Chain Drug Review recently had a chance to catch up with Elyse Stoltz Dickerson, co-founder and chief executive officer of eosera. She looks at current trends in the ear care market and how her company’s product line continues to meet consumers’ needs in the category.
Q: What are the current trends you are seeing in the ear care market?
STOLTZ DICKERSON: In 2025, we’re seeing more and more people purchasing ear wax dissolving drops as the prevalence of earbud usage continues to grow. Habitual earbud usage can push ear wax deeper into the ear canal, which can then become impacted. Our EAR WAX MD drops are a patented formula designed to break apart and actually dissolve wax in as little as one 15-minute treatment, while other wax drops direct the user to reapply repeatedly, only to soften the wax slowly over time.
Another trend we’re noticing — an increase in ear drops containing lidocaine. I’m really proud that we were the first to develop earache numbing drops with maximum strength over-the-counter 4% lidocaine. We’ve continued to innovate in that area and hear from doctors, parents and grandparents about how much they appreciate our EAR PAIN MD. That’s why we’re the No. 1 doctor-recommended brand for O-T-C topical ear pain relief.
Q: Are you noticing anything different in the drug channel in this area?
STOLTZ DICKERSON: We’re seeing more people using last-mile delivery services for their O-T-C products. It’s really the age of convenience. Honestly, I wish I could have had something like EAR PAIN MD delivered to my house when my kids were little.
While there are declines in the overall ear care category within drug channels, our brand is growing double digits. The health and wellness category as a whole is growing, even with economic uncertainty. We’ve worked hard to keep our pricing competitive, and a big part of that is thanks to our in-house production here in Fort Worth.
Q: How are consumers looking more at self-care specially during these times?
STOLTZ DICKERSON:The health and wellness category continues to grow despite consumers’ economic concerns. Self-care started to increase during COVID due to lack of access to doctors’ offices and rising health care costs. This trend of self-treating before seeking medical intervention has continued. Consumers like to research products online and then self-treat at home. eosera’s goal has always been to empower consumers by offering highly efficacious ear care products that can be safely used at home. This saves the average consumer time and money. Conditions like ear wax impaction and itchy ears typically do not need medical intervention, especially now that eosera offers a full product line that addresses all the common ear conditions.
Q: How are your products helping consumers?
STOLTZ DICKERSON: As a mother, I remember those nights when my children had ear infections and were crying all night from ear pain. When we developed EAR PAIN MD, we saw how thrilled parents were to have ear drops that would finally work fast to soothe earaches, without having to ingest anything. I can honestly say that I wish I had EAR PAIN MD in my medicine cabinet when my kids were young.
With EAR WAX MD and our WAX BLASTER MD, we’re helping people who struggle with ear wax impaction and excessive earwax. As more people wear earbuds regularly, pushing ear wax deeper into their ear canals, ear wax impaction is becoming more of a widespread problem. When we first developed EAR WAX MD about 10 years ago, we thought this product would largely be for people who wear hearing aids. Today, the reality is that much of the population needs this product. I love that it works quickly. You fill your ear canal with the dissolving drops, wait about 15 minutes, and then flush your ear with warm water using a rubber bulb or our specially designed, ergonomic WAX BLASTER MD.
One of our newest products, EAR ITCH MD, was developed at the request of doctors. We regularly attend medical meetings, and I frequently have conversations with doctors about the types of ear care concerns they’re hearing about in their office. Again and again, we hear that many patients complain of itchy ears. Particularly those with skin sensitivities like eczema and psoriasis and those experiencing a hormone fluctuation, like perimenopausal women. Our product uses a soothing blend of natural botanical oils in an innovative spray bottle that coats the ear canal for even absorption. With ingredients like coconut oil and vitamin E, our natural spray helps to moisturize sensitive, dry, itchy ears. It also smells amazing — like a spa for your ears.
I’m thrilled that we’re the fastest-growing brand of targeted ear care products, but even more than that, I’m proud that doctors, pharmacists and families trust eosera to help soothe waxy, painful or itchy ears. That trust means everything to us.
Q: Are there any new products for 2025 or on the horizon?
STOLTZ DICKERSON: We can’t give away all our secrets, but, yes, at eosera we are always innovating. In fact, we’ve just hired a new director of innovation, and I can’t wait to share what awesome ideas our team comes up with next. Your ears will have to wait for our next product launch.
