by LOS ANGELES, California — The luxury organic grocer Erewhon, known for its sky-high prices and celebrity-endorsed wellness drinks, has unveiled its latest and perhaps strangest creation yet — an $11 toothpaste-flavored smoothie.
The new drink, called the “Mint Condition Smile Smoothie,” is part of a partnership between Erewhon and oral wellness brand Boka. Inspired by Boka’s Ela Mint Nano-Hydroxyapatite Toothpaste, the smoothie aims to capture that post-brush freshness — but in beverage form.
Erewhon’s Most Unusual Collaboration Yet
“Yes, a smoothie inspired by toothpaste might sound unusual, but that’s what made it so fun to create,” said Kinsey Butler, Boka’s senior director of brand marketing, in a statement to Food & Wine.
“Our goal was to capture that bright, clean sensation you get from brushing with our Ela Mint toothpaste and translate it into a smoothie people would actually enjoy.”
Available throughout November at all Erewhon locations, the Mint Condition Smile Smoothie is free for store members for the first two weeks. The drink’s star ingredients include mint, green tea, chlorophyll, mango, coconut milk, and spirulina — all tied together in a vibrant seafoam-green blend topped with mint leaves, cocoa nibs, and a dollop of organic coconut cream.
According to Nathan Day, Erewhon’s Tonic Bar Director, “It’s as refreshing as it is creamy, and the first sip will put you in a spa — cozy bathrobe and slippers included.”
Smoothie Ingredients and Taste Reaction
The $11 concoction is made from a mix of organic citrus green tea, coconut milk, mint, mango, banana, chlorophyll, blue spirulina, and xylitol, among others — all inspired by Boka’s fluoride-free toothpaste formula.
While many expected the concept to flop, early taste testers were pleasantly surprised. A Good Housekeeping reporter admitted being “very nervous” before trying it but ended up loving the drink.
“My brain (and my taste buds) couldn’t quite fathom that this could be… good,” they wrote. “But thank the heavens, I had no reason to be worried. I found myself scraping the sides of the cup to get every bit.”
The review described the smoothie as smooth and creamy, with tropical notes of citrus, mango, and coconut leading the flavor, while mint added a refreshing “pop” rather than overpowering the palate.
Social Media Reacts — From Excited to Outraged
On social media, reactions to the minty creation have been wildly mixed. Many Instagram users expressed excitement:
“If you see me at the airport this month, you know why! Such an exciting launch,” one user commented on Boka’s post.
“OMG need,” another wrote.
“Hopping on a plane just to try this!!” added another fan.
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Others were less impressed, mocking the collaboration as yet another example of Erewhon’s over-the-top wellness culture.
“Are you aware that you people are a running joke?” one commenter said on Erewhon’s page.
“I’m sorry, but it tastes like toothpaste,” another added. “Bring back the pumpkin one!”
Erewhon’s Reputation for Extravagance Grows
The toothpaste-inspired drink follows a long line of celebrity smoothie collaborations from Erewhon, which has previously teamed up with Hailey Bieber, Sabrina Carpenter, Sofia Richie, and Olivia Rodrigo. These smoothies often range from $11 to $22 — and have become a viral symbol of L.A.’s health-obsessed luxury lifestyle.
Last year, Boka itself made headlines after partnering with Grillo’s Pickles to release a limited-edition Cucumber Dill Pickle Toothpaste, proving that the brand isn’t afraid to blend the bizarre with wellness.
Meanwhile, Erewhon is planning to expand to New York City, with a new outpost reportedly set to open inside an exclusive West Village padel club, where membership costs a staggering $43,000 just to join.
“$20 for a smoothie? For that price, I better get a free Yankees ticket and a subway transfer, too,” joked Marco Lombardi, 33, a Manhattan resident. “New Yorkers don’t need Erewhon to teach us wellness. We’ve been doing bagels and coffee for decades — that’s our wellness.”
Love it or hate it, Erewhon’s toothpaste-flavored smoothie is already sparking national conversation — and possibly inspiring the next wave of unconventional health trends.
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