Eos and Blue Moon Turn Happy Hour Into Hydrated Lips With First Balm Collaboration

Eos is expanding its flavor palette to include a zesty new lip balm.

The fast-growing body care brand has partnered with Blue Moon to introduce the latest addition to its multicolored spherical balm collection, inspired by the beer company’s iconic Valencia orange garnish. This is Eos’ first food and beverage collaboration and Blue Moon’s inaugural beauty partnership.

“ We really focused on this idea that what makes a Blue Moon special is that refreshing hit of Valencia orange,” Soyoung Kang, chief marketing officer of Eos, said in a statement. “ We’ve never created a custom bespoke flavor in partnership with another flavor-driven company in the food and beverage world and specifically developed it in such a customized way to enhance the flavor of their product as well.”

Fusing together sustainable ingredients such as coconut oil and beeswax, the formula promises long-lasting hydration and a smooth, non-pigmented finish. There’s no age requirement to drink in the limited-edition lip balm; however, the product is intended for a new generation of 21 and older consumers who may have enjoyed a glass of alcoholic beverage before.

The citrus accent cut and squeezed on the side of almost every pour of Blue Moon has been a ritual among the beer company since its 1995 debut. “ It’s sort of a huge part of what makes us so special and unique as a brand. It’s one of our core identifiers, like almost if you see a shape of an unbranded glass with an orange garnish on it, you know that it is a blue moon,” said Courtney Benedict, vice president of marketing for Molson Coors Beverage Company, the owner of Blue Moon.

“ From a Blue Moon perspective, it sort of opens up the aperture on people experiencing something similar to the garnish regardless of where they are, which is pretty cool,” Benedict told WWD.

The two companies plan to bring this product to life through a series of in-person activations throughout the summer, with some events held in locations where customers typically enjoy a drink of Blue Moon. “Our products are meant to bring joy and delight into these small moments. We wanna make that specific moment feel more enjoyable,” Kang said.

The future of food partnerships at Eos depends on the success of this collaboration, but Kang noted the brand’s interest in similar opportunities. The cult-favorite, spherical lip care was once a bestseller for the brand. As of today, Eos’ body products — shaving creams, cleansers, lotions, oils and oil butters — make up more than 50 percent of its total business, which in part is thanks to the surge of ShowerTok, or shower routine videos, during the COVID-19 pandemic and an industry-wide expansion into body care.

Eos’ $4.99 Valencia Orange Lip Balm will be available for purchase on evolutionofsmooth.com and
shop.bluemoonbrewingcompany.com until supplies last. The release comes just months after Eos capitalized on the TikTok virality of its vanilla 24H moisturizers, releasing new Shea Better Cashmere Body Washes in four different scents.