ChapStick introduces its first squeeze tube format

ChapStick has expanded beyond the traditional twist-up stick format with the launch of HydraBalm, a new lip care range packaged in squeezable tubes.

The move represents a significant packaging change for one of the most established names in lip care and reflects the growing popularity of tube-based formats across the beauty and personal care market.

New format responds to changing lip care habits

ChapStick has historically been closely associated with the classic solid balm stick, but consumer preferences have evolved as lip care increasingly overlaps with skincare, cosmetics and premium beauty routines.

Squeeze tubes can accommodate softer and more fluid formulations while also offering a different application experience, allowing brands to develop products that sit between traditional balm, lip treatment and gloss.

Tube segment records strong category growth

According to data cited by the brand, squeeze tubes were among the fastest-growing packaging formats within lip care, increasing by approximately 27% between 2022 and 2024.

This growth has been supported by brands introducing richer formulations, oils, masks and treatment products that are less suited to conventional solid-stick mechanisms.

HydraBalm launches across five variants

The HydraBalm range is available in Cherry, Vanilla, Watermelon, Guava and Unscented versions.

The formulations contain ingredients including jojoba oil and shea butter and are positioned around long-lasting moisture and everyday portability. ChapStick says the products provide up to 24 hours of hydration.

Squeeze tubes support more flexible formulations

From a packaging perspective, tubes allow lip care manufacturers to work with a wider range of viscosities because the product does not need to maintain the rigid structure required by a twist-up stick.

This can create opportunities for richer balms and semi-liquid treatments while maintaining a compact, portable format suitable for handbags, pockets and travel.

Packaging becomes part of beauty positioning

The transition also reflects how lip balm has moved from a purely functional product towards a more lifestyle-oriented beauty category.

Consumers increasingly carry multiple lip products differentiated by finish, flavour, treatment benefits and application experience, making packaging format an important part of product positioning and shelf differentiation.

Heritage brands adapt to new packaging expectations

For established brands, moving away from an iconic packaging format can involve balancing familiarity with the need to respond to changing consumer behaviour.

ChapStick is retaining its core stick portfolio while using HydraBalm to enter a format already popular among newer lip care brands, allowing the company to broaden its range without abandoning the packaging identity that built its recognition.

Launch extends ChapStick into a broader lip care market

The new HydraBalm tubes are being introduced through major US retail channels including Target as well as through the brand’s own online store.

The launch demonstrates how packaging format can become a strategic part of category expansion, giving long-established brands access to new formulations, usage occasions and consumer expectations while maintaining familiar product benefits.