What you might know about Erewhon is that it’s a smoothie factory inside of a grocery store for influencers. While that’s all true, I want to offer another layer of perspective, because this company is a masterclass in business innovation. Erewhon isn’t successful because they charge us $20 for a Hailey Bieber smoothie. They’re successful because they’re always saying yes to experimentation and then doubling down on what works.

The Absorption Company (co-founded by Ian Somerhalder and Nikki Reed) just launched in January 2024, and it’s a supplement company that’s putting bioavailability at its forefront. Bioavailability is a trendier value proposition these days and it basically just means - how much of a nutrient/food is actually available for our bodies to turn into something useful.