ChapStick pushes into skinified lip care with flavor-forward HydraBalm tubes

ChapStick is expanding its everyday lip care lineup with the launch of HydraBalm tubes. The convenient new formats are available in cherry, vanilla, watermelon, guava, and unscented flavors.

According to the brand, the HydraBalm tubes “bring ChapStick’s signature deep hydration to a fresh, flavor-forward tube format.” The ChapStick HydraBalm tubes are formulated to lock in moisture, offer “effortless application,” and provide all-day comfort. 

“ChapStick has spent decades earning a spot in people’s pockets and bags, and with HydraBalm, we’re keeping that relationship fresh. The new HydraBalm offers the 24-hour hydration that ChapStick is known for in a squeeze tube format,” says Rachel Behm, chief marketing officer.

New lip care formats 

The lip care move from ChapStick signals a growing trend of everyday and legacy beauty brands exploring new packaging and product formats to reach a wider consumer base. It is also clear that lip products are shifting from a final makeup step to a standalone care segment. 

ChapStick’s HydraBalm tubes are available in cherry, vanilla, watermelon, guava, and unscented flavors.Earlier this year, Unilever revamped its Vaseline lip care brand with the launch of its Gluta-Hya Lip Serum Gloss, containing tripeptide and hyaluronic acid. Personal Care Insights reported that the move targeted Gen Z and Gen Alpha’s attention by meeting the demand for skin care that “bridges credibility and color.”

Additionally, behind the shine of the product launch, Vaseline’s reengineered positioning reflects changing consumer behavior rather than a simple portfolio expansion. The strategy behind the gloss signals that cultural currency, rather than just efficacy, is influential for lip care.

“There has been a fundamental shift in how the lip category is behaving culturally and emotionally,” Melissa Houston, global associate brand director of Vaseline at Unilever, told us.

“Lip care is no longer just a functional fix — it has become one of beauty’s most expressive, impulse-driven, and socially visible categories.”

Lip care repositioned 

Category development as a whole suggests that lip care and cosmetics are moving toward hybrid formats that combine makeup performance with skin care-inspired benefits. 

According to Innova Market Insights, consumers increasingly want makeup products containing ingredients that prioritize functionality and performance.

In a recent interview with Cornelia Riepl, director for product marketing at Schwan Cosmetics, we spoke about consumer demand for routines that simplify without sacrificing performance and the formulation trade-offs behind hybrid products. 

“Lips are increasingly being treated as a dedicated skin care zone rather than an afterthought, driving demand for products that combine visible enhancement with skin care benefits and scientifically credible ingredients,” said Riepl.

“Consumers no longer want to choose between color performance and care. They expect products that simplify their routines while delivering visible results, comfortable wear, and meaningful skin care benefits. At the same time, we see a growing interest in non-invasive, treatment-driven beauty solutions.”

Riepl sees lip products evolving into a dedicated care category. 

“This shift is particularly visible in the lip category, where consumers are looking not only for definition and volume, but also for hydration, barrier support, and long-term lip care,” she revealed.