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How EOS Lip Balm Came to Be

Lip balms have been the same for years.It wasn’t until Sanjiv Mehra, cofounder of EOS came up with the idea to change the industry. His team created Evolution of Smooth as a new development in the beauty category for oral beauty products. It became the largest thing Hollywood had seen in some time. Here’s the story.

EOS lip balm began with a marketing campaign to find the best way to make the new product the perfect design, small and scent. More than just a product for keeping lips smooth, it was marketed as a beauty product that would become the one thing that everyone had to have in their purses. It surpassed that and even became the one thing that every millennial had to have in their pocket as well.

The little balls of lip balm were first released to product testers, then drug stores, then hitting a stroke of luck, they discovered a champion for the product at Walgreens. A young female buyer for the chain was delighted with the product. Followed soon by Target, the EOS lip balm came to be. Soon stars like Miley Cyrus and Taylor Swift used them in product placement deals in their videos. It wasn’t long before everyone had to have them. Marketing campaigns branched out to companies like Keds and Disney to create limited edition releases that performed fabulously. EOS was a hit.

All natural and in several adorable color designs, these little circular balls of lip balm rose to a profit margin of $250 million dollars by 2017. Every major star uses them, and there have even been a few copy-cats. All of that spelled success to the now managing partner Mehra who has added a few other products to the EOS line-up. The profits should easily reach $2 billion by 2020. For more information, please visit

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