Wonderskin

Wonderskin is a US beauty brand founded in 2020 by Michael Malinsky, who serves as co-founder and chief executive [9]. It is built around a single distinctive idea: a peel-off lip stain that goes on as an opaque blue film and is then rubbed or peeled away to reveal a long-wearing tint underneath. That product, the Wonder Blading Lip Stain, became widely shared on TikTok and turned a small direct-to-consumer label into a fast-growing makeup business.

The company is legally registered as Wonderskin, LLC and is headquartered in Fair Lawn, New Jersey [9]. Beauty trade press has instead placed its headquarters in London while noting that the majority of its manufacturing is based in the United States [6], so both locations appear in the public record. The brand operates separate US and EU/UK storefronts.

According to the company, Wonderskin was created "to end the struggle of reapplying makeup and choosing between long wear and comfort," offering results with "no drying, smudging, or fading" [3]. The founding idea centres on a proprietary method the brand calls Wonder Blading, which it describes as a technology that seals pigment into the skin for waterproof, smudge-proof colour.

Sources differ on the founding year. CB Insights and the CEO interview in Glossy date the brand's founding to 2020 [9][7], while the trade publication BeautyMatter records 2021 [6]. The earlier date is the more widely supported one and is consistent with the lip stain's 2020 launch.

Wonderskin frames itself as a long-wear makeup brand, summarising its outlook in the line "Beauty should be effortless, long-lasting, and transformative" [3]. It uses the tagline "Innovative long-wear beauty." The product range spans makeup — lips, eyes, brows and face — alongside a smaller skincare line of moisturisers and tools. Pricing sits at an accessible level, with the flagship lip stain at $22 and most other items in a comparable range, and the brand sells chiefly through its own direct-to-consumer channels, including TikTok Shop.

The signature product is the Wonder Blading All-Day Lip Stain, a peel-off lip stain masque. In a review, WWD described how "each of the 16 shades go on in an alarmingly blue tone, but in under a minute, you simply slough or peel away that blue film to reveal a natural or vibrant tint" [8]. The brand offers two application methods: a "Stain & Go" technique, where the pigment is wiped off with a damp cloth after roughly 20 seconds, and a "Peel & Reveal" method using its Wonder Blading Activator Mist to set the pigment into a peelable film for richer colour. The shade range has since expanded, with 19 shades listed on the US site in 2026.

Beyond the lip stain, the line includes the Hyper Bond All-Day Stay Serum Foundation, the 1440 Longwear Eyeliner marketed on the promise of "1440 minutes of budge-proof, smudge-proof staying power," and a Wonder Blading Blush Stain. Review aggregators report that the lip stain is vegan, cruelty-free and free of parabens, gluten and PFAS, though the brand's own product page did not render these claims at the time of capture.

The Wonder Blading Lip Stain was named to Allure's 2020 Best of Beauty selection in the lip category, as reported by WWD [8]. The same review noted that the product had accumulated around 300 million views on TikTok and ranked as the number one bestselling lip stain on Amazon, "with over 7,000 five-star reviews" [8]. In a 2025 interview with Glossy, Malinsky said more than 6 million units of the $22 lip stain had sold since launch and that the company recorded over $125 million in revenue in 2025 [7].

The brand launched its Wonder Blading Lip Stain in 2020, the product that would define it. Its most significant later milestone came in 2025, when Wonderskin raised a $50 million Series A led by the growth-equity firm Insight Partners, structured as a minority investment [6]. The round was reported as taking place in May 2025, with Malinsky retaining majority ownership [9]. According to figures he shared with Glossy, sales grew roughly 300% in both 2023 and 2024 [7].

Wonderskin is active. Its most recent visible activity includes the 2025 Series A, the reported 2025 revenue of more than $125 million, and an ongoing promotion on its website in 2026 [7]. The company operates across multiple regions through its US and EU/UK storefronts and remains independently controlled by its founder.