings.