The company Evolution of Smooth, or better known as EOS, have completely taken over the lip balm industry with their new circular shape and smooth application, see https://skincare-au.com/collections/eos. Celebrities ranging from Miley Cyrus to Kim Kardashian have taken a liking to this little product that has become a staple in almost every woman’s handbag. An article by Fast Company has recently revealed the company’s successful market strategy. The company has recently become one of the best-selling lip balm companies in the U.S, second only to Burt’s Bees. The key factor to their sales is natural and organic products. Recent studies have shown a growth in the need for more natural products, and EOS lip balm is providing that in a fun, round package. When it comes to the beauty isle the company believes it is important for their product to not only stands out but to also hold their standards higher than simply cutting cost. After doing some of their own studies the company discovered that most woman, who were the main consumers of lip balm, wanted something that was easy to find in their bag, easy to apply, and enjoyable to have. Armed with this knowledge the round EOS lip balm that is so popular today was born. It wasn’t easy for EOS to land their first paying consumer. Most buyers on Amazon online were men who did not understand the product, but after landing their first female buyer the company took off. Now the company sells over 1 million units on eBay a week. It is safe to say that we can expect the EOS company to continue to grow over time.