How a TikTok Inspired 'Bless Your F*ing Cooch' Shaving Cream

Costly, splashy campaigns can pique the public's interests well enough, but nothing builds market-wide enthusiasm quite like the organic, emphatic endorsement of an everyday fan—especially when it comes in the form of a viral TikTok pulling more than 18 millions views and counting. Just ask skincare beauty company Eos. The brand's Shea Better shaving cream was recently the subject of a glowing recommendation from Florida teen Carly Joy—known as @killljoy on TikTok—who had zero reservations about sharing her most treasured personal grooming secret for a smooth, painless pelvic shave. In little time, the video gained the attention of millions of viewers who were interested in acquiring, in Joy's words, "a smooth-ass hoo-ha." Since posting that TikTok on Feb. 28, Eos has reported that orders on its website have increased by 25 times, and website visits to its shave category increased were 450 times higher than normal. It became the No. 1 shave brand in Target and sold out across the country, the brand said. The company is directly crediting the surge in sales to Joy's post. As a tribute to her impact, Eos released a limited edition line of shaving creams named "Bless Your F*ing Cooch." @killljoyy Reply to @_notbrooke_ ♬ original sound - carly joy Blessings abound Created in partnership with agency Mischief @ No Fixed Address, the Bless Your F*ing Cooch line comes in a number of different scents and has been clinically tested to ensure the gynecological safety of the formula. The supply is incredibly limited—the brand is only offering to gift it to certain fans who "slide right into those Eos TikTok DMs." Thankfully, the company was sure to send the teen creator a gift pack of her own. Soyoung Kang, CMO at Eos, recognized Joy's indelible contribution to the brand's most recent success. “Carly Joy says our shaving cream is an absolute blessing—but Carly Joy’s the true absolute blessing here," Kang said. "Her raw, unfiltered take on how she gets the smoothest shave ever is being celebrated around the world, so it only felt right to gift her a custom line as unique as she is.” @killljoyy #stitch with @killljoyy #ad BLESS UR COOCH #coochblessings @eos ♬ original sound - carly joy Joy's endorsement soared on the strengths of her relatability, frank delivery and undeniable confidence in the product. "You need this shit," Carly states to the camera, holding a bottle of the shea butter cream. "It's an absolute blessing." She then goes on to give an unfiltered tutorial explaining her preferred shaving method—instructions that are printed verbatim on Bless Your F*ing Cooch line's packaging. The young creator sees her video as an opportunity to talk openly about feminine hygiene while showing love to Eos: "It’s really important to be open and honest about women’s hygiene because it’s been thought of as a 'taboo' for so long. People should know it’s not gross or weird to take care of yourself, and Eos is the perfect brand to do just that." As in-person production across multiple industries slowed to a halt over the past year, TikTok has become a valuable marketing asset to brands hoping to benefit directly from organic engagement. Eos' recent boom in sales exemplifies the buying power of the platform's reported 689 million users, many of whom often share their product finds under the popular tag #TikTokMadeMeBuyIt.

Packaging Design

Eos Creates 'Bless Your F*ing Cooch' Shaving Cream Line Honoring Viral TikTok Creator

Carly Joy's personal grooming tips led to the brand being sold out of product

Shannon Miller

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Shannon Miller