EOS products unveiled its latest innovation, EOS crystal, last week and it has already sold out on its website.

Available in two flavors, Hibiscus Peach and Vanilla Orchid, the new lip balm is pyramid-shaped – a departure from the brand’s iconic spheres – and is and is also wax-free, which the company says is a first for the lip balm category. The most buzzworthy part of the jewel-inspired lip balm is its completely transparent solid formula which contains avocado, aloe, coconut oil, castor oil, sunflower oil, and a special clear shea butter. In addition to the company’s website, the balms are currently rolling out nationwide at major retailers including Walmart, Target, Walgreens, CVS, Kohl’s and Ulta and retails for $4.99.

Along with the new EOS crystal launch, some of the brand’s iconic products are being relaunched with new formulas.

“After analyzing competitors, we were disappointed to learn that rather than innovating and improving the formulas of lip balms, they still used the same old tried and true chemical formulations, so we took it upon ourselves this year to elevate all of our formulas,” said Marco Viotti, Senior Brand Manager at eos.

The improvements, which took over two years to develop, includes an increase in the amount of sunflower seed oil used in the organic range for increased protection and healing for the lips, and the addition of coco butter to the Visibly Soft line for extra lip nourishment.

In addition to updating some of the formulations, the brand revealed new packaging across all of its lines.

“It wasn’t clear to consumers the difference among the product sub-ranges, which includes Visibly Soft, organic, active, and medicated,” said Marco. “We didn’t change the iconic look of the product, but instead redesigned the external packaging to bring out the main benefits of each. We also added illustrations to make it easily shoppable for consumers so they can make the right choice for their lifestyle.”

The updated formulas and packaging are in stores now.