the world’s most famous unknown beauty product
n hundreds of thousands of nightstands across the country sits a small plastic jar that contains a translucent amalgam of glycerin, peptides, and daydreams. Baebody eye gel is regularly the topselling product in its category on Amazon and almost never drops below No. 5. Its marketing materials make three promises: to smooth wrinkles, brighten dark circles, and deflate puffiness. That’s code for looking younger, livelier, lovelier.
Over the past six years, Baebody, a Chicago-based brand that also offers face serums, body scrubs, shampoos, and supplements, has built a cult following. The eye gel generated an estimated $3.4 million in revenue last year just on Amazon, according to Viral Launch, which creates market research tools for Amazon sellers. It costs $25 for a 1.7-ounce jar — about half the price of a typical eye cream for more than three times as much product. Baebody as a whole raked in about $400,000 in Amazon sales in August, Viral Launch
