By Rebecca Stewart
Copyright adweek
Eos Products has promoted chief marketing and innovation officer Soyoung Kang to the newly created role of president.
In her new position, she’ll continue to oversee marketing, innovation, and ecommerce, while also assuming expanded responsibility for the company’s commercial strategy, business performance, and P&L growth and profitability
From challenger to Gen Z fave
The marketer first joined Eos in 2018 and has spent the past seven years turning the personal care brand into a millennial and Gen Z staple through social-first marketing campaigns.
When she joined, Eos was a small challenger brand best known for one key product—a colorful, spherical lip balm. Now, the business sells skin care, beauty, and shaving products.
Notable campaigns include “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.”
Soyoung’s promotion follows 14 consecutive quarters of double-digit retail sales growth for the business.
“Soyoung has been instrumental in shaping Eos into the cultural powerhouse and commercial success it is today,” said Jonathan Teller, founder and chief executive of Eos Products. “She spearheaded our expansion into the body care category, now the core of our business. Her strategic vision, disruptive creativity, and commercial acumen make her the ideal leader for our next phase of growth.”
Kang added: “Eos has always been a brand that dares to disrupt while putting the consumer first. It’s an honor to lead into this next chapter as we continue to push boundaries, build community, and drive sustainable, profitable growth through innovation, creativity, and commercial excellence.”
