Category Archives: Beauty Innovation

EOS Lip Balm Disrupted the Market…With No Major Launch

If you have been to any drug store in America at any point in the past five years, there’s a great chance that you have seen the EOS Lip Balm on the shelves at the checkout line. EOS Lip Balm started hitting the shelves without so much as a single word from the marketing directors at the company. It was carefully snuck into the aisles and people noticed it because it was unlike any other lip balm that they had ever seen. The container is shaped in a sphere and it does not require you to roll up the tube like some of the other brands do.

As a millennial favorite, it’s no surprise that EOS comes in fun flavors like honeydew. People have fallen in love with EOS. The market loved EOS so much that they were actually able to surpass Chapstick in sales after it had held the title of the best lip balm brand for decades. With a company that is less than 15 years old, EOS managed to disrupt the market with their lip care products. They have continued to be successful and have grown the company to include hand lotions and shaving creams (that are, of course, unconventionally shaped).  Refer to for for interesting articles.

EOS works to make sure that they are staying up with the latest trends, check this.   They are always working to come up with new flavors and options for their customers. While the EOS traditional lip balm has remained steady, they have also included options that are shimmer balms. The company even has deals with different stores to offer exclusive lip balm flavors and options in that store only. Despite the fact that EOS never even really had a hard launch, they have been extremely successful with all of the lip balm and other body care products they have.

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Moving away from the tube, EOS’s innovative take on lip balm

When EOS emerged in markets it broke the monotony of previously available lip balms like no other brand has been able to.


The founders of EOS recently gave Fast Company an exclusive interview and discussed how they built their $25 million company, with the second best selling lip balm in the United States.


The founders wanted to create a beauty product that will shake the market, inspired by the fact that lip balms have not changed much in the past 100 years; they found an avenue for innovation in that product category.


After conducting comprehensive consumer research, they found that the main consumers were women, who said that they didn’t find application of lip balm delightful.


The EOS Company

By bootstrapping their own company, they decided to redesign lip balm entirely, making sure their product is a pleasure to use daily and on the long term. The product is meant to engage all five senses, from soft packaging, pleasant colors, fragrances, and flavors, to the clicking sound the sphere makes when closed. The ingredients are organic and natural, with a competitive price point. Read more article on


Getting the product on the shelves, and competing with established brands was a challenge. Walgreens gave EOS its first break, others followed. In order to meet demand and scale up EOS invested in creating a fully automated production facility.


Utilizing influencer marketing, reaching out to beauty bloggers and millennial celebrities for product placement and endorsements, in addition traditional marketing, and a strong social media presence, the brand became one of the strongest advertisers in its category.


The company now sells over one million sphere a week. EOS continues to innovate coming up with new products and collections.


Their success, according to the founders is a result of having the discipline of a big company in managing the day to day, but the innovative mind set of an entrepreneur for the big picture.


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