EOS lip balm has found it’s way to the drugstore aisles and made itself a permanent home in the handbags of women everywhere. The products were not an overnight success, but almost. In just a few short years they went from selling just under a million units in their first year to currently selling over one million units per week.
At the beginning of year one, three friends Jonathan Teller, Craig Dubitsky, and Sanjiv Mehra, all sat down and decided they wanted to tackle the realm of lip balm. To them it seemed everything in that aisle had stagnated, and it would be g a good opportunity. The three had experience in startup incubators and brand packaging making the way they started their business all the more crucial to their success. Instead of wasting resources on a lot of hype, they were prepared as to what they would need to invest in as a startup.
They invested instead in custom machinery that could run on almost 100% automation to make the lip balm orbs from start to finish. This allowed them to focus on other areas of building the brand, creating new flavors and packaging colors, and being able to supply the demand that was growing for the products. They started small in a Walgreens and continuously grew, now offering their products in the local Target and Walmart. The product eventually made its way to online stores including eBay.
A success on their own, but a huge hit with the millennial fan base and ready to grow in that direction, they decided to market with beauty bloggers, YouTube, beauty magazines and celebrities like Taylor Swift and Miley Cyrus. Their collaborations have grown to include many well known companies including Keds and Disney with some products reaching cult like status and selling for hundreds of dollars on auction websites.
For more info, visit https://evolutionofsmooth.com/.