In Episode 35 of Earned, Conor sits down with Soyoung Kang, CMO of TikTok’s favorite brand, EOS. We start the episode by diving into the origins of the brand’s unfiltered “Bless Your F-ing Cooch” shaving cream collaboration with TikTok creator Carly Joy (@killljoyy), which went viral and doubled EOS’ business practically overnight. We then take a step back to hear about Soyoung’s impressive background (she received her undergraduate degree from MIT, and MBA from Wharton), and she shares key takeaways from her leadership roles at L Brands, Victoria’s Secret, and Bath & Body Works. We discuss how mass brands like EOS are disrupting traditionally replenishment-driven product categories by creating desire and inspiration for consumers, before unpacking Soyoung’s own leadership philosophies. Finally, we explore EOS’ winning TikTok marketing strategies, including Soyoung’s diversified approach to working with content creators.