Chapstick, Who? The Story of how EOS Took Over the Lip Balm Industry

It’s hard not to notice those pastel colored orbs of lip balm near the checkout area of almost every drugstore and major retailer. EOS has become the 2nd best-selling lip balm in the United States, right after Burt Bees. Brands that have been around for decades, like Blistex and Chapstick have officially been beaten in sales by The Evolution of Smooth. The company was launched by 2 high profile businessmen by the names of Sanjiv Mehra and Jonathan Teller. A businessman by the name Craig Dubitsky signed on in the beginning as well, but abandoned the product before it was launched.

The founders of EOS lip balm saw an opportunity to capitalize on the lip care market. They felt as though lip balm manufacturers were not putting forth the best products. Kline Research stated that consumers are in demand for all-natural, organic products and that is exactly was EOS had to offer.

Mehra invested in research and discovered that lip balms were typically used by women as part of their beauty routine. Him and his partners wanted to create a product geared towards women and a product they enjoyed using every day. With the help of a clay artist, they created the signature sphere shape. They invested in manufacturing equipment and began to create the products for distribution.

Getting the spheres onto store shelves was not easy at first. Many male buyers from retailers stated that consumers would much rather use products they were use to buying, like Chapstick. However, Mehra was lucky enough to meet with a female buyer from Walgreens that saw potential in the product and decided to put them on Walgreens shelves. The rest is history.

Sales for EOS are almost at a million units per week in the US. The company is worth a staggering $250 million with a massive social media following. For more information, visit the Evolution of Smooth.com website.

References:

https://lipbalmcompany.com/products/eos-lip-balm

https://www.kohls.com/catalog/womens-eos-lip-balm-makeup-health-beauty.jsp?CN=Gender:Womens+Brand:eos+Product:Lip%20Balm+Category:Makeup+Department:Health%20%26%20Beauty

One thought on “Chapstick, Who? The Story of how EOS Took Over the Lip Balm Industry

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