Wonderskin Launches Long-wear Foundation in 20 Shades

Wonderskin is adding a new innovation to its long-wear product suite.

The TikTok-viral beauty brand, best known for its bestselling lip stains, has officially dropped its new Hyperbond Serum Foundation, a science-backed, weightless formula with buildable coverage designed to last all day. A first-of-its-kind product for the brand, the foundation will be available in 20 shades.

“As the brand has proven itself so well in both the ability to bring customer engagement, grab attention and work with social media, we’ve also managed to pioneer and champion long-wear makeup and continue to raise the bar in the color cosmetic space,” Michael Malinsky, chief executive officer and cofounder of Wonderskin, told WWD. “Because we’re digitally native and we still want to harbor long-term relationships with customers, this is a very interesting space to be in. Foundation provides a much greater and a much longer customer relationship.”

According to Malinsky, Wonderskin chemists set out to craft the foundation more than two years ago. The mission ultimately came down to finding the perfect medium between a long-lasting and full coverage formula. “We did not want a film industry, cake-like layer,” he explained. “We made sure to make it extremely breathable, weightless and feel like a second skin.” The formula is now comprised of several skin care ingredients, including 2.5 percent niacinamide, copper tri-peptides and carnosine.

In the official press release for the product, the brand reported 96 percent of participants, aged 22 to 70, in a clinical trial agreed the foundation does not streak, fade or transfer after 12 hours. Meanwhile, 100 percent of participants said the foundation lasted all day without setting powder.

Malinsky told WWD he predicts this foundation will be just as successful sales-wise as the Wonderskin Wonder Blading Lip Stains in the near future. He also estimated more than 500,000 of its viral lip stains sell each month. “By no means does that mean that will be the case for the foundation tomorrow or next month, but I believe that within a year, the momentum will absolutely build up through repeat orders and new customers adopting it because it takes time for somebody to build the trust and be convinced,” Malinsky said of the foundation.

Wonderskin is part of a growing cohort of TikTok-viral brands entering retail for the first time in the U.S. The news of the product launch comes just a few weeks after the brand made its U.S. retail debut in Sephora, launching online and in select doors across the country. Wonderskin was already selling in Boots and Selfridges in the U.K. and in several major retailers across the Nordics. “We’re slowly continuing to expand into the brick-and-mortar space,” Malinsky said. “It’s incredible, and it eases the bar of trust with potentially new customers. It also eases the bar of trust with potential future distribution partners and manufacturers and everyone in the ecosystem.”