EOS lip balm, otherwise known as Evolution of Smooth, is “anything but smooth,” according to a new lawsuit that claims it can cause users to break out in blisters and rashes around their mouths.

Today reported that plaintiff Rachel Cronin said her mouth became “substantially dry and coarse” within hours of using the “Summer Fruit” variety of the popular egg-shaped balm.

TMZ shared photos of Cronin’s face, which allegedly show the irritation she suffered from using the balm.

EOS Lip Balm — Customers Say, ‘We’ll Give You Lip, In Court!!!’ https://t.co/r0ukW59832

— TMZ (@TMZ) January 14, 2016

Cronin claims the condition lasted for 10 days after she applied EOS to her lips. At first she tried to counteract the sandpaper sensation by applying more balm, but that only made it worse.

Cronin’s lawyer Mark Geragos said that hundreds of thousands of customers could be affected, according to Time. Geragos has been retweeting images that other EOS users have shared of their own rashes, and sharing news coverage of the case.

@markgeragos I had to seek medical help on Dec 31st 2015 because of my reaction! pic.twitter.com/aU6aoel068

— Sarah Woltje (@sisterfasl) January 14, 2016

@markgeragos #eos pic.twitter.com/BAf4BUoJhs

— Ali B. (@Chiriyu) January 14, 2016

I have a feeling this won’t be the last lawsuit https://t.co/jWqTA4a6Ak

— Mark Geragos (@markgeragos) January 13, 2016

The lawsuit asks for damages and claims EOS deceived customers and misrepresented the product as natural and organic.

EOS, which advertises with celebrities like Kim Kardashian and Miley Cyrus, stands by its claim that it makes 99 percent natural, organic and gluten free lip balm. The company tweeted a response to the lawsuit on Wednesday:

We want to assure our valued customers and fans that the health and well-being of our customers is our top priority. pic.twitter.com/K1CXmUj8ON

— eos (@eos) January 13, 2016

EOS also told ABC’s Good Morning America that it sold “several million lip balms last month in the U.S.,” and received only 40 consumer complaints. That’s a complaint rate of just 0.001 percent.

Today notes that being “natural” and “organic” doesn’t mean something can’t be irritating when it comes in contact with the skin.

“Just because something is natural doesn’t mean it is safe. Anthrax is natural but not safe,” said Dr. Adam Friedman, associate professor of dermatology at George Washington School of Medicine and Health Sciences, told Today.

Lip lickers dermatitis is a rash that can break out when people use flavored lip balms.

“Anything that has a flavor is potentially irritating and anything with a flavor in it will make you lick your lips,” Dr. Whitney Bowe, a dermatologist at Advanced Dermatology in New York City, told Today. ” is basically digesting away your lips,” which makes it easier for bacterial or viral infections to take hold, she explained.

“Some of the ingredients can actually dry out the lips –menthol, camphor, and phenol– that gives the tingling sensation,” Bowe added. “That is actually a signal to the brain you are having a reaction.”

This is what can cause people to become hooked on lip balm, since they reapply the product to alleviate the sensation of dry, tingling lips.

According to Swedish dermatologist Dr. Aleksandar Krunic, the safest ingredients to look for in lip balm are:

  • Paraben-free moisturizers like beeswax (cera alba)
  • ceramides, which help retain water
  • Up to 5 percent of humectants, like urea or glycerin
  • Dimethicone, which prevents drying and makes the product last longer
  • Lanolin and cocoa butter
  • Sunscreen

EOS lip balms are the second trendy beauty product to be targeted by lawsuits in recent months, after more than 200 women claimed Chaz Dean’s WEN hair products were causing them to lose their hair.

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