In 2021, Erewhon introduced a smoothie with the influencer known as Tinx, marking the upscale grocer’s first beverage collaboration. In 2022 came its partnership with Marianna Hewitt, followed by its collab with Hailey Bieber: the now-infamous Strawberry Skin Glaze smoothie. The rest is history. Beauty-driven food collaborations have since become a staple — and now, it seems, food brands are ready to adopt beauty’s marketing playbook, in return. For 17 years, Purely Elizabeth has primarily focused on granola and oatmeal. But this week, it introduced a limited-edition beauty-focused granola — a salted vanilla pistachio flavor dubbed Purely Glow Granola. The granola is infused with collagen peptides, as well as biotin, which supports the body’s keratin production, making it widely recommended for skin, hair and nail health.Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
