ChapStick Just Squeezed Its Way Into Your Lippie Pouch

We all know ChapStick. It’s the lip balm that’s basically a household fixture, tucked in a junk drawer, car console, or coat pocket, always on standby for the next case of chapped lips. But after more than 135 years on stick duty, ChapStick is seeing the girlies with more lip options than ever, and they want their spot in the iconic lippie pouch (the one holding at least five at all times, no exceptions). Enter HydraBalm, ChapStick’s first-ever squeeze-tube lip balm.

HydraBalm comes in five flavors: Cherry, Vanilla, Watermelon, Guava and Unscented, so there’s a match whether you’re after something fruity or sweet, or you just want serious hydration with zero scent. Each tube is formulated with jojoba oil and shea butter to lock in moisture for up to 24 hours, promising the kind of all-day comfort that makes reapplying a “want to” instead of a “have to.”

“ChapStick has spent decades earning a spot in people’s pockets and bags, and with HydraBalm we’re keeping that relationship fresh. The new HydraBalm offers the 24-hour hydration that ChapStick is known for in a new squeeze tube format,” says Rachel Behm, chief marketing officer.

And because a launch this fun deserves something big, ChapStick is taking over midtown Manhattan today, September 2, with a 30-foot inflatable HydraBalm tube and free sampling on Broadway between 47th and 48th Street from 11 a.m. to 8 p.m. If you’re in the area, it’s an excuse to stroll through Times Square and walk away with a new lip essential.

Can’t make it to the activation? HydraBalm tubes are already at Target and chapstick.com. We’re partial to ChapStick HydraBalm Cherry Vanilla 2PK ($4.29), but with five flavors on shelves, consider it your permission slip to try them all.