What Wonderskin does

Wonderskin is a London-headquartered, direct-to-consumer beauty brand founded in 2020 that develops and sells long-wear, transfer-proof makeup and adjacent skincare products. Its commercial center of gravity is the patented Wonder Blading All-Day Lip Stain — a peel-off masque that uses seaweed-derived, biodegradable film-forming polymers cross-linked with calcium salts to seal pigment into the skin's top layer, delivering up to 10 hours of alcohol-free, transfer-proof color. The company has extended this proprietary formulation platform into adjacent categories with additional registered patents: TruGlide Technology in the 1440 Longwear Eyeliner (12 shades, marketed for 24-hour wear), Hyper-Bond Technology in the All-Day Stay Serum Foundation (20 shades, clinically tested for 24-hour wear), and CoolTouch Aqua-Fusion Technology in the IYKYK Eyeshadow Stick. The portfolio also spans brow (Brow Stain & Go Masque, Dream Brow Gel-Serum, Brow Pomade), mascara (POWER'FULL, Infinite Rizz), lip (Supreme Shine Lip Gloss, Lip Rehab Serum Oil, 360 Contour Lipliner, pH-adaptive pHLUSH blush), and skincare (Beyond Clean Melt-it-All Cleansing Balm with a refill pod).

The business operates as a multi-channel consumer brand. Primary revenue flows through DTC e-commerce on wonderskin.com (individual SKUs $8–$42 plus curated value sets up to $80), Amazon marketplace (where the flagship lip stain reportedly sells every 15 seconds), and an exclusive UK retail arrangement with Boots — including the Boots Ignite accelerator and a pop-up at Battersea Power Station. A $15/year Skinsider membership layer adds recurring revenue via 20% cashback, free shipping, and early product access; an Impact.com affiliate program and a formal influencer partnership pipeline (gifting, sponsored content, collaborative product development) extend distribution. The pricing model is one-time unit purchases across tiers, with periodic promotions (Buy 2 Get 1, up to 40% off value sets). Target customers are active, on-the-go consumers seeking smudge-proof and sport-proof makeup — including professional athletes such as British tennis player Katie Boulter — as well as Gen-Z beauty discovery shoppers on TikTok and Instagram, where the brand won a 2025 TikTok Shop UK Award. Distribution geography spans the US, UK, and Ireland, with global DTC reach.

In May 2025, Wonderskin closed a $50 million Series A led by Insight Partners — its first disclosed institutional funding — to fund retail expansion and in-house product development. The company is founder-led, with Michael Malinsky as CEO and Marina Kalenchyts as Co-founder and Brand Director, and operates with 11–50 employees from headquarters in London and a US presence in Fair Lawn, NJ.

Name

Wonderskin

Legal name

Wonderskin

Website

https://wonderskin.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Wonderskin is a London-headquartered, direct-to-consumer beauty brand founded in 2020 that sells patented long-wear, transfer-proof lip color, eyeliner, foundation, brow, and skincare products through DTC e-commerce, Amazon, and an exclusive Boots UK retail partnership.

Ownership category

akta.pro rank

Product category

Long-Wear Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)

akta.pro secondary industries

Eye & Lip Skincare (CRABAAAC), Makeup Brushes & Brush Sets (CRABAKAA)

Keywords

• Long-wear lip stain
• Waterproof transfer-proof cosmetics
• Peel-off lip color
• Vegan cruelty-free makeup
• Direct-to-consumer beauty

Headquarters

HQ city

Fair Lawn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue channel through wonderskin.com, selling individual products and value sets at fixed retail prices. Offers free shipping over $35 and free full-sized gift on orders over $50.
2. Retail Partnerships: Wholesale distribution through Boots UK (exclusive retail deal) and Boots Battersea Power Station pop-up. Products also sold on Amazon marketplace.
3. Skinsider Membership: Annual subscription membership at $15/year offering 20% cashback, free shipping, early access, and exclusive products. A Skinsider-exclusive free gift worth $26 is offered upon sign-up.
4. Affiliate/Referral Program: Affiliate partnership program through Impact.com, allowing creators and partners to earn commission on referred sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Wonderskin is a beauty brand that designs, formulates and sells long-wear, transfer-proof, waterproof cosmetics and skincare — including the patented WONDER BLADING All-Day Lip Stain, 1440 Longwear Eyeliner, Hyper-Bond Serum Foundation, IYKYK Eyeshadow Stick, brow and blush stains, lip care items, and cleansing balm — sold primarily direct-to-consumer through wonderskin.com and Amazon, and via an exclusive Boots UK retail partnership.

Product overview

Wonderskin is a London-based beauty brand founded in 2020 specializing in innovative long-wear makeup and skincare products powered by proprietary technology. The core product portfolio centers on the patented Wonder Blading technology featured in the flagship All-Day Lip Stain (launched 2020), which has sold over 2 million units and won industry awards. The makeup line extends to the 1440 Longwear Eyeliner with TruGlide Technology, Hyper Bond Serum-Foundation hybrid, IYKYK Eyeshadow Stick with CoolTouch technology, and the pHLUSH pH-adaptive blush. Lip care includes Supreme Shine Lip Gloss variants, Lip Rehab Serum Oil, and 360 Contour Lipliner. Brow products feature the Dream Brow Gel-Serum, Brow Stain & Go Masque, and Brow Pomade in a Pencil. Skincare offerings include the Beyond Clean Melt-it-All Cleansing Balm. The brand operates on a direct-to-consumer model with retail partnerships including Boots UK, supported by a $50M Series A funding round (May 2025) led by Insight Partners. Products are marketed as vegan, cruelty-free, waterproof, and transfer-proof with emphasis on TikTok viral marketing and athlete partnerships (notably tennis player Katie Boulter).

Differentiator

Problem solved

Functional benefit

Products and services

• WONDER BLADING All-Day Lip Stain Founding lip color product featuring patented Wonder Blading / Liquid Blading technology that infuses pigments into lips via a peel-off masque system for transfer-proof, waterproof, all-day color lasting up to 10 hours. 19+ recognized shades; vegan, cruelty-free, paraben-free, gluten-free, alcohol-free.
• 1440 Longwear Eyeliner 24-hour waterproof eyeliner with proprietary TruGlide Technology delivering ultra-creamy, tug-free, soft-glide application and vibrant color payoff in 12 shades (matte, metallic, shimmer finishes). Vegan, cruelty-free, PFAS-free, no BHT.
• Hyper Bond All-Day Stay Serum Foundation Serum-foundation hybrid with proprietary Hyper-Bond technology offering clinically tested 24-hour wear, resistance to fading and transferring, and a seamless natural finish with skin-beneficial ingredients in 20 inclusive shades.
• IYKYK Eyeshadow Stick Longwear eyeshadow stick using CoolTouch Aqua-Fusion Technology infusing 40% CoolTouch Water with high-intensity treated micro-pigments for weightless, cooling, budge-proof, waterproof, transfer-proof wear up to 20 hours. Contains Goji Berry Extract and ceramides; available in 6 shades.
• Wonder Blading All-Day Blush Stain 12-hour blush stain with shades including Toasty, Barely, Flutter, Falling, Sundrop, and Whimsy that adapts to individual skin chemistry.
• pHLUSH pH-Adaptive Blusher (Stick) pH-adjusting blush in stick format for cheeks and lips that adapts to individual skin chemistry to deliver a customized flush of color.
• WONDER BLADING Supreme Shine Lip Gloss High-shine gloss with a soft, non-sticky feel in Clear Shine, Blue Glitter, Gold Glitter, Holographic, Red Glitter, and Silver Glitter variants to layer over Wonder Blading Lip Stain.
• 360 Contour Lipliner 6-hour, full-circle lip liner in 12 shades including Saddle, Rosewood, Mauve, Blush, Nutmeg, Cocoa, Walnut, Mahogany, and Ruby for lip contouring and definition.
• Lip Rehab Serum Oil Lip treatment with double industry-standard Shea Butter concentration plus Avocado Oil, Jojoba Oil, Vitamin E, and Apricot Oil; features a pH-activated KISSED variant and tinted options.
• Wonder Blading Brow Stain & Go Masque Hyper-stain brow product that tints brows in 60 seconds and lasts for days; available in Blonde, Brunette, and Dark Brunette shades.
• WONDER BLADING Dream Brow Gel-Serum Weightless one-step brow gel-serum delivering volume, color and definition lasting over 24 hours in Auburn, Blonde, Brunette, Dark Brunette, and Black shades.
• WONDER BLADING Brow Pomade in a Pencil Velvety pomade formula in pencil format that styles and sets brow hairs in place for up to 10 hours.
• Brow Styler Gel Universal clear brow styling gel that shapes, lifts, and sets brows with flexible hold — no stiffness, stickiness, or crunchiness.
• WONDER BLADING 3-in-1 Lip Scrub No-mess twist-up crayon exfoliant that primes and nourishes lips in one step.
• POWER'FULL Mascara Mascara delivering length, volume, and curl with zero flakes or smudge.
• Infinite Rizz Mascara Longwear length, volume, and lift mascara available in Black and Brown shades.
• Beyond Clean Melt-it-All Cleansing Balm One-step cleansing balm that is super powered, kind to skin, and tough on makeup, with a refillable pod option for sustainable re-use.
• Beyond Clean Melt-It-All Cleansing Balm Refill Pod Refill pod for the Beyond Clean Melt-it-All Cleansing Balm offering a sustainable refill option.
• WONDER BLADING Lip Stain Activator Spray-on activator used with the patented Peel & Reveal lip experience to seal in dye for up to 10-hour wear without fading or budging.
• WONDER BLADING Peel & Reveal Lip Stain Kit Two-step lip staining kit combining the Lip Stain Masque with Activator for the ultimate peel-and-reveal longwear lip color experience.
• WONDER BLADING Triple Action Remover Gentle one-step remover that thoroughly removes Wonder Blading makeup, including waterproof formulations.
• The Icons Edit (Value Set) Curated bundle of 5 bestselling Wonderskin products across lips, eyes and face for complete makeup routines; $80 (was $107).
• The Bestsellers Set (Value Set) Complete set of Wonderskin lip, eye, and cheek essentials featuring the brand's top-selling products; $50 (was $66).
• Kiss-Proof Lip Duo (Value Set) Limited-edition DC Studios Supergirl Wonder Blading All-Day Lip Stain set including the new Supergirl shade, silver glitter gloss, and collectable compact mirror in a metallic clutch (priced at £36). Also re-sold as the 'Kiss-Proof Lip Duo' value set priced at $32 (was $40).
• The Summer Stains (Value Set) Summer-proof longwear trio of stain products, $51 (was $68).
• Wonderskin Gift Card Gift cards redeemable on wonderskin.com, available in $25, $50, and $100 denominations.
• SKINSIDER Membership Annual $15/year loyalty membership on wonderskin.com that provides 20% cashback on purchases, free shipping, full-size sign-up gift (worth $26), exclusive product access and early sale notifications.

Quantifiable outcome

• Lip stain sells every 15 seconds on Amazon
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• TikTok Shop / British Beauty Council / Unsociable / HelmcoreGTM or Marketing Partner · 6 March 2026Wonderskin participated as a speaker brand at a TikTok Beauty masterclass event on March 6th in London, organized by Unsociable, Helm, and the British Beauty Council, alongside TikTok Shop and The INKEY List. The event provided actionable insights on launching and scaling TikTok Shop operations, covering viral brand creation, operational challenges, and live strategy.
• DC Studios (Supergirl: Woman of Tomorrow)coreGTM or Marketing Partner · 1 January 2026Wonderskin launched a limited-edition Supergirl collaboration in partnership with DC Studios, featuring a new shade of Wonder Blading All-Day Lip Stain alongside a silver glitter gloss and collectable compact mirror in a metallic clutch (priced at £36), available ahead of the film's June 25 release. The collaboration tied Wonder Woman/Supergirl's theme of resilient, independent women to the brand's positioning around beauty for dynamic lifestyles.
• Boots UKflagshipChannel Partner/ Reseller/ Distributor · 5 May 2025Wonderskin signed an exclusive retail deal with Boots UK, the 177-year-old pharmacy and beauty retailer, as part of Boots' Ignite accelerator program. The deal brought Wonderskin to Boots shelves within approximately 3 months. A pop-up at Boots Battersea Power Station was launched to mark the exclusive partnership.
• Chipotle Mexican GrillcoreGTM or Marketing Partner · 31 January 2025Chipotle and Wonderskin collaborated on the 'Lipotle' — a burrito-proof, avocado-inspired limited-edition lip stain launched in July 2024 in celebration of National Avocado Day. The product was designed to withstand guacamole, burritos, and the entire Chipotle menu. The collaboration generated significant media coverage across food, beauty, and lifestyle publications.
• Katie BoultercoreGTM or Marketing PartnerBritish tennis player and former British No.1 Katie Boulter serves as a Wonderskin brand ambassador and sponsored athlete. She features in the dedicated 'Katie Boulter Edit' collection of sport-proof products. Her partnership highlights Wonderskin's lifeproof, sweat-proof, heat-proof, movement-proof positioning for active lifestyles.
• Sophia SinotminorGTM or Marketing PartnerLondon-based celebrity makeup artist known for iconic looks with Zara Larsson and Doja Cat collaborated with Wonderskin on the launch of the 1440 Longwear Eyeliner. She contributed to product development and provided expert endorsement of its pigmentation and long-lasting formula.
• Lipstick AngelsminorOthersWonderskin is a proud partner of Lipstick Angels, a nonprofit organization. The brand donates its Brow Pomade In A Pencil to every beauty package that Lipstick Angels sends to patients, supporting cancer patients through beauty and wellness programs.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• MAC Cosmetics: Estée Lauder-owned global color cosmetics leader with hero long-wear lip products (Retro, Powder Kiss). Comparable broad incumbent peer in long-wear lip color, professional artistry positioning, and global multi-channel distribution.
• Maybelline New York: L'Oréal-owned mass-market color cosmetics leader with extensive long-wear lip, eye, and face lines. Comparable as the dominant incumbent in long-wear lip color (SuperStay, Vinyl Ink) that Wonderskin competes with on Amazon and in retail.

Emerging players

• Refy Beauty: UK-based indie beauty brand that scaled rapidly via social-first marketing and Sephora/boots partnerships. Comparable as a UK-headquartered, social-native emerging beauty brand that broke into retail through Boots-adjacent channels.
• Made by Mitchell: Indie, TikTok-viral color cosmetics brand that scaled rapidly through social commerce and viral product launches. Comparable as an emerging viral-native direct competitor in the same social-discovery beauty category.
• One/Size (by Patrick Starrr): Influencer-founded, Sephora-exclusive longwear color cosmetics brand with strong setting spray and complexion offering. Comparable as a creator-led long-wear beauty brand that broke into prestige retail through social proof.
• Tower 28 Beauty: Clean, sensitive-skin-friendly color cosmetics brand with strong Sephora and DTC presence. Comparable as a digitally native mid-sized color cosmetics brand with sensitive-skin positioning and influencer-driven marketing.

Direct peers

• e.l.f. Cosmetics: Mass-market viral color cosmetics brand with strong TikTok-driven momentum, value-tier pricing, and broad retail distribution. Comparable for viral social-first growth and category-leading unit volume at accessible price points.
• Rare Beauty: Selena Gomez's viral, social-first color cosmetics brand built on founder-led celebrity halo and TikTok-native go-to-market. Highly comparable as a digitally native, influencer-driven color cosmetics brand that scaled rapidly through DTC and major retailer expansion.
• Charlotte Tilbury: Premium color cosmetics brand with patented product technologies, celebrity makeup artist endorsement, and viral social-driven demand. Directly comparable for its technology-anchored lip/eye/face positioning and global retail-DTC omni-channel strategy.
• KVD Beauty: Vegan, cruelty-free long-wear tattoo-style color cosmetics brand with a heavily tattoo-inspired aesthetic. Comparable as a direct long-wear lip/eye competitor with strong social commerce presence and indie beauty origins.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/wonderskin
• TikTokvm.tiktok.com/ZGenp8Sgx
• Xx.com/wonderskin
• Facebookfacebook.com/getwonderskin
• LinkedInlinkedin.com/company/wonderskinllc

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wonderskin