Would you pay $140 TTD for a smoothie? Ore even $230 TTD ?

Well according to this Wall Street Journal folks are paying $20 USD for the Hailey Bieber “Strawberry Glaze Skin Smoothie” from Erewhon and $33 USD for its even bolder cousin: the “Billion Dollar Smoothie” at SunLife Organics.

Until reading the article, I’d never heard of Erewhon. From what I gather, it’s kind of like a Whole Foods—but glossier, and more curated. The Hailey Bieber Strawberry Glaze Skin Smoothie is a blend of almond milk, organic strawberries, bananas, avocado, dates, maple syrup, collagen peptides, hyaluronic acid, sea moss gel, and coconut cream.

People who line up for this smoothie don’t do so because they’re deficient in electrolytes or craving antioxidants. They are lining up because of the promise – “donut glazed” skin.

“Donut glazed skin” refers to a skincare trend popularized by Bieber, where the skin has a dewy, hydrated, and luminous appearance, resembling the sheen of a glazed donut. This look is achieved through a combination of skincare products and makeup, focusing on hydration and radiance. The Erewhon Hailey Bieber Strawberry Glaze Skin Smoothie is a beverage designed to support this radiant skin from within.

This Isn’t About the Smoothie

Some people on YouTube have dragged the taste. Too sweet. Overhyped. Not worth it. And still—it’s selling like crazy. Why? Because it’s not about the taste. It’s about the transformation narrative.

You’re not buying a drink. You’re buying skin goals and a ritual that aligns with the person you want to be seen as.

So, What’s Really Powering the Revenue?

It’s not the drink itself, and it’s definitely not the ingredients.

What’s powering revenue is a retention and referral engine—so slick you might miss it.

Let’s break it down:

Retention:

This is a smoothie you come back for—not because of how it tastes, but because of how it makes you feel. You feel on brand and in rhythm with a lifestyle. You’re not just drinking a smoothie; you’re participating in something aspirational. The ritual is the retention mechanism.

Referrals:

It’s on TikTok. Instagram. YouTube. Every post is a testimonial—even the ones that say “meh.” Because even if you say “this isn’t that good,” you’re still promoting it. You’re fueling curiosity. You’re keeping it top of mind.
You’re marketing Erewhon and Bieber, whether you intend to or not.

Bad reviews can trigger more sales than a great slogan—when curiosity and culture are already in motion.

When Retention Becomes the Engine

This isn’t an isolated product. It’s a system:

• Hailey Bieber = Authority + Identity alignment.
• Smoothie = Daily ritual + embodiment of the brand.
• Erewhon = Curated ecosystem + social signal.
• Referrals = Built-in sharing + FOMO + brand storytelling.
• Retention = Repeatable habit that reinforces self-image.

Together, they create a loop: Try → Buy, Share → Repeat, Aspire.

What’s the Strategic Alignment Insight?

If your offer doesn’t reinforce who your client wants to be every time they use it, you’ll always be fighting to get their attention again and again and again.

This smoothie is a lesson in how powerful business becomes when retention and referrals are byproducts of identity alignment. Not only are people coming back—they’re pulling others with them and that, right there, is how client retention and referrals become the real engine behind growth—not attraction alone.

You don’t have to be Erewhon nor do you need collagen peptides or a celebrity. But you do need clarity about what transformation you offer, how it’s being experienced, and how your clients naturally want to talk about it.

If your service is a transformation—not a transaction—how are you helping clients feel and see that transformation consistently?

• Where in your business are you relying too much on initial attraction—and not enough on relational consistency?
• Are your best clients staying, referring, and repeating?
• And do your services reinforce who they want to become—not just what they want to fix?

If you run a service business and you’re ready to stop chasing new leads and start deepening the value of every client you already have, let’s talk.

The truth is: most of your growth is sitting inside your current client base.
You just need the system to activate it.

Book a Clarity Conversation and let’s uncover how your client retention and referral system can drive sustainable, aligned growth—without burning you (or your team) out.