EOS. They are everywhere. In the pages of magazines, in celebs’ purses, Facebook beauty blogs – not to mention in practically every store that carries lip balm.

But how did EOS manage to become so prevalent in such a short amount of time?

Before now, the founders of Evolution of Smooth (their proper name) have kept their secrets to themselves, but their business strategy has been revealed in this exclusive interview with Fast Company.

Cofounder and managing partner of EOS, Sanjiv Mehra, explained in the interview that “not necessarily building up information about it was something quite deliberate on our part”.

But as the company grows, it also feels it is important for their consumers to know more about them and who they are.

So who are they, exactly?

EOS lip balm began as a start up and an idea – an idea to shake up a stale but crowded industry. From there, the founders formulated a plan for success which included two key parts: a target demographic and bold new design.

Lip balm has been packaged and sold in nearly the same many for more than one hundred years, says skincare-au.com. The familiar tubes that brands like Chapstick and Blistex typically come in are pretty much the same as they have always been. This left the market primed and ready for a shake up.

Enter the iconic EOS design. The smooth texture and unique shape combined with distinctive colors and flavor combos (https://www.amazon.ca/eos-Pomegranate-Raspberry-Lip-Balm/dp/B00B6A9KTU) have made EOS a stand-out among a sea of similar products. Combine their unique and appealing design with their target demographic – millennial women (who also happen to be the primary purchasers of lip balm) – and EOS created a winning combination that has propelled them to the top of their industry.

To learn more about EOS and their success story, read the full interview here.