EOS Made 'Bless Your F*ing Cooch' Shaving Cream, Quoting a TikToker

Mischief honors an unlikely influencer

The story goes like this: In February, TikTok creator Carly posted a video explaining how to "bless your fuckin' cooch," or shave your vagina without getting razor bumps (it's an art). Along the way, she touted eos' shave cream as "an absolute blessing."


Reply to @_notbrooke_

♬ original sound - carly joy

This video yielded over 17 million views and, I guess more importantly, led to a 25-fold increase in orders to EOS's website and 450 times the number of website visits to its shaving section.

In gratitude, EOS did a pretty cute thing: It created a limited-edition line of products, called "Bless Your F*ing Cooch" in her honor. The cream—created in partnership with creative agency Mischief @ No Fixed Address—comes in several scents, and includes Carly's handy advice for one "smooth-ass hoo-hah."

"The magic of TikTok isn't just the chance to create, but also to discover new people, products and communities, and we're seeing the platform become a discovery engine for commerce," says Sandie Hawkins, TikTok's U.S. general manager of global business solutions. "There's an entire conversation taking place under #TikTokMadeMeBuyIt where our community and creators are discovering new products. Brands like EOS are now going viral and seeing an increase in awareness and sales, all because people are watching TikToks using and recommending their product." 

OK. Hear me out. I think TikTok might be the legit brand-user promised land, that fabled place where you just fling stuff out into the ether and—provided you've courted the allegiance of some solidly bonafide creators, still too green to know how much they could charge you for the pleasure—people just fall all over themselves to toss you their money, like panties at a rock concert. 

All the previous El Dorados—Facebook, Insta, Snapchat, the Super Bowl, don't make me laugh—were just lies, and TikTok is the one. Right? But if we wanna keep it that way, we should try to stay cool, play a little hard to get, because the TikTok kids are starting to work out what advertisers do for a living.

Anyway, back to shining your vaggie. Because while brand hotspots are ephemeral, knowing how to avoid razor burn is forever.

Clinical and gynecological testing shows that EOS shaving cream, which is non-foaming and contains ingredients like shea oil and shea butter, do not irritate intimate areas. The brand also discovered, in research following social listening and consumer anecdotes, that people routinely use it for more than just leg and armpit shaving.

"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," Carly says. "People should know it's not gross or weird to take care of yourself, and EOS is the perfect brand to do just that."

After Carly's TikTok post, EOS shaving cream became the No. 1 shaving brand at Target. When the brand surprise-gifted her with the custom line she inspired, her reaction video, shown below, generated another 4 million views.


#stitch with @killljoyy #ad BLESS UR COOCH #coochblessings @eos

♬ original sound - carly joy

Here are the directions for blessing your f*ing cooch.

You're going to take your cooch

Hopefully you're in the shower, if you're not f* it, it still works

Then LISTEN TO THIS F*ING PART: You're gonna go down first

Then you're gonna go sideways on half of it

Go sideways the other half of it

And THEN you go up

Stay blessed. #SmoothHooha

Angela Natividad
Angela Natividad is the European markets editor at Muse by Clio. She also writes about gaming and fashion, and whatever else she's interested in, really. She's based in Paris and North Italy, so if you're local, say hi. She might eat all your food.

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