The Evolution of Smooth was launched almost a decade ago by 3 elite business men; Sanjiv Mehra, Jonathan Teller and Craig Dubitsky. The lip balm company is currently worth a quarter of a million dollars and that number continues to grow. Kline Research has discovered that the oral care category is mainly driven by natural, organic products and that is exactly what EOS lip balm is all about.
Beauty editors of popular magazines, such as Allure and Cosmo rant and rave over the unique orbs of lip balm. They have also been seen in the hands of famous celebrities liked Kim K and Miley Cyrus.
EOS is currently the 2nd best-selling lip balm in the nation and has outdone American staples such as Chapstick and Blistex. However, the journey to selling over a million units a week was not an easy task.
Mehra stated on the Fast Company interview that they saw an opportunity in the lip balm industry because companies were being “lazy”. They wanted to create a product specifically for women and could be used as part of their daily beauty regimen. It was important that the lip balm was fun and enjoyable to use.
Initially it was difficult to get the product on store shelves. Buyers from major retailers, such as Target and Walmart, claimed that consumers would much rather use products they were used to, such as Chapstick. However, as fate would have it, they were lucky enough to score a meeting with a female buyer from Walgreens that loved the orb shaped lip balms and decided to put the products on their shelves. The rest is history.
Today, EOS lip balms can be found at almost any drugstore for just $3 (http://www.racked.com/2014/10/31/7571165/eos-lip-balm). The company has a massive Facebook following and continues to promote their products through beauty vloggers and other channels.