Erewhon is taking its brand in an unexpected direction.
The popular grocery store, famous for its pricey smoothies and celebrity-endorsed juice cleanses, is now entering the realm of medical spas. New offerings include lip flips and brow lifts for its members.
It’s quite a blend of health and beauty, isn’t it?
Erewhon has teamed up with Ject, a rapidly growing aesthetics company. This week, they’re hosting a special event in Los Angeles, where select shoppers can win complimentary beauty treatments—effectively blurring the lines between wellness and cosmetic injections.
This venture marks Erewhon’s second exploration into the medical spa arena, following a past collaboration with a different Beverly Hills aesthetics brand, suggesting that the concept of wellness in 2026 is evolving to include neurotoxins.
Ject was founded by Gabby Garitano, a board-certified physician assistant, who aims to enhance the patient experience in the industry.
“We wanted to create a better environment for physician assistants and nurses,” Garitano remarked.
Since its launch in New York’s West Village in 2018, Ject has expanded to nine locations across Los Angeles, New York, Florida, and New Jersey.
“When we started, medical spas weren’t really a thing. We were focused solely on esthetics, practicing it daily,” Garitano added.
She believes the partnership with Erewhon is a natural fit, as both brands target a similar upscale lifestyle.
“There are countless grocery stores and medical spas. But Erewhon offers a unique experience, with exceptional customer service and products—something we also prioritize at Ject.”
Through this collaboration, Erewhon’s over 50,000 members will enjoy a 20% discount on Ject services, along with quarterly beauty pop-ups at Erewhon’s Beverly Boulevard store, where shoppers can explore samples and meet aesthetic professionals.
However, while Erewhon’s executives tout this as the next wave of wellness, reactions on social media have been mixed.
“This is concerning. Medical services belong in clinics,” remarked one Instagram user, making their feelings clear.
Another quipped, “Can I get a mouthful of neurotoxin?”
Some users remain skeptical about the upscale approach.
“No thanks. They’ll probably charge double for food and products,” one user criticized, calling for tighter regulations on medical spas.
On the flip side, there were supporters who described the partnership as a “dream collaboration,” with one commentator calling Ject an “aesthetic electrician.”
This surprising move comes as Erewhon is cautiously expanding its footprint beyond Los Angeles—shedding light on its recent, debated foray into New York.
Recently, they announced plans for a tonic bar within Kith Ivy, an exclusive padel club in the West Village, where memberships are rumored to be quite pricey.
And let’s not forget their product prices, either. Erewhon’s offerings include $20 strawberries, $32 ice cubes, and $11 bone broth hot chocolate, which have certainly raised eyebrows in New York.
Local reactions to this expansion were far from impressed.
“Twenty bucks for a smoothie? You could almost buy a Yankees ticket with that!” joked a Manhattan resident.
Another New Yorker pointed out, “We know health; we’ve been eating bagels and drinking coffee for ages. That’s our version of health.”
Critics also accused the brand of promoting influencer culture.
“This doesn’t feel very ‘New York’ at all. It’s almost like product placement,” expressed another frustrated local.
One line cook humorously summed it up: “It seems like a meme, overpriced smoothies and bee pollen for the wealthy. Health should come with some understanding.”
Now, with discussions about Botox becoming commonplace, some argue this expansion signifies that Erewhon’s culture of achieving the perfect glow may have gone a tad too far.
From green juice to cosmetic enhancements, Erewhon is continuing to redefine self-care—now showcasing that it’s not only about what you ingest but also what you inject.
