Originating in Maine in the 1980s, Burt's Bees started as a local business created by Burt Shavit and Roxanne Quimby. The company started by selling beeswax candles and their now-famous lip balm, which continues to be a top-selling item. Although Burt's Bees has successfully differentiated themselves in their practices from other competitors in the market, they struggle to make the brand feel modern and consistent.