When thinking of buying a lip balm, most of the people simply used to go the supermarket and buy the cylindrical lip care product from Chapstick or any other oral care companies. However, things in the lip care sector changed drastically after the EOS Lip Balm entered the market. It started to show up suddenly in just about every supermarket one can name, starting from Target to Walmart, Walgreens, and more. The product also got a significant boost in its marketing and outreach to its Target audience when famous celebrities like Kim Kardashian, Miley Cyrus, and Christian Aguilera were seen using EOS Lip Balm.

Sanjiv Mehra, one of the co-founders of EOS Lip Balm said that not marketing the product and the company much was a deliberate move. He mentioned that as a small start-up, the primary aim of EOS was to create a product that is liked by its target audience. He believed that the consumers were bored of buying the same kind of lip care products over the years.

He and his co-founders did a market research and found that lip care sector didn’t saw any innovation in the past few decades and therefore, thought it to be the right niche where they can focus. It is what helped them create EOS Lip Balm, which is primarily targeted as a regimental beauty care product for the women. Sanjiv also mentioned in one of the interviews that while they wanted to create an innovative and creative lip care product, they didn’t want to create something that is too unconventional that would not stand the test of time.

Evolution of Smooth is valued at over $250 million today by skincare-au.com, and the company is known to have singlehandedly changed the lip care industry, which as per statistics is going to be over $2 Billion industry by 2020.