Over the past 7 years, EOS lip balms have quickly outgrown the popularity of other household lip balms, such as Chapstick and Blistex. According to Fast Company’s report, Evolution of Smooth’s explosive growth has also been due to the spheres being used by famous celebrities such as Kim Kardashian, Miley Cyrus and other popular people. EOS has been featured on countless beauty magazines and can easily be found at most drug and department stores.
The EOS company is currently worth over a quater of a million dollars, sells around 1 million units every week and is the 2nd best-selling lip balm after Burt Bees.
Sanjiv Mehra is the co-founder and states that he and his business partners conducted consumer research and discovered that lip balms are primarily used by women as apart of their beauty regimen. EOS products have been tailored to meet this market.
The idea of the EOS lip balm sphere came about from a clay artist that created the shape. Mehra stated that he and his partners wanted to create an imaginative shape that was out of the ordinary. They also wanted to create a product that would not eventually go-out of style, but would become a staple item that people would use for a long period of time.
Mehra explains that selling the product to stores was difficult, as most chains felt as though consumers would be loyal to bigger brands such as Chapstick, and that men would not want to use the product. However, he eventually met with the female buyer at Walgreens that liked the idea of the product. EOS is now sold in Walgreens and Target stores across the United States. The products are also available online via the Evolution of Smooth website.
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They continued to promote the product through beauty bloggers and celebrities. Over the past 7 years they have experienced explosive growth and the numbers continue to grow. They also have a large social media following.