How EOS Revolutionized the Lip Balm Industry

Long gone are the days of solely cylindrical tubes of lip balm. Multicolored orbs of lip salve created by EOS began showing up in stores a little over seven years ago. Since that day, the product has been seen everywhere from celebrities such as Miley Cyrus and Kim Kardashian pulling the balm out of their bags to being featured in beauty and fashion magazines. According to consulting and research firm Kline, the $250 million company has become the second best-selling lip salve in the United States following Burt’s Bees. That means that EOS-which stands for Evolution of Smooth-has surpassed Chapstick and Blistex which is insane to believe as those two brands have been around for many decades. As of right now, EOS ( is projected to increase steadily to $2 billion by 2020.

Mehra, Jonathan Teller, and Craig Dubitsky-creators of EOS lip balm; got together to figure out how they could add to the beauty isle. They realized the lip balm section would be a great place to begin as they noticed most brands mimicked the stand Chapstick design, flavors, and price and solely focused on keeping the costs low. In a study the three noticed that while lip balm is typically considered a unisex commodity, women considered it a staple part of their beauty routine. Women in sensory panels spoke about how they would lose their lip balm in their purses often and how they didn’t consider it to be an enjoyable item to put on. Mehra said in an interview that this was when they begin to think of a different design for the packaging that would “stand the test of time”. With multiple flavors and found in every Walgreens, Target and Lucky Vitamin store, it’s hard to think of a time when EOS was nonexistent.