In an interview by Fast Company, when entrepreneur Sanjiv Mehra teamed up with startup veterans Jonathan Teller and Craig Dubitsky, the goal they had was simple: to turn a popular drug store beauty aisle item completely on its head. That item, of course, ended up being lip balm, and the rest is history.
EOS (which stands for Evolution of Smooth) lip balm, with its now iconic spherical packaging, can be seen in practically every drug store and grocery store across the world, standing out next to the tired cylindrical design which every other lip balm manufacturer has used for the last century. EOS lip balm products has become so popular that it has been featured in several high-profile beauty and fashion magazines, and countless a-list celebrities can even be seen whipping it out of their purses in paparazzi photographs.
Mehra, Teller and Dubitsky did not have a load of experience in the beauty industry, but, rather, they possessed an intense drive to radically change something which up until that point had never broken from its formula. Chapstick and its countless indistinguishable competitors seemed like an obvious option, as the product earns high amounts of revenue consistently each year despite a complete lack of innovation when it comes to its packaging and branding.
What they created was a lip balm which cleverly comes in a bright pastel-colored sphere (see: https://evolutionofsmooth.com/lip-balm/smooth-spheres.html). The packaging catches the eye immediately. Lots of attention was also put into the ingredients used in the lip balm, so that it would smell and taste as good as possible. The ingredients are organic, as well, which is another top selling point for the product.
Today, EOS is worth $250 million. The lip balm is the second most popular next to Burt’s Bees. The product sells 1 million units weekly on ULTA, and is projected to sell even more as time goes on, as the lip balm industry is predicted to drastically grow over the next several years.