The Interview: Wonderskin co-founder Marina Kalenchyts on viral products, TikTok growth and future plans
Wonderskin, the cosmetics and skincare brand behind the viral Wonder Blading lip stain, has taken social media by storm since launching in the pandemic.
It has continued to develop long-lasting, multi-tasking products that are designed to minimise beauty routines, reflecting its ongoing commitment to "revolutionising" the beauty industry through innovation and ingenuity.
In this interview with TheIndustry.beauty, co-founder Marina Kalenchyts speaks all about Wonderskin, its viral lip stain, the benefits of TikTok, her ambitions for the brand, and more.
Have you always had an interest in beauty?
For both myself and my husband Michael, who is also my co-founder, our passion for beauty was profoundly shaped by the women in our Eastern European families.
As a child, I was mesmerised by my grandmother’s daily ritual of applying her signature hot pink lipstick—whether she was heading to the bakery or attending a grand celebration. Her impeccable style, perfectly coiffed hair, and flawless makeup reflected her deep pride in self-presentation. For Michael, it was his grandmother’s creativity and resourcefulness that left a lasting mark. She would blend natural herbs and animal fats in her kitchen, crafting treatments for women eager to feel beautiful, despite limited access to cosmetics.
These experiences taught us that beauty is more than just products — it’s about rituals, creativity, and the confidence that comes from feeling your best.
What sets Wonderskin apart from other brands?
Relentless commitment to innovation, our refusal to launch any stock or basic formulas, and a customer/community-first approach to both branding, marketing, and every other aspect of our business.
Can you tell me about the product range? How has this developed since launch?
Our team of chemists, scientists, and formulators is focused on disrupting conventional beauty by innovating entirely new categories and tech-infused formulas. Wonderskin’s journey began with the groundbreaking Wonder Blading technology, revolutionising beauty with cutting-edge solutions for lips and eyes.
Building on that success, we’ve expanded our portfolio to include more than 20 complementary products across these categories, creating a cohesive collection designed to support a complete makeup routine. Each product is developed to work seamlessly with the others, enhancing both functionality and results.
In recent months, we’ve also ventured into the face category. This expansion marks the beginning of an exciting chapter, as we are committed to driving progress in this space throughout 2025 and beyond.
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Can you tell me about the viral lip stain, how this came about and how you feel about its success?
It all began during COVID, when limited salon access created a demand for products that deliver salon-quality results at home. Seizing this opportunity, we developed the Wonder Blading Lip Stain — a long-wear lip colour that mimics the effects of temporary lip blushing, paired with a unique and engaging application process.
The product quickly became a favourite, with people sharing their experiences on social media and within their communities. Seeing how it has resonated with so many and united them around our brand is something we’re incredibly proud and grateful for.
Social media – where do you operate? Which channels are most successful for Wonderskin?
We operate across multiple social media platforms, including Instagram, TikTok, Facebook, YouTube, Threads, Pinterest, X, and LinkedIn, with Instagram, Facebook, TikTok, and YouTube being the most successful.
@wonderskin Can we just take a moment for Infinite Rizz Mascara 🫢 @Ella Longwear without being drying, damaging or a nightmare to remove - plus lengthening and volumising results that speak for themselves. Shop via the link in bio. #Wonderskin #mascarareview #mascarahack #lashgoals ♬ music to watch boys to x i wanna be yours mashup - lana del rey ୨୧
How have you used TikTok to grow your business?
TikTok offers incredible opportunities—both as an organic discovery platform, a paid advertising channel, and a full-fledged marketplace (TikTok Shop).
We’ve found the most value by embracing all three aspects equally, leveraging the fun, visual, and disruptive nature of our products while aligning with our internal growth and marketing strategy to amplify the best assets. This approach has driven significant growth and partnerships across the US and UK, with over 700 million collective views, 10,000 live affiliate relationships, and substantial sales.
Can you offer any advice for brands wanting to grow their business and/or reach on TikTok?
Start small with one great product, understand your customer in detail, communicate your USPs and values clearly, and constantly seek creative ways to do so.
How have you dealt with customer demand over the years? Has this ever been a challenge to fulfil? If so, how have you overcome it?
We're still navigating this, strengthening our supply chain, and realising that our ambitious projections may not be so far-fetched after all.
How do you feel about the brand’s progression since launch?
We take great pride in our impact on a highly competitive industry. It’s rewarding to see how our innovations have introduced a fresh approach to lip and brow colour, redefining long wear beauty standards. By challenging conventions, we’ve empowered women with transformative solutions that raise the bar for performance, quality, and convenience in their daily beauty routines.
What are your future ambitions for the brand?
We’re expanding our range and planning two major innovations in the face category, alongside the launch of our first community-curated product in 2025. We also have another exciting collaboration lined up, following the success of Lipotle, which was our 2024 Chipotle x Wonderskin Collaboration.
We're also planning expansion with a major UK retailer in 2025, stay tuned!
