Erewhon Market, an upscale Los Angeles-based grocery chain known for its pricey wellness smoothies, is facing growing backlash online after reportedly forcing a TikTok creator to remove her viral dupe recipe videos. The creator, known as “The Certified Beverage Girl,” revealed she received a cease and desist letter from the company and later disclosed she was a former employee—raising questions about why she was singled out while other creators continue to post similar content. Her followers rallied in support, criticizing Erewhon’s aggressive legal approach and calling out the company’s attempt to silence affordable alternatives.
The controversy has reignited criticism over Erewhon’s high prices and a recent health scare at its Santa Monica location, which temporarily shut down a tonic bar due to a cockroach infestation. The brand’s status as a Certified B Corporation, which suggests a commitment to ethics and transparency, has also come under scrutiny in light of these events.
