Burt’s Bees turns consumer trends into lip-care innovation
By Serena Ditkoff, brand manager – Burt’s Bees
Burt’s Bees is expanding our lip-care portfolio with squeezy Hydrating Lip Balms and Hydrating Lip Tints, new offerings that combine moisturizing care, fun flavors and sheer color in a convenient, squeezy form. You can find them at Walmart, Walgreens, burtsbees.com and your favorite online retailers.
This innovation didn’t start in a lab; it started with understanding how consumers’ beauty and self-care habits are changing and identifying an opportunity to bring lip care and cosmetic benefits together in a way that feels distinctly Burt’s Bees.
The big picture
Consumers increasingly want lip products that do more than hydrate. They’re looking for care, convenience and an application experience that feels easy and enjoyable.
As beauty routines become more streamlined and on-the-go, squeeze tubes have emerged as a format consumers know and love. That presented an opportunity for Burt’s Bees to introduce a fresh, new squeezable format while delivering the hydration benefits consumers expect.
What’s new
The squeezable Hydrating Lip Balms take the trusted Burt’s Bees balm experience – long-lasting hydration, responsibly sourced beeswax and feel-good flavor – and reimagine it in a squeezable tube. The formulas deliver 24-hour hydration in a lightweight, non-sticky texture that absorbs quickly and leaves lips feeling soft and smooth. Available in familiar and fun flavors like beeswax, vanilla bean and pomegranate, the balms give consumers a new way to enjoy the everyday lip care they already love, with a more playful application experience.
The squeezable Hydrating Lip Tints extend that care-first foundation with sheer, buildable color and juicy flavor-inspired shades. Available in Juicy Guava, Strawberry Matcha, Raspberry Sorbet and Mocha Latte, the collection offers a fresh spectrum of wearable shades inspired by the flavors consumers love. Infused with hyaluronic acid and responsibly sourced beeswax, the tints also deliver superior-in-category, 24-hour hydration while helping improve lips’ natural moisture barrier. Unlike traditional stick-format tinted balms, the squeeze-tube format allows for a glossier, more sensorial texture with easy, controlled application on the go. The result is a non-sticky tint that feels like lip care and looks like an effortless beauty boost, giving consumers approachable color without sacrificing the nourishing benefits they expect from Burt’s Bees.
Together, the launches expand Burt’s Bees into a squeezy form that consumers increasingly reach for, especially younger shoppers building more flexible, expressive “lip-care wardrobes.” The squeeze-tube format makes application easy and precise, while creating a more playful experience.
Bringing it to life
Bringing the squeeze balms and tints to market required close collaboration across our company to address a clear challenge: how to create a squeeze-tube experience that feels fun, modern and sensorial, while still delivering the trusted care and benefits consumers expect from Burt’s Bees.
R&D, design, consumer insights, marketing and sales teams worked closely together, translating insights from prestige beauty products into an accessible experience at a price point of less than $5. From formula development and packaging design, to flavor selection, claims and positioning, each team played a role in ensuring the final offerings resonate with today’s consumers.
The bottom line
The new squeeze-balm lines show how consumer-first innovation can transform everyday routines. It’s a strong example of where our brand is headed: expanding trusted lip care into modern, multi-benefit formats that meet consumers where they are today while opening the door to future innovation.
