What eos Products does

eos Products is a privately held US consumer packaged goods company founded in 2007 by Jonathan Teller. The company began with its iconic sphere-shaped lip balm and has since expanded into a full body care portfolio spanning body lotions, body washes, body mists, hand creams, and shaving creams. eos claims the #1 body lotion brand position in America and is described as one of the fastest-growing names in the body care category. Products are sold nationally through Target, Walmart, and Amazon, and the company also entered the US fragrance market in December 2025 with Fragrance Body Mists in Vanilla Cashmere and additional scents.

The business model is the sale of physical consumer products on a one-time purchase basis through mass-market retail and e-commerce channels, with no subscription, licensing, or service revenue disclosed. Go-to-market is digital-first and consumer-direct in orientation, even though transactions occur through retailer partners: eos invests heavily in cultural marketing, including back-to-back Super Bowl campaigns in February 2025 and February 2026, viral TikTok content, and a 9-million-follower social community that won Glossy's Most Engaged Brand Community award. A February 2025 Super Bowl activation with Gopuff added an instant-delivery channel and edible product tie-ins.

eos is led by founder and CEO Jonathan Teller, with President Soyoung Kang (promoted from CMO in September 2025) overseeing the next phase of growth. The company remains privately held with no disclosed funding rounds, parent company, or institutional ownership. Its Evolution of Smooth campaign with creative agency Mischief @ No Fixed Address won the Iridium at the 2025 Effie Awards as the Most Effective Campaign in the World, reinforcing the brand's marketing-led competitive position. No proprietary technology, AI capabilities, patents, or international operations are disclosed in the available source material.

Name

eos Products

Legal name

eos Products

Website

https://jonathantellernyc.com

Company type

Private

Founded year

2007

Operating status

Operating

Short description

eos Products is a privately held Gen Z-focused body care brand founded in 2007, selling body lotions, washes, mists, hand creams, and shaving creams through Target, Walmart, and Amazon. It holds the #1 body lotion position in America and recently expanded into fragrance body mists.

Ownership category

akta.pro rank

Product category

Personal Care and Body Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industries

Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD), Beauty & Personal Care Online Retailers (CRAFADAC)

Keywords

• Body care products
• Lip balm products
• Fragrance body mists
• Skin moisturizers
• Personal care brand

Headquarters

HQ city

New York City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Infrastructure

Revenue model

1. Body Care Products Sales: eos Products generates revenue through the sale of physical consumer products including lip balms, body lotions, body washes, body mists, hand creams, and shaving creams through retail distribution channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

eos Products manufactures and sells a portfolio of consumer body care items under the eos (Evolution of Smooth) brand, including its signature sphere-shaped lip balms, body lotions (the #1 body lotion brand in America), body washes, fragrance body mists, hand creams, and shaving creams. Products are sold through major mass retail chains (Target, Walmart) and e-commerce platforms (Amazon) directly to consumers.

Product overview

eos Products is a Gen Z beauty and body care brand that evolved from its original iconic sphere-shaped lip balm into a comprehensive body care portfolio. The company offers a unified product line spanning body lotions (their #1 body lotion brand in America), body washes, body mists/fragrance mists (including Vanilla Cashmere and other scents), hand creams, and shaving creams. All products are sold at major retailers including Target, Walmart, and Amazon nationwide. The brand is digital-first with 9 million social followers and is known for viral marketing campaigns including back-to-back Super Bowl campaigns.

Differentiator

Problem solved

Functional benefit

Products and services

• eos Lip Balms
• eos Body Lotions
• eos Body Washes
• eos Body Mists / Fragrance Body Mists
• eos Hand Creams
• eos Shaving Creams

Named customers3 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor and core.

• GopuffminorGTM or Marketing Partner · 1 February 2025Partnership with Gopuff for the Super Bowl campaign featuring edible cake versions of body mist products for quick delivery.
• Mischief @ No Fixed AddresscoreStrategic or Co-development Partner · 1 February 2025Creative agency partnership for Super Bowl campaigns. Won Top Effie and Iridium award for world's most effective campaign together.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• The Honest Company: Multi-category personal care and beauty brand selling body, skin, and beauty products at mass retail; comparable channel strategy and lifestyle brand positioning.
• Glossier: Digital-first beauty brand with strong social community and cult products; comparable community-driven, social-native brand-building playbook though portfolio skews more toward color cosmetics.
• Kopari Beauty: Indie body and personal care brand focused on coconut-based lotions, mists, and skincare; comparable DTC + retail hybrid and Gen Z digital-first brand identity.

Direct peers

• St. Ives (Unilever): Mass-market body and skincare brand sold in drug and mass channels including Walmart and Target; directly comparable category mix and price tier.
• Bath & Body Works: Mass-market body care, fragrance, and personal care retailer/brand selling lotions, body washes, mists, and lip products through national retail and DTC channels — directly comparable assortment and customer to eos.
• Native (Procter & Gamble): Mass-market natural body care brand offering body washes, deodorants, and lotions at Target, Walmart, and Amazon; similar Gen Z/millennial targeting and retail presence.
• Sol de Janeiro: Fast-growing body care and fragrance brand with viral marketing, Gen Z appeal, and body mists/creams at Sephora and mass retailers — directly comparable cultural-marketing playbook and category overlap.
• Vaseline / Vaseline Intensive Care (Unilever): Mass-market body lotion and body care brand sold at Walmart, Target, and grocery — directly comparable category, pricing tier, and distribution footprint.
• Dove (Unilever): Iconic mass-market body care brand with body washes, lotions, and deodorants sold at Target, Walmart, and grocery; comparable positioning and channel footprint to eos.

Broad incumbents

• Nivea (Beiersdorf): Global mass-market body care leader with lotions, washes, and lip balms across mass and drug channels; broader portfolio but directly overlapping product categories and channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/jteller

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about eos Products