Celebrity Name: KATSEYE
Brand Name: Erewhon (co-powered by Vita Coco)
Deal Type: Limited-Edition Product Collaboration (Charitable Endorsement)
Announced: February 12, 2026
Impact: Elevates KATSEYE’s status as a global pop-lifestyle brand, reinforces Erewhon’s celebrity wellness halo, and channels fan spending into support for girls’ education worldwide.
- K-pop girl group KATSEYE has teamed with Erewhon to launch the limited-edition “Gabriela” smoothie, a tart-and-sweet cherry-forward blend packed with organic fruits, adaptogens, and coconut-based ingredients.
- A portion of proceeds benefits the Malala Fund, supporting girls’ access to education in countries like Afghanistan, Tanzania, and Brazil.
- With “Gabriela,” KATSEYE joins Erewhon’s musician smoothie roster alongside Jhené Aiko, Sabrina Carpenter, Olivia Rodrigo, Tyla, Kacey Musgraves, Erykah Badu, and Christina Aguilera.
- The collab joins KATSEYE’s red-hot brand year: Laneige ambassadors (January 2026), a State Farm Super Bowl LX commercial, and a performance at the 68th Grammy Awards.
KATSEYE, the HYBE–Geffen Records girl group, has officially joined Erewhon’s celebrity smoothie roster with the launch of their limited-edition “Gabriela” smoothie, named after their Grammy-nominated hit single.
The drink dropped on February 12, 2026, right on time for Galentine’s Day, and is currently available at Erewhon locations across Los Angeles.
The smoothie is powered by Vita Coco’s Farmers Organic Coconut Water and blended with organic cherry, pineapple, mango, banana, beet juice, saffron, ashwagandha, maca root, and pitaya coconut cream.
At around $22, the price tag is classic Erewhon, but there’s a cause attached. A portion of sales goes directly to the Malala Fund, co-founded by Nobel Peace Prize laureate Malala Yousafzai, which fights for girls’ access to education worldwide.
With this drop, KATSEYE joins Erewhon’s fast-growing musician smoothie lineup. Sabrina Carpenter kicked off a fan frenzy with her “Short N Sweet” smoothie in 2024, and Jhené Aiko launched her own collab just weeks before KATSEYE in early 2026.
Kacey Musgraves also made her Erewhon mark in February 2025, while Olivia Rodrigo, no stranger to major brand moments herself, previously joined the lineup in 2024.
Fan reaction online to the Gabriela smoothie has been explosive, with many saying it’s the first time they’ve had a reason to set foot inside an Erewhon.
The launch caps off an extraordinary brand sprint for KATSEYE. In January 2026, the six members (Daniela, Lara, Manon, Megan, Sofia, and Yoon Chae) signed on as global ambassadors for Laneige, co-launching the JuicePop Box Lip Tints, making them the beauty brand’s first-ever girl group collaboration.
In February, they starred in State Farm’s Super Bowl LX commercial alongside actress Hailee Steinfeld and comedian Keegan-Michael Key, performing a reworked take on Jon Bon Jovi’s “Livin’ on a Prayer”.
They also took the Grammy Awards stage for Best New Artist — a rare milestone for a group less than two years into their debut.
Takeways:
The Gabriela smoothie isn’t just a drink, it’s a cultural positioning move. Erewhon’s celebrity smoothie series has become one of the most powerful “you’ve arrived” signals in U.S. pop culture, and KATSEYE just cashed that ticket in a big way.
The Malala Fund tie-in is a genuinely smart layer of brand strategy. It converts a $22 status purchase into a cause-driven one, adding depth and narrative resonance that lifts the collab above a pretty pink drink and into something fans can feel good about buying.
Most importantly, the brand year KATSEYE is building: Grammys, Super Bowl, Laneige, Erewhon), reading like a masterclass in breaking a new act across the full U.S. market simultaneously. HYBE is clearly executing a multi-platform strategy, and the receipts are piling up.
Will KATSEYE’s Malala Fund tie-in pressure other celeb collabs to add a social-impact angle? Who deserves the next Erewhon smoothie slot, and what song should they name it after?
