In the early stages of product research prior to creating their brand, EOS developers, Jonathan Teller and Sanjiv Mehra, came to the conclusion that they wanted to develop one-of-a-kind products that were specifically designed for women. They quickly became aware of the lack of lip care products created for women, and had confidence in their ideas for lip balms which pleased each of the five senses. Beyond the overall design of the products, there was much more work that needed to be figured out, including financing and distribution. Despite their experiences speaking with experts, the two entrepreneurs ultimately decided to take a risk, and go with their unique ideas for flavors and design. Even after taking into account that there was a possibility their products would not sell, they felt going with their initial instincts was best for the brand. Their confidence and passion truly showed, as much of the initial funding was their own money, and they were at risk of losing it all.
Jonathan and Sanjiv faced many difficulties while pitching their brand to investors, as many found it unoriginal, and pointed to an oversaturated lip care market. Despite having confidence in the brand, they learned the products would never grab the attention of investors, let alone consumers, if they did not stand out on their own.
Fast forward seven years, EOS brand now covers the shelves of many of the most popular stores in the United States and other countries. Interestingly enough, much of the initial advertising came from word of mouth, allowing Jonathan and Sanjiv to see how the products were received by consumers before committing to an advertising strategy. EOS is now adored by businesses, celebrities, and women of all ages. What began as a daring business decision, is now a 250 million dollar company.