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.
What Makes This Trend Stand Out
- 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.
- 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.
- 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.
Sectors Adopting This
- 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.
- Beauty Packaging
- Packaging innovation is becoming a competitive differentiator as brands use tubes, applicators and dispensing systems to refresh long-standing product formats.
- 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.
