How EOS Became an Industry Leader

For more than 100 years, the lip balm industry was dominated by brands like Chapstick. The balm almost felt like a prescription, since it had an active ingredient that was designed to protect the lips from harsh weather conditions. In later years, Chapstick flavors were introduced, and now it’s pretty commonplace to see the balm in mint or classic cherry varieties.

However, around seven years ago, pastel-colored cylinders of lip balm started becoming increasingly popular, and Chapstick suddenly wasn’t one of the only major option for keeping the lips healthy and moisturized. Celebrities like Christina Aguilera, Miley Cyrus and even Kim Kardashian were even seen on their Facebook pages carrying these circles of lip moisturizer, which make Evolution of Smooth or EOS products even well known. The lip balms are also popular for their fragrant and pleasant tasting flavors that include extracts from mint, berries and melon. EOS lip balms also contain vitamins and minerals that protect the lips from damage and premature aging. EOS products are available online on eBay and Amazon.

The founders of EOS, who have long been quiet about their business strategy, recently spoke with Fast Company about the steps they took to create a $250 million organic cosmetic empire. EOS is now the second best selling lip balm in the United States, second only to Burt’s Bees.

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