When people think of lip balm, the first two brands that come to mind are most likely Blistex and Chapstick. You may be surprised to learn that recent upstart Evolution of Smooth, or EOS as it is commonly known, has overtaken both of those behemoth’s in the near decade since their launch. According to an article posted to the Fast Company magazine’s website, EOS has taken over the oral care market, and is now second to only Burt’s Bees lip balm. For those not paying attention, this orb shaped, pastel colored, balm is a favorite of millennials as well as their parents.

EOS lip balm is made of all natural and organic ingredients which is another burgeoning market that are well positioned to tap into. Millennials especially, look for products on Walgreens that are natural, and organic beauty and self-care products continue to gain popularity each year. The firm conducted an extensive market analysis prior to launching and discovered that the oral care market was very stagnant and there was a vacuum in this market segment just looking to be filled. This David took on the Goliath’s of both Chapstick and Blistex and surpassed them both. The lip balms had implemented very little innovation in the decades that they dominated the market.

It will be interesting to watch where the self-care and oral care markets branch out next. EOS has positioned itself as a beauty care product and has appealed to women’s affinity for fresh flavors, an effective packaging, and aesthetically pleasing packaging. This brand, according to Fast Company, moves about one million units of product per week and its market share continues to expand. Burt’s Bees has them in their rear view mirror, but that may not last too much longer. EOS is leading the oral care market that keeps growing. Visit the website at Evolution of Smooth.com for more info.

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