Until around seven years ago, most people were purchasing Chapstick or Blistex for lip balm. However, after the founders of EOS (Evolution of Smooth) convinced a Walgreen’s buyer to sell their products, the cylinders of all-natural lip balm have grown in popularity pretty quickly. EOS is known for its standout shape and healthy ingredients, including shea butter and vitamin E to soften and condiiton the lips. The company, which also sells hand lotion and shaving cream, also got more attention when popular beauty publications like Cosmo and Allure featured EOS on its pages. Celebrities like Christina Aguilera and Kim Kardashian have also been seen using EOS lip balm, which helped the product to fly off the shelves even faster.
Sanjiv Mehra, one of the founders of EOS, also admits that the company has been pretty secretive about its marketing methods and inner workings until now. He shares that now is the ideal time to let consumers know more aobut EOS’ commitment to excellence and plans for future success. EOS lip balm is now currently worth $250 million and sells about a million units on Kohls, Wal-Mart and Ulta each week. EOS is also the second best-selling lip balm in the United States, and will likely contribute to the projected growth of the lip care industry, which is said to reach $2 billion by the year 2020.