EOS Lip Balm, and its introduction to the public has been very quiet, but recently it has overtaken the all-time leader in the lip balm industry, Chapstick and Blistex. EOS or the Evolution of Smooth has come on the scene with over 14 flavors in a curious round ball applicator. This was a tremendous change to the cylindrical tubes of Chapstick that only offered the original, cherry, and mint.
EvolutionofSmooth.com launched seven years ago, and it slowly grew in the market debuting in Walgreens’, Walmart stores and Target. As the fledgling company slowly gained popularity, celebrities like Christina Aguilera, Kim Kardashian, and Miley Cyrus picked up the trend in Hollywood and millions began to take notice of the natural, organic lip balm in the ball-shaped containers. Organic products are in high demand, and EOS is now second to Burt’s Bees, which is also natural.
The future of EOS is bright. Marketers’ in the company project that sales will be near $2 billion by 2020 and today, the upstart company has become a leader in the lip balm industry.
The company today is valued at $250 million, and EOS outsold both Chapstick and Blistex. The colorful and tasty organic balm is fun and tantalizing to wear. As the user refreshes their lips, flavors like honeydew and grapefruit add a twist and a kiss of flavor, which Chapstick couldn’t compete with.
The little balls of EOS lip balm have become popular in the unisex and millennial generations. Mehra, the owner and founder, did not want EOS to be a fad or a gimmick, so the shape of the container changed several times before the “little round white balls” were decided on. Besides being organic, the variety of flavors is the next best-selling feature. Mehra specifically said that he wanted to be a desirable experience each time the user put it on.