# Hydrating Lip Tubes For the First Time, ChapStick is Introducing Hydrabalm Tubes By Laura McQuarrie | Published 2026-06-18 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/hydrabalm References: [finance.yahoo](https://finance.yahoo.com/media-advertising/articles/lip-tubes-chapstick-sexy-040100106.html) & [chapstick](https://www.chapstick.com/)  [ChapStick](https://www.trendhunter.com/trends/it-gets-better-project) 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](https://www.trendhunter.com/trends/melting-lip-balm) 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. ## Trend Insights (Trend Hunter) - Score: 8.7/10 - Popularity: 92% | Activity: 92% | Freshness: 78% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### 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. ## Related on Trend Hunter - [Sunscreen-Inspired Lip Balms](https://www.trendhunter.com/trends/classic-whip-spf-30-lip-balm.md) - [Mini Lip Balm Trios](https://www.trendhunter.com/trends/the-sweet-summer-minis.md) - [Tangy Dill Lip Balms](https://www.trendhunter.com/trends/burts-bees-x-grillos.md) - [Volumizing Lip Balm-to-Oils](https://www.trendhunter.com/trends/the-melting-lip-balm.md) - [Soda-Inspired Jumbo Lip Balms](https://www.trendhunter.com/trends/space-camp-wellness-x-olipop.md) - [Accessorized Lip Balms](https://www.trendhunter.com/trends/charm-balms.md) - [Cartoon Family Cosmetics](https://www.trendhunter.com/trends/the-simpsons-x-nyx.md) - [Crave-Worthy Lip Balm Flavors](https://www.trendhunter.com/trends/glow-reviver.md) - [Portable Power Banks](https://www.trendhunter.com/trends/skylrk-portable-power-bank.md)