Over the last seven years, EOS lip balm has become a must have for millennials around the world. Today the company sells over a million lip balms in a single week.
EOS or evolution of smooth was originally founded by Sanjiv Mehra, Jonathan Teller, and Craig Dubitsky. Soon later, Dubitsky decided to leave before the launch of EOS to managed another company. Despite losing a business partner, Mehra and Teller worked to create one the best-selling lip balms on the planet. The two decided to take a different approach by doing what other companies weren’t doing. Targeting the product to only millennial women, the goal was to create a fun, flavorful, and sanitary lip balm.
“We had to make a product and a package that would be seen as useful for a very long time.” Mehra quoted from Fast Company’s article. Once the new innovated product was created, the next hurdle was getting EOS into stores. Many store owners didn’t see the value of EOS until the finally got a meeting with a female buyer at Walgreens. She loved everything about the product from the smell to the little spheres.
The account was successful and quickly brought attention to Walmart and Target, who began stocking the balms on the shelves. EOS lip balm continued to grow as they marketed to millennials through various YouTubers, bloggers, celebrities and even partnered with other companies like Keds and Disney. Today, EOS now has a large social media following on Instagram and Facebook and still growing.
EOS continues to grow by now selling shaving creams and hand lotions. They also plan to take on new categories of the beauty industry in the future. To get the full backstory on the company please Fast Company’s article “The Untold Story of Lip balm upstart EOS Outdid Chapstick”. Check out their website at evolutionofsmooth.com.