Erewhon’s new Sacred Water by Jolie is a $12 clarified tonic from the filtered showerhead brand, on Tonic Bar menus at all LA locations through September.
Hailey Bieber made the Erewhon smoothie a status symbol, and the Los Angeles grocer reportedly sold more than 40,000 of her Strawberry Glaze Skin Smoothies in one month. The drink debuted in 2022 to promote her Rhode launch and the Tonic Bar has since become a red carpet of its own, with everyone from Kourtney Kardashian to Erykah Badu claiming a signature smoothie at the chain. The newest name on the Tonic Bar menu is a stranger fit: Jolie, the company best known for a $165 filtered showerhead, is now pouring Angelenos a glass of its own water.
Sacred Water by Jolie, a $12, 12-ounce Tonic Bar signature, is available now at all of Erewhon’s Los Angeles locations through the end of September. “For centuries, water has been more than something we drink,” Jolie wrote in the launch announcement on Instagram. “It has been a symbol of renewal, ritual, and transformation.” The clarified tonic layers jasmine tea, holy basil, anise hyssop, coconut water, coconut milk, white grape juice, and raw honey.
The anise hyssop is the ingredient the brand seems proudest of. “When developing our Sacred Water collaboration with @erewhon, we wanted the ingredients to feel as historic and revered as the concept behind the drink,” Jolie wrote in a follow-up post, explaining it found the purple-flowered mint relative at the Union Square Farmer’s Market in New York. In the drink, the brand says, “it adds an herbal, sweet and very slight licorice taste.”
Jolie has been engineering its way out of the hardware aisle since it launched in December 2021. Founded by Greats sneaker founder Ryan Babenzien and Arjan Singh, the company sells a showerhead that filters chlorine and heavy metals from shower water, and it has always insisted the category is beauty. “We are not a hardware company. We are not a shower company. We are a beauty-wellness company,” Babenzien told Fast Company in 2023. Erewhon was among its earliest retail partners, and the fit made sense to Babenzien from the start. “That was sort of step one, let’s show up where the customer with an interest in this stuff will show,” he told Modern Retail. The company calls the shower “step zero” of any beauty routine. “You may change your shampoo every week, but you still shower,” Babenzien said in the same interview.
Sacred Water is the brand’s second drink with the grocer. Erewhon approached Jolie to create its Spring of Youth elixir, which sold at the chain in April 2025 and moved more than 15,000 cups in the month, Singh told Marketing Brew. “People look to [Erewhon] as having a lot of credibility when it comes to creating a drink,” Singh said. “We were inspired for that reason.” He added that Jolie’s showerheads sell better at Erewhon than at larger retailers.
Inside Erewhon’s branded drink machine
The tonic slots into a program Erewhon has quietly formalized. The grocer runs 16 branded drinks a year, executive vice president Vito Antoci told Marketing Brew, and participating brands must already sell products in its stores and cover the cost of the drinks distributed to members during the first two weeks of each month. Roughly 60,000 people pay up to $200 a year for the membership, which includes a free branded drink monthly, and Antoci said up to five brands pay to be included in each celebrity smoothie’s ingredient list. The goal, Antoci said, is to “provide customers a sense of community around health and wellness.”
The celebrity smoothie era that built the machine keeps evolving. Erewhon removed Bieber’s name from the Strawberry Glaze Skin Smoothie last November after the contract ran its course, and the drink still costs $20. Brand-built drinks from Salt & Stone, Vacation, and toothpaste maker Boka have filled the menu behind it, and Jolie now occupies the summer slot with a drink about the substance it built the whole company on. “We look at marketing through the lens of water, which is a really elastic space to play within,” Babenzien told Fast Company.
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