In the developing years of the Evolution of Smooth, founders Sanjiv Mehra and Jonathan Teller made a conscious decision to remain distant from the spotlight. Despite their incredible popularity, EOS understood that focusing on product development, manufacturing and sales was most important. The founders’ dedication has paid off as the company has become the second leading seller of lip balm in the United States. In fact, EOS has grown from a startup into a $250 million company. In an exclusive interview with Fast Company, EOS (evolutionofsmooth.ca) founders revealed the steps taken to achieve their worldly success.
Sanjiv Mehra and Jonathan Teller had previous experience in packaged-food sales and startup incubators respectively. These entrepreneurs decided to start a business in the stagnant lip balm market. More specifically, Mehra and Teller understood that a revolutionary product would prove successful in this archaic market. The Evolution of Smooth was created to cater products to women in particular. This demographic made up a majority of lip balm sales overall. In order to successfully market their product, EOS lip balm designed a product that would appeal to all five senses. The aesthetic, orb shape lip balm felt satisfying to use and looked fashionable. Also, EOS developed several different flavors and colors to choose from.
After successfully creating a revolutionary product, EOS focused on putting their lip balm in stores. They approached major retailers and were denied time and time again. Finally, a female buyer at Walgreens agreed to sell EOS lip balm. Online merchant Amazon.com and several major retailers such as Walmart and Target made large purchase orders after the success at Walgreens. Next, EOS founders channelled all of their effort and energy into advertising. They worked with social media influencers to promote their new product. Furthermore, EOS partnered with major stars such as Taylor Swift, Miley Cyrus and Demi Lovato.