Since launching its Cashmere range, Eos’ body wash products have driven 25% of total category growth, according to Nielsen data.

A Gen Z glow up

Under the marketing leadership of Caldas and former chief marketing and innovation officer Soyoung Kang, who was recently promoted to president, Eos has risen from a challenger brand to a relatable Gen Z beauty staple, known for its lip balms, skin care, beauty, and shaving products.

Notable campaigns over the last few years have included “Bless Your F*ing Cooch”, a limited-edition line in collaboration with agency Mischief @ No Fixed Address that was born from a TikTok video, and its sister-themed Super Bowl debut, “Harshest Critic.”

Its latest campaign will run for a month, starting Oct. 21.