ChapStick is associated with quick, reliable lip relief and trusted as a go-to remedy for dry, chapped lips in any season, and for the first time in its 145-year history, the brand is introducing a squeezable tube format with its new Hydrabalms. "Chapstick is the number-one lip balm brand by household penetration; it's been around the longest, but was not serving our customer in the way that we could with a squeeze-tube format," said Rachel Behm, chief marketing officer of ChapStick parent company Evermark.
Hydrabalms are available in fruity varieties like vanilla, cherry, guava and watermelon, plus a fragrance-free version, and ultimately deliver the hydration and comfort the ChapStick brand is best known for in a format that's just as portable as its sticks, but more fun.
Hydrating Lip Tubes
For the First Time, ChapStick is Introducing Hydrabalm Tubes
Trend Themes
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Squeezable Lip Care — Squeeze-tube formats are reshaping everyday balm routines by blending familiar hydration benefits with a more tactile, controlled and playful application experience.
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Legacy Brand Modernization — Established personal care names are finding new relevance through packaging updates that preserve consumer trust while signaling freshness in mature product categories.
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Flavor-forward Hydration — Fruit-inspired and fragrance-free variants broaden lip care appeal by pairing functional moisture relief with sensory personalization for different consumer preferences.
Industry Implications
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Personal Care — The personal care sector is seeing disruption from small format shifts that turn routine wellness products into more expressive, portable and experience-led purchases.
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Beauty Packaging — Packaging innovation is becoming a competitive differentiator as brands use tubes, applicators and dispensing systems to refresh long-standing product formats.
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Skin Care — Skin care-adjacent categories are expanding as lip treatments adopt more hydration-focused positioning, creating overlap between daily care, beauty and seasonal relief products.