Launched: 2021
Key Executives:
2025 Full Year Expected Revenue Range: $100 to $125 million
2025 Projected Offline Distribution Points: 3,000
Primary Category: Color Cosmetics
Other Categories: Skincare
Key Markets: United States, Europe, United Kingdom
Retail Partnerships: Amazon, TikTok Shop
Primary Distribution Channel: DTC
Other Distribution Channels: Drugstore, Amazon, Boutique, Department Store, Third-Party E-Commerce, TikTok Shop
Funding Rounds: Self-funded
At Wonderskin, our inspiration comes from a desire to challenge the norms of conventional beauty especially in the niche of longwear makeup. For too long, long-lasting products have been associated with harsh formulas, uncomfortable wear, and results that rarely live up to their promises. They’ve carried the stigma of being bad for skin, clogging pores, and causing irritation—all in the name of longevity. We knew it didn’t have to be this way.
Our mission is to redefine that longwear makeup can be clean, caring, and genuinely comfortable to wear. We believe beauty should enhance, not compromise. That’s why our innovative formulas blend science and skin-loving ingredients to deliver makeup that works hard without being hard on your skin. Every product in our lineup is designed to feel weightless, nourish your skin, and stay flawless throughout your day—whether it’s a swipe of our lip stain masque, a dab of our multitasking gloss, or the filter-like finish of our FYP Filter Powder.
In an industry where convenience often comes at the cost of comfort, Wonderskin is leading the way in the longwear niche by proving that you don’t have to choose between performance and care. Our products are proof that makeup can be transformative and kind to your skin at the same time, empowering you to feel confident and radiant all day long.
Insights provided by Marina Kalenchyts, Co-Founder + Brand Director
Key business initiatives for 2025?
What are you most proud of having accomplished?
Watching entire communities forming around our products and being able to support people with beauty literally and figuratively through our partnership with Lipstick Angels, a charity that works with cancer patients and provides beauty services to them in hospitals. Last but not least, our Wonderskin team that is making the brand move at such an incredible pace and how close we've become over the last year.
What has been the biggest surprise?
One of the biggest surprises in our business journey has been discovering how our hero product, the Wonder Blading Lip Stain, resonates across three generations—Gen Z, millennials, and women over 45. It’s rare to find a product that bridges such diverse age groups, but the lip stain’s unique blend of functionality and innovation makes it universally loved. For younger users, it’s the bold, visual appeal and TikTok-worthy innovations that captivate them. Millennials adore its practicality and time-saving benefits, fitting seamlessly into their busy lifestyles. Meanwhile, those over 45 appreciate its long-lasting wear and ability to deliver stunning results without feathering into lines or fading throughout the day. The Wonder Blading Lip Stain proves that beauty truly is ageless when it combines cutting-edge technology with undeniable performance.
What fuels your competitive advantage?
Relentless commitment to innovation, our refusal to launch any stock or basic formulas, and customer/community-first approach to both brand, marketing, and every other aspect of our business.
Insight on the future of the beauty industry.
Better products for the consumer who now deserves more and expects more. Both legacy brands and emerging brands are striving for cleaner, multifunctional formulas that truly innovate and move the industry forward. The process of discovery and marketing shifting towards social media allows for truly great product experience; the kind of hypergrowth that was reserved for huge marketing budgets or celebrity-backed brands.
What is the best piece of advice you’ve been given?
I was inspired by the piece of advice given in Estée Lauder's autobiography where she states to persevere and not give up no matter what and teaches the value of personalized marketing and attention to details.
What is the best mistake you've ever made and what did you learn?
Launching new categories too early in our brand journey, without properly understanding how different the dynamics are (yes, we pulled those back) and learning a very valuable lesson on focusing our efforts correctly.
What advice would you give to someone contemplating launching a beauty brand?
The first piece of advice is to start smaller, with one great product and understand your customer down to minor details.The second piece of advice is to be exceptionally clear on how you stand out and why somebody should choose you. The third piece of advice is to watch every penny that goes in and out of your business.
If you could change one thing in the beauty industry what would it be?
The consumer needs to know that you do not need needles, scalpels, injections of toxins, and other highly invasive procedures in order to be beautiful.
