This profile is part of the Wellth 30, a curated recognition of the leaders building enduring brands, communities, and culture.
Soyoung Kang, President, eos Products
Soyoung Kang joined eos in 2018 as the brand's first chief marketing officer, when it was best known for a lip balm sphere. She pushed it into body care, and eight years later, body care is the core of the business.
The growth has been sustained, not episodic. Under Kang, eos has become the No. 1 body spray and fragrance mist brand in America, taken the No. 1 position in hand and body lotion, expanded its leadership across lip and shave, and delivered 18 consecutive quarters of double-digit growth.
Her signature is making cultural moments count commercially. The brand's 2025 Super Bowl spot, "Harshest Critics," produced a 30% lift in body wash sales across local markets, became a top-five body wash at retail and the No. 1 driver of body wash category growth. Her work around intimate care earned two consecutive Effie Iridium awards, in 2025 and 2026.
That combination — cultural sharpness and commercial discipline — is what got her promoted. In September 2025, eos created the role of president, expanding her remit from marketing, innovation and ecommerce to commercial strategy, business performance and the P&L.
Kang's career has increasingly made the case that the modern marketing leader doesn't just shape how a company is seen. She helps decide what the company becomes.
