EOS doubles down on the shaving category

In late May, EOS launched the latest in a back-to-back series of campaigns promoting its shave and body category. Titled “EOS Shave 101,” the campaign focuses on myth-busting in shaving — because, when it comes to shaving, dozens of “rules” persist.

Though EOS may be best known for its orb-shaped lip balms, its first-ever products were in the shave category. And now, its combined body lotion and shave products business is on track to account for more than half of the total business by the year’s end. The brand’s Pomegranate Raspberry Shave Cream is the No. 1 best-selling women’s shaving cream on Amazon, according to the marketplace. Its new Cashmere Skin Collection Shave Oil is No. 3 on this same list.

According to Nielsen, EOS is the No. 2 brand in the shaving category nationally, based on sales, with the brand growing 50% faster than the rest of the category. Its Cashmere Shave Collection was 2023’s biggest new collection launch in the women’s shave category. Also according to Nielsen, 46% of all shave category growth year-to-date has come from EOS, and the brand is in its fifth consecutive year of market share growth. Finally, EOS CMO Soyoung Kang said, “Our YouGov research shows that EOS is the first shave cream brand Gen Z women think of.”

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