Soyoung Kang

Chief Marketing Officer, eos Products

Soyoung Kang is the Chief Marketing Officer at eos Products, the iconic beauty brand that has sold nearly a billion lip balms worldwide. In her role, Soyoung is responsible for driving the overall strategy, planning, and operations for marketing & ecommerce. Since joining eos as CMO, Soyoung has completed a total reboot of the brand identity, from resetting creative and strategic vision, to dramatically expanding the category footprint and product pipeline, to launching experimental marketing initiatives like the influencer collaboration FlavorLab and #eosmicrobatch DTC fashion drops. Under her leadership, eos has garnered dozens of honors, including product awards from Allure, Cosmopolitan, and SELF, and media recognition from the Shortys, Webbys, and Digiday. 

Soyoung relaunched the global brand under the “Make It Awesome” umbrella and oversees the brand’s digital-first media plan to reach gen Z and millennial fans, especially through its immense social media presence of 9mm+ followers across multiple platforms. She is a pioneer in TikTok, driving billions of views, capitalizing on viral videos, and organically growing the eos eos TikTok community to over 600k.  

Soyoung has been named a Forbes CMO Next, an honor bestowed on leaders who serve as models of a new, emerging and disruptive chief marketer.  She was also selected by Business Insider as a CMO to Watch for reshaping marketing, and by Glossy as a Beauty Innovator who is driving change in the beauty industry. As a strong proponent of diversity, equity and inclusion, Soyoung serves on the AdWeek DEI Council, which brings together leading executives from some of the world’s most renowned brands to demonstrate their commitment to accelerating change in the industry and providing opportunities for under-represented communities. 

Soyoung is a board member for Bob’s Discount Furniture and was previously an executive with Bath & Body Works, Victoria’s Secret, and The Boston Consulting Group. Soyoung holds a BS in Architecture from MIT, a dual MBA in Marketing and Finance from The Wharton School, and was a Fulbright scholar.

For more information, please contact Laura Bierbaum, VP of Public Relations at eos Products /