# Carly Joy’s Eos shaving tutorial

> An unpaid tutorial reached 20.1 million TikTok views and became an Eos product line.

- Owner: Carly Joy / eos
- Kind: Creator moment
- Sector: Beauty & personal care
- Seed date: 2021-02-28
- Peak date: Mar 2021
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 43 (Notable, provisional), v1.2
- Mechanics: Transgression, Catchphrase, Scarcity drop, Platform jump, Press loop

## Summary

Joy’s unpaid tutorial reached TikTok and shopping press, with Amazon selling out of Vanilla Bliss. Eos printed her words on cream, partnered with her and added paid promotion. Its CMO reported retail sell-outs; the partnership continued in Shave 101.

## Timeline

- 2021-02-28 — @killljoyy (TikTok) — Carly Joy posted a shaving tutorial recommending Eos Vanilla Bliss cream.
- Mar 2021 — eos / Mischief @ No Fixed Address (Retail) — Eos put Joy’s instructions on prototype Cooch Blessing Cream packaging within days of her post.
- Week of Mar 1, 2021 — eos (Retail) — Eos said retail-partner sales doubled in the week after Joy’s tutorial.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/carly-joy-eos-shaving-tutorial

Cite as: How It Spread (2026). “Carly Joy’s Eos shaving tutorial.” Case HIS-00080. Spread Score v1.2: 43/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00080