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The Unlikely Skincare Product Taking the Internet by Storm
Believe it or not, the latest skincare sensation is not an elegantly bottled serum or cream, but rather a balm marketed as a treatment for cow udders. This product, which you can buy in a drugstore, is packaged in a bright green tin and it’s called Bag Balm.
From Cow Udders to Complexion Care
TikTok “skinfluencers” such as Gen Z star Alix Earle as well as others have endorsed Bag Balm, which was initially designed to soothe and soften cow udders. Its popularity has skyrocketed to the point of getting mentioned in Vogue. Madison Bailey, a 28-year-old beauty industry social media strategist based in Boston, is an ardent fan of Bag Balm. She applies it liberally all over her face, and it costs her under $12.
The Evolution of Bag Balm
Originally marketed as a veterinary product, Bag Balm, now celebrating its 125th anniversary, was intended for “udder care”. Today, it has evolved into a versatile solution for dry skin, lips, windburn, tattoos, cuticle health, pet paws, and naturally, skincare.
The Secret Behind the Simplicity
Libby Parent, the president of the now renamed Original Bag Balm, revealed that the brand ethos centers around simplicity and versatility. The company was established in 1899 when John Norris procured the rights to the udder ointment from a local pharmacist.
It took until the 1960s for farmers to realize that the balm could also be used on their skin. Fast forward two decades, the product was rebranded to cater not only to animals but also to humans following national media attention. The main pivot of the product’s marketing came about when the Norris family sold Bag Balm to private equity investors about ten years ago. Any mention of ‘sore teats’ was removed from the packaging, animal-specific offerings were discontinued, and more human-oriented versions like lip balm and soap were added.
Retaining Rural Roots Amidst Revamped Image
Even though Bag Balm has captured the attention of the skincare scene on TikTok and made its way into the pages of Vogue, the brand remains largely unchanged. It continues to cater to its rural clients and is steadfastly produced in Lyndonville, Vermont. The production factory generates 9,000 tins of Bag Balm per day with the help of a small team of just seven workers.
Celebrity Endorsements and the “Slugging” Phenomenon
It’s not just everyday consumers who love Bag Balm. It’s found its place in Hollywood as well. Country singer Shania Twain revealed in a 1999 interview that she applies a generous amount of Bag Balm on her face and hair, which resulted in a surge in the product’s sales. The late actress Raquel Welch also used Bag Balm, attributing her youthful appearance to the product. Many consumers, including Bailey, use Bag Balm for “slugging”, a trending skincare routine that involves securing products onto the skin with Vaseline or, in this case, Bag Balm.
Settling in the Digital Age
The emergence of the “slugging” trend online has benefited Bag Balm significantly, inspiring the brand to create its own TikTok account, which now boasts over 41,000 followers.
Balancing Animal and Human Markets
Despite the soaring popularity of Bag Balm in the beauty industry, about 10% of the product’s sales still come from the agricultural sector, where dairy farmers rely on the ointment for their livestock.
Whether it’s used to soothe cow udders or rejuvenate dry skin, Bag Balm continues to be a household staple across generations, an unlikely composition in a green tin can that’s conquered both the barn and the beauty aisle.
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