Erewhon and Dedcool Introduce Fragrance-Inspired Xtra Milk Smoothie

The allure of gourmand fragrances has long sparked curiosity about what these edible-scented perfumes might actually taste like. Now, fragrance enthusiasts can satisfy their curiosity and savor one of their favorite scents in a new and unexpected form.

On Tuesday, Dedcool, the renowned fragrance brand, collaborated with Erewhon to introduce the Xtra Milk Smoothie, inspired by the brand’s eponymous fragrance. Available for $11 at Erewhon locations through September, the smoothie offers an unconventional twist. Despite the name, the Xtra Milk Smoothie is completely dairy-free, crafted with coconut milk and topped with Erewhon’s signature vegan cream.

Carina Chaz, founder of Dedcool, shared her excitement about the collaboration: “It was such a fun challenge to bring our best-selling fragrance into the world of Erewhon smoothies. It’s hard to describe the scent of Xtra Milk. It’s not your typical vanilla or coconut—there are so many different layers, and it smells unique on everyone. Turning this skin scent into a smoothie that people would love was a fun challenge for us.”

The trend of celebrity-designed smoothies has become a staple at Erewhon, with figures like Kendall Jenner and Sabrina Carpenter launching their own custom blends. The store’s smoothies have proven immensely popular, with some varieties, like the Hailey Bieber Strawberry Skin Glaze, selling a reported 40,000 units a month. For each smoothie sold, the celebrity partners receive $1 in royalties.

Erewhon’s tonic bar, where customers can find these signature smoothies and beverages, has also become a favored destination for beauty brands eager to capture the attention of the store’s loyal clientele. Last year, fragrance-adjacent companies like Salt & Stone and Vacation, Inc. teamed up with Erewhon to create smoothies inspired by their body care products and sunscreens. However, Dedcool is the first fragrance brand to get this opportunity.

For Chaz, the collaboration isn’t primarily about direct sales but rather an opportunity for broader brand awareness. Erewhon, with 11 locations in Los Angeles County, including its newest store in Manhattan Beach, provides a platform for Dedcool to engage with consumers in a more experiential way. “For Dedcool, it’s all about creating real-life experiences,” Chaz explained. “This is another fun way to connect with our audience and see how they react to our brand in a new context.”

In recent years, food has become a major source of inspiration for beauty and fragrance brands. Companies have been turning their fragrance notes into edible forms to captivate consumers’ attention in innovative ways. For example, in 2024, Diptyque launched a gelato pop-up in Seoul featuring frozen desserts inspired by their latest fragrances, while E.l.f. collaborated with TikTok chef Cassie Yeung to create a recipe based on their fruity Reviver Melting Lip Balm.

Experiential, food-related brand activations have become an effective way for companies to break through the noise of social media. Fresh’s rose-themed pop-up in June 2024 generated 3.75 million social media impressions, while Maison Margiela’s madeleine-inspired fragrance pop-up in Williamsburg led to a 400% increase in Sephora sales.

Dedcool, which has been stocked at Erewhon since 2020, has seen its presence in the health food store grow alongside Erewhon’s expanding beauty section. The fragrance brand also partnered with Sephora in 2022 to launch the exclusive Mochi Milk fragrance. Chaz noted that while Erewhon and Sephora cater to distinct but overlapping audiences, the Erewhon shoppers are more likely to gravitate toward Dedcool’s lifestyle products, like laundry detergent and room sprays.

“People who shop at Sephora are also shopping at Erewhon, and vice versa,” said Chaz. “I think younger consumers are more likely to purchase this smoothie at Erewhon, while the typical Erewhon shopper may go to Sephora for their essentials, rather than for new discoveries.”

At the moment, Erewhon remains the exclusive retailer offering a smoothie version of Dedcool’s fragrances, offering a unique experience for customers looking for something different.