Making Lip Balm Sexy

There was a time that lip balm only came in a cylinder tube and only available in three flavors, original, cherry, and mint. It was common to buy multiple tubes because they would get lost in the bottom of bags, shoved in car door pockets, or sent through the wash in the pocket of a pair of jeans. This is a problem that still plagues people today, except those that purchase EOS Lip Balm and its copycats.

EOS Lip Balm innovated the sphere-shaped lip balm. It all began nearly a decade ago when Sanjiv Mehra, who had a background in consumer packaging with complies like Unilever and PepsiCo, teamed up with Jonathan Teller and Craig Dubitsky, who worked at incubator startups. They set out to change the drugstore beauty aisle. At this stage, they had yet to choose a product, but lip balm stuck out to them.

In nearly its 100 year history, lip balm has not really changed. The most recent advancement was a tub of lip balm, but research showed that women did not like the tub because it seemed unsanitary. The most popular brands on the market, Burt’s Bees, owned by Clorox and Chapstick, owned by Pfizer, “were indistinguishable” according to Teller.

EOS lip Balm Company worked with a clay modeler to innovate the lip balm. They wanted a product that was easy to find in a purse, considered hygienic, and a pleasure for women to use. The result was the sphere-shape seen in beauty aisles and in beauty magazines at the checkout aisle. With fun flavors like honeydew and grapefruit, it’s no wonder EOS Lip Balm ( is also found in the hands of celebrities like Kim Kardashian, Miley Cyrus, and Christina Aguilera. Taylor Swift is their spokesperson for the Asian market and EOS sponsored a Demi Lovato music tour.

Check out the EOS Facebook page for more info.