Jonathan Teller and Sanjiv Mehra’s startup EOS lip balm, has risen to success in just seven short years. How did the startup manage to do so? Fastcompany.com spoke with Teller and Mehra, recapping the challenges they’ve faced, decisions they’ve made, and everything else along the way.
Teller and Mehra wanted to create an innovative product, one that had yet to be introduced to the lip balm market, so Evolution of Smooth was born. The lip balm line offers women an organic, silky, tasty lip balm in a compact smooth sphere.
Teller and Mehra knew that the product would be welcomed by women, especially millennials that use lip balm daily. However, getting the product onto shelves and consumer’s view posed a challenge. So the guys sought professional help and landed their first account at Walgreens. From there, the product has surfaced on shelves of stores like Target, Walmart and even Ulta.
Getting into stores was a welcomed opportunity that Mehra and Teller had worked tirelessly to achieve. They knew if they were to compete with other leaders in the beauty industry that they had to be able to meet the demand for their product. So, the partners invested in machinery developed specifically to produce their product.
With their product on the shelves and the ability to produce EOS lip balms as needed, the guys looked into additional needs like marketing. EOS has become incredibly popular among millennials so what better to reach them than through social media? Beauty bloggers have featured reviews of their product on YouTube, Facebook, and Instagram. The brand has even sponsored celebrities like Taylor Swift and Demi Lovato. Today, EOS has over 7 million followers on Facebook, proving the guys have successfully gotten the word out! The brand continues to revolutionize lip balm, an industry that will never be the same. http://intl.target.com/p/eos-organic-lip-balm-sphere-strawberry-sorbet/-/A-13731791.