Starting February 16th, Lanolips' 101 Ointments in Original and Strawberry will have a permanent spot in the bath and body aisle of 655 Target stores across the United States.
Known for their ultra-pure Aussie lanolin, these multipurpose balms offer a natural, effective alternative to petroleum-based products. The Original 101 Ointment ($17) provides 101 uses, from soothing chapped lips to dry skin patches, while the Strawberry 101 Ointment ($13.50) adds a fruity twist with alpha-hydroxy acids for gentle exfoliation.
Both formulas are dermatologically tested, vegetarian, baby-friendly, and free from artificial fragrances, parabens, and sulfates. Kirsten Carriol, founder and CEO of the brand, recently spoke to Global Cosmetic Industry about the Target push.
"Target is so unique in that it is a perfect one-stop destination where you can grab everything from groceries to beauty products, serving the multipurpose needs of moms and teens," says Kirsten Carriol, founder and CEO of Lanolips. "As Lanolips is a multi-purpose line of lip and skin care, we wanted to make it easy for moms and teens alike to find our brand. We want to be where our customers are, and we know they are shopping at Target."
Why is Target the right retailer for Lanolips' U.S. push?
Carriol: Target is a so unique in that is a perfect one-stop destination where you can grab everything from groceries to beauty products, serving the multipurpose needs of moms and teens. As Lanolips is a multi-purpose line of lip and skin care, we wanted to make it easy for moms and teens alike to find our brand. We want to be where our customers are, and we know they are shopping at Target.
Why is lanolin such a sought-after ingredient?
Carriol: To put it simply, lanolin works because it is identical to human oils. It is an occlusive, but it also breathes. It holds 400% of its weight in moisture–and is proven to penetrate and hydrate from within for up to 48-hours. I worked in Beauty PR for years and was a certified beauty junkie, but I was increasingly jaded by the lack of lip balms that actually worked. That's when I remembered using lanolin as a small child on my grandparent’s sheep farm. My dad (a Professor of Genetics) called it “nature’s wonder moisturizer." That was my aha moment. I knew I had to bring lanolin to the masses because lanolin is the only ingredient found in nature that is proven to mimic human skin lipids, truly treating dry skin & lips.
What's driving the lip care category in 2025?
Carriol: Lip care, like skin care and hair care, is fusing back to the basics and integrating actives for skin care benefits. We are all going back to our roots, trying to uncover what our grandparents used in their beauty regimens. We then take that and juxtapose that against what we know now. And that's where you get true innovation. Take our 12-Hour Overnight Lip Balm - it is one of our latest NPD products that takes lanolin, which has been around for centuries, and marries it with hyaluronic acid, ceramides, and vitamins C & E. The product is so good and consumers agree, so we are constantly restocking it.
What are the brand's plans for further U.S. expansion and what’s ahead?
Carriol: Lanolips continues to grow in the U.S., becoming more and more of a household name. We have grown every year since launch, thanks to our strong distribution network with our amazing retail partners and delivering products that people can’t live without. Our next stage is to make Lanolips even more available via non-specialty beauty retail channels. I can't keep the secret of lanolin to myself - I want to share it with the world.
