Over the past 7 years, Evolution of Smooth (EOS) has become a $250 million presence in the lip balm industry, outpacing old standbys including Chapstick and Blistex, https://www.fastcompany.com/3063333/startup-report/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick. Sales now stand at over 1 million units per week and the company is projected to be worth $2 billion by 2020. While product endorsements by Kim Kardashian, features in Allure, and prominent Walmart displays haven’t hurt this company’s growth at all, there is more to its success than mere marketing efforts; EOS lip balms are carefully designed, high-quality products.
According to its founder, Sanjiv Mehra, EOS lip balm was painstakingly researched and carefully created. Mehra and the other EOS founders searched for a way to create an innovative beauty product. They chose lip balm because they noticed an astounding lack of variety among the popular product. After interviewing scores of women, the founders realized that many were not really satisfied with the then-current drugstore offerings. Woman after woman expressed dismay at losing stick after stick of lip balm when they needed it most. Those using pots of balm didn’t fare much better. While they could more easily locate their product, they almost all complained about getting their fingers slimy and their pots grimy with dust while applying product.
As a result, the designers at EOS focused on creating a lip balm that would stay sanitary without getting lost in the shuffle. They also emphasized user experience and sensory enhancement. Rounded, packaging, bright colors, fresh smells, and tastes fueled by organic ingredients are some of the main elements that help to make EOS lip balms an essential highlight of many very happy customer’s day.