Katseye is riding the Erewhon wellness wave.
After back-to-back beauty appointments at major brands, the girl group — which includes Yoonchae, Lara, Sophia, Megan, Manon and Daniela — is partnering with the Los Angeles-based grocery chain to release a limited-edition smoothie powered by Vita Coco. This beverage collaboration follows that of Jhené Aiko, Travis Scott, influencer Nara Smith, Bella Hadid, and of course, Hailey Bieber.
Named “Gabriela” after Katseye’s hit song, the smoothie blends beet juice, natural electrolytes, cherries, pineapple and mango with Vita Coco’s Farmers Organic Coconut Water, which is made from hand-picked coconuts, with zero grams of added sugar. The result is a flavorful and fruity mix that promises to hydrate and energize its consumer, according to the brand.
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The Best New Artist nominees have been attacking beauty from all fronts as of late. In the span of one month, they were announced as the official partners and faces of Laneige’s latest innovation, JuicePop Box Lip Tints, and the new global ambassadors for Matrix.
Speaking with WWD, Matrix’s global general manager Andrew Edwardson said Katseye was a natural ambassador fit. “The ethos of the brand has always been about celebrating uniqueness and everybody is welcome as they are. The platform is all hair types, all humans,” he said. “When you see Katseye, their diversity is what makes them so powerful. Each one has about two to three different nationalities, incredible hair, obviously, but also such unique identities within the way that they move in the world, how they interact, their dress, their personality, everything.”