EOS, or the Evolution of Smooth, has been flooding the market with their tiny, orb-shaped containers of lip balm for around 7 years now. Used by the likes of Kim Kardashian, along with a host of other big-name celebrities, this lip balm helped to set the new standard for the once stagnant market of lip care products. For the first time ever, the founders behind EOS have decided to reveal the steps they took to grow from a small startup to become the second best-seller of lip balm in the country. In fact, their sales have reached an all-time new high averaging 1 million units sold per week.
For the founders of EOS, Sanjiv Mehra and Jonathan Teller, setting up shop in the lip balm market was a no-brainer from an entrepreneurial standpoint. With over a century of consistent products and lazy business practices, it seemed to EOS lip balm that the large companies ruling the market had been sleeping for the past few decades. To set themselves apart from the overly saturated market, EOS decided to find a niche among millennial women. They worked hard to design a product that was enjoyable for women to use while remaining functional and practical. The result was an ovular, orb shape that felt smooth in the hands and looked aesthetically appealing.
After finding their way onto the shelves of major stores such as Walgreens, Target, Walmart and eBay, EOS invested in their own manufacturing facility to keep up with the growing demand. Since their inception, the founders at EOS have grown the company to be worth $250 million. A large part of their success is owed to their effective direct marketing techniques. Understanding millennial women as their target demographic, EOS began displaying lip balm in areas this group would recognize. Soon, EOS was being featured on blogs of popular beauty bloggers, in popular magazines and even in music videos with the likes of Britney Spears. Visit the website, evolutionofsmooth.com for more information.