Body care heavyweight Eos is ready to take on fragrance.
The brand, best known for its hero scented body lotions, is debuting its first permanent collection of fragrance mists. Called Cashmere Body Mists, the hydrating fragrances retail for $12.99 and come in eight of the brand’s core scents including Crème de Pistachio, Fresh & Cozy and fan-favorite, Vanilla Cashmere.
The launch has been long-awaited by the brand’s core Gen Z and Gen Alpha consumer base, which according to Eos president Soyoung Kang sent more than 10,000 direct messages, social media mentions and comments requesting a fragrance mist from the brand this year alone.
Related Articles
The Cashmere Body Mist collection debuts Friday, though some scents within the line were previewed as part of Eos’ 2025 holiday collection, which went viral in October days prior to the brand’s own announcement of the line when shoppers noticed it hit Walmart shelves early in the month.
“Fans shared their discovery on social media, and it took off like wildfire — we saw an immediate, explosive success in sales, and we think that bodes well for the future success of overall mists within our portfolio,” said Kang.
Indeed, NielsenIQ data provided by Eos shows that within two weeks of the holiday collection launch, Eos became the number-one mass fragrance mist brand in the U.S. In terms of its core hand and body moisturizer business, Eos is also the number-one brand in the mass channel.
“The success that we’ve seen across these big, highly competitive categories just shows how much more runway we have to go forward,” said Kang, adding that the brand’s February foray into body wash, which similarly brought its hero scents to a new format, has also exceeded expectations.
As far as earned media value — which is CreatorIQ’s measurement of a brand’s social media engagement and reach — October was Eos’ most impactful month this year. While Eos ranked number 27 in U.S. skin care EMV from January through October, it grew at an 89 percent year-over-year clip during the period — nearly double the rate of the 26 brands ranking above it, which averaged 47 percent year-over-year growth.
“Expanding into fragrance leverages the incredible momentum we’ve built in body care to address a clear whitespace in the market. Our community didn’t just adopt our body products, they obsessed over the scents, so this launch is a direct response to that demand,” said Jonathan Teller, chief executive officer of Eos, in an email.
The launch is particularly timely as affordable fragrances emerge as a nascent driver of the fragrance category’s ongoing boom. Data from Circana shows that mass market fragrances grew 17 percent year-over-year through the third quarter of 2025, while prestige fragrances grew six percent. Just one year prior, the dynamic was flipped, with prestige fragrance growth outpacing mass by 12 points.
“We think mists are going to be the next big thing for us,” said Kang, who did not comment on sales expectations for the launch. Industry sources expect the Eos mists could generate $30 million in sales during their first year on the market.
While it was reported last year that Eos was in talks with investment banking firm Centerview Partners, Kang said there is “no news” regarding a potential sale of the brand. Fast-growing body care brands have become a subject of M&A buzz in recent years, though, with Naturium being acquired in 2023 by E.l.f. Beauty for $355 million, and Salt & Stone tapping Raymond James this fall to explore its options, with sales said to be around $150 million.
“When you’re taking your cues from consumers who are asking for these products, you feel confident that you’re heading down the right path, and so far that has been true,” said Kang, adding, “the fragrance category is one that is sort of that next big building block within our portfolio, and we think it’s going to make a big impact within our business, and we’ll be supporting it with strong storytelling and marketing stories into 2026.”
