Back in the day chapstick always had a nasty smell and always melted away when it was hot out. In comes EOS, https://evolutionofsmooth.ca/, to save the day and change the way chapsticks work. The little spheres made their way to small convenient stores like Walgreens, then moved its way up to Walmart and Target. Now the Essence of Smooth brand is being talked about by Allure and Cosmo while being seen whipped out by big celebrities like Kim Kardashian and Miley Cyrus.
The 250 million company comes in as the second best selling lip balm right behind Burt’s Bees. They sell over a million of these little balls a week and are projected to reach two billion by 2020. The three founders Mehra, Jonathan Teller, and Craig Dubitsky all focused on making a good product and how they could give it to people. Craig Dubitsky left before they made EOS though, as he went his own route into the oral care industry. They did research and found that chapstick was used more by women than men even though it’s a unisex product. Not only that, a lot of women complained that the tubes of wet paste were easy to lose and they didn’t like squeezing it onto their hands and getting their fingers all nasty. That’s when EOS lip balm got a clay artist who molded different shapes until they decided on the one that’s came to be. They then hired a sales representative to get their foot into the doors of Winn Dixie and Walgreens and invested all of their earnings back into the product. Now their products are all over magazines and fashion blogs on the internet.