How EOS took the Lip Balm Industry by Storm

The Evolution of Smooth has officially taken over the lip balm market. Selling more units than veteran Lip Balm Company, such as Chapstick and Blistex, EOS has become the 2nd bestselling lip care product in the United States, right after Burts Bees. They currently sell over a million units every week and the array of flavors can be found at almost every major drugstore chain and retailer. The company is currently worth $250 million. Reaching such major success was no overnight task.

EOS was founded by Jonathan Teller and Sanjiv Mehra. They had a 3rd business partner but he opted out before the company was launched. Teller and Mehra saw an opportunity in the lip care industry because they felt as though well-known brands, such as Chapstick were being lazy. They invested in research and discovered that lip balms were particularly used by women as part of their beauty regimen. Statistics have also shown that consumers are in favor of all natural, organic products. The EOS founders took advantage of this information and created specialized lip balms that were geared towards women and were 100% all natural.

They hired a clay artist to help design the signature sphere shape. They also invested in their own machinery to produce the product in mass quantities.

However, getting the product on store shelves was difficult at first. Buyers from major retailers, mainly male, stated that EOS lip balms could not compete with brands that consumers were used to buying. By a twist of fate, they were lucky enough to score a meeting with a female buyer from Walgreens that loved the spheres (https://evolutionofsmooth.com/lip-balm.html) and the rest became history.

EOS is sold at Walgreens, CVS, Walmart, Target and other major stores for just $3. They currently have a massive social media following on Facebook and Instagram and have been featured in countless beauty magazines.

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