EOS-Breaking the Old Oral Care Mold

Plain and boring lip balms have far too long dominated the oral care market-but no more! With the birth os EOS, a new and innovative little orb that will moisturize your lips in an entirely new way, lip balms are no longer boring.

Seven years ago, EOS, or Evolution of Smooth, was born. The pastel-colored little orbs didn’t go unnoticed. Beauty editors at Cosmo and Allure raved about the new and exciting flavors like Grapefruit and Honeydew,, and celebrities were even spotted using the trendy orbs. EOS has even become the second-best selling lip balm in the country after Burt’s Bees, and has even pushed aside Chapstick and Blistex.

EOS currently sells over 1 million units a week and is projected to increase to $2 billion by the year 2020, thanks to the demand for natural and organic products-EOS lip balm’s specialty.

It all started nearly a decade ago when Sanjiv Mehra, Jonathan Teller, and Craig Dubitsky (who left EOS before its launch) put their heads together. After doing their research, they realized that the majority of the market that used oral care products were women and so they geared their product to Millennial women between the ages of 25 to 35. Not only is EOS a useful product, but it is unique and enjoyable to use.

It wasn’t easy to get into stores, but they lucked out and landed an account with a female buyer at Walgreen who appreciated their product. You can even find EOS orbs in Kohls, Walmart, Ulta and Target these days. EOS even has a large social gathering with over 1.8 million followers on Instagram, and nearly 7 million followers on Facebook Just one photo of a new EOS flavor can get over 40,000 likes. Keds has even partnered with EOS to create a shoe that matches their flavors.

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