Erewhon just found a whole new way to raise eyebrows.
The cult-favorite grocery store known for $20 smoothies and celebrity juice cleanses is officially dipping its manicured toes into the med-spa world — offering lip flips and brow lifts as a new beauty perk for members.
Yes, really: wellness meets wrinkle-free.
Erewhon has partnered with fast-growing aesthetics company Ject, as per WWD, to host an exclusive event in Los Angeles this week where VIP shoppers can score complimentary cosmetic treatments — blurring the line between self-care and injectables even further.
The move marks Erewhon’s second foray into the med-spa space, following a previous collab with another Beverly Hills aesthetics brand, and signals that wellness in 2026 officially includes neurotoxins.
Ject was founded by board-certified physician assistant Gabby Garritano, who said the company was built to elevate both patient experience and the industry itself.
“The goal was to create a better workplace in the industry for PAs [physician assistants] and nurse practitioners,” Garritano explained to the outlet.
Since launching in New York’s West Village in 2018, Ject has expanded to nine locations across L.A., New York, Florida and New Jersey.
“Back then, there really weren’t a lot of what we call med spas. It’s a medical aesthetic practice and a single focus industry where we’re practicing aesthetics all day, every day, and true experts.”
Garritano said the partnership makes sense because both brands are chasing the same luxury-meets-lifestyle sweet spot.
“There are a million grocery stores out there. There’s a million med spas out there. But what is it about Erewhon? It’s creating a really elevated experience, the customer service, and the products that they offer. That’s what we’re doing at Ject. We’re creating the best experience.”
As part of the deal, Erewhon’s more than 50,000 members will also get 20% off Ject services, plus quarterly pop-ups at Erewhon’s Beverly Boulevard store, where shoppers can snag beauty samples and meet the aesthetics team.
But while Erewhon executives may be calling it the future of wellness, social media users are less convinced.
“This is disturbing. Medical procedures belong in medical offices,” one Instagram user fired off under the announcement.
Another joked, “Can I get a side of neurotoxins please.”
Others weren’t buying the luxury angle at all.
“Answer is NO. Plus they will probably charge 2x the price as they do with their groceries and products,” one commenter wrote, calling for stricter med-spa regulations.
Meanwhile, a supporter crowned the pairing “a dream collab,” while another dubbed it “Ject is the Erewhon of aesthetics.”
The eyebrow-raising beauty move comes as Erewhon continues its slow creep beyond Los Angeles — including its controversial arrival in New York last fall, which already had locals clutching their bagels in horror.
As previously reported by The Post, the luxury grocer opened a tonic bar inside ultra-exclusive West Village padel club Kith Ivy, where memberships reportedly run tens of thousands of dollars a year.
The Erewhon menu doesn’t exactly scream bodega bargain either — featuring $20 strawberries (each piece of fruit, that is), $32 ice cubes and $11 bone-broth hot chocolate.
And New Yorkers were not amused at the brand making its way into Gotham.
“$20 for a smoothie? For that price, I better get a free Yankees ticket and a subway transfer, too,” Manhattan native Marco Lombardi, 33, told The Post at the time.
“New Yorkers don’t need Erewhon to teach us wellness. We’ve been doing bagels and coffee for decades — that’s our wellness.”
Brooklyn UX designer Noelani Buonomo, 25, blasted the brand for fueling influencer culture.
“There’s nothing distinctly ‘New York’ about it,” she said. “It feels like product placement in real life, and it’s really icky to me.”
Lower East Side line cook Tim Rosa, 28, didn’t hold back either.
“I really don’t see any benefit to this at all. It kind of feels like a meme — overpriced smoothies and bee pollen for the ultra-rich,” he joked, saying wellness should come with “some empathy” instead.
Now, with Botox entering the Erewhon chat, critics say the brand’s glow-up culture may have officially gone too far.
From green juices to frozen foreheads, Erewhon’s wellness empire keeps expanding to promote that self-care isn’t just about what you drink.
It’s about what you inject.
