Erewhon delves into the universe of sexual wellness

From the favourite food spot of Hollywood’s elite, to a globally successful collaborative brand: Erewhon is living its supreme era. The Erewhon food religion has gained a huge following over the years. Especially since celebrities such as Kourtney Kardashian, Bella Hadid and Hailey Bieber made it their favourite supermarket, generating with their influence a kind of supermarket-to-lifestyle extension that Cara Delevingne, Jaden Smith, Ashley Benson, Kaia Gerber, Jake Gyllenhaal, Demi Lovato, Hilary Duff and Miley Cyrus have also followed.

Erewhon, beyond standing out for its exclusivity and its ecological products, has done so for its milkshakes, and the collaborations it has carried out with personalities and brands. Its drinks have become highly coveted products, especially those signed by celebrities such as Hailey Bieber. A liquid fascination also generated by Kourt Kardashian with her ‘Poosh Potion Detox’ shake, or Bella Hadid with her Erewhon version of ‘Kinsicle’. Even Emma Chamberlain under the umbrella of Chamberlain Coffe, a limited edition smoothie.

Now, the iconic brand is expanding its proposition to include sexual wellness, partnering with maude, a brand founded by Fifty Shades of Grey star Dakota Johnson. From now on, maude’s most popular products will be available at all Erewhon locations, allowing celebrities to not only find their perfect detox smoothie, but also products to enhance their sex life. ‘This month, maude is officially available at all Erewhon shops in Los Angeles.’ And as part of this collaboration, 100% vegan Rise condoms become the first contraceptive on sale at the wellness superstore.

Along with Rise condoms, Erewhon will also add maude’s Shine organic lubricant and supplements to increase female sexual desire to its range, offering a range designed for those looking to not only take care of their bodies, but also their intimate wellbeing. Sexual wellness has become a growing trend among luxury brands. In recent times, the likes of Christina Aguilera has joined the industry with Playground, her line of luxury lubricants, and Sporty & Rich has registered a trademark to launch sex toys and related products.

Kourtney Kardashian is behind Erewhon’s new smoothie.