Don’t get caught with dry lips as the summer season rolls on. Thanks to ChapStick’s latest breakthrough, you’re ready to be on the right track.
For the first time in the brand’s nearly 150-year history, ChapStick has unveiled a new, affordable way to provide 24-hour lip relief, in response to changing trends in the lip-care space.
ChapStick recently launched their Hydrabalm lip tubes in five flavors this summer. Now available at Target, there are plans to sell them at Walmart, Walgreens, CVS, Amazon, and dollar stores as well. The flavors include vanilla, cherry, guava, watermelon, and fragrance-free, and are available at competitive prices in the lip balm market.
We had a chance to try out the new lip tubes at a brand breakfast at SoHo’s famed Sadelle’s and surprisingly fell in love with the new product — we haven’t restocked our former favorite, pricier lip balm since.
We’re primarily obsessed with the price for the high quality of hte product: per WWD, a three-pack will retail for $4.99, while a two-pack will sell for $3.88. The outlet points out that Vaseline’s Lip Therapy tubes currently go for around $5, while El.f.’s Squeeze Me lip tubes are $5 a piece. It’s also not unheard of to have trendy lip tubes from brands reach upwards of $15 or $20.
“Data was telling us that tubes have been the fastest-growing subcategory, [up] 27 percent from 2022 to 2024,” chief marketing officer of ChapStick parent company Evermark Rachel Behm told WWD. “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.”
The squeeze-tubes, of course, are slightly more portable and compact than the regular sticks, making them perfect for pockets or crossbody bags while stepping out for work, workouts, date night, or the club.
“Dry lips, meet your match. ChapStick HydraBalm delivers 24-hour moisture with juicy, hydrating flavors that make lip care something to look forward to,” promises the product. “Formulated with jojoba oil and shea butter, HydraBalm is built specifically for dry lips that need real, lasting relief. These aren’t just pretty flavors – they’re doing the work to keep your lips soft, comfortable, and hydrated all day long.”
“HydraBalm is the next chapter in that story: trusted protection, upgraded hydration you can count on, and flavors you’ll actually want to wear,” adds ChapStick, saying “dry lips don’t stand a chance.”
The brand is making an effort to expand their reachability — entering new spaces like hotels and bodegas, and will be giving their classic lip balms what WWD calls a “subtle design refresh.” That “refresh” includes new bundles, including a Mocktails trio, Vacation Getaway Collection, and Ice Cream Collection.
The new Chapstick tubes are verifiably So.Gay Approved.
