Category Archives: Lip Balm Producers

From Start-Ups to Sold-Out Stores: The History of the EOS Lip Balm Company

In “The Untold Story of How Lip Balm Upstart EOS Outdid Chapstick,” Elizabeth Segran interviews the creators of EOS lip balm to explain how they used a unique way of looking at products to launch a company that would force competition in a long stagnant market. Sanjiv Mehra and Jonathan Teller, the minds behind Evolution of Smooth or EOS, paired up because they wanted to create an Amazon product with staying power. They believed their team up would be beneficial because they had a unique way of looking at their product. Instead of inventing a new product and attempting to go from there, they looked for an area of the beauty market that was in need of innovation. Mehra notes they were struck by lip balm due to the fact that the oral care market has barely changed since its invention. Combining Mehra’s experience working in big businesses and Teller’s experience with start-up business, they did research into who typically uses the product and then designed their new lip balm around their ideal customer. Using their knowledge of start-ups, they focused on getting a satisfactory product out instead of throwing money at marketers. Segran explains that letting the product speak for itself and catch on with their intended consumer led easily into influencer marketing which got them the endorsement of Facebook beauty vloggers and celebrities until they were the biggest advertisers for oral care.