Insight Partners backs Wonderskin with US$50 million

Wonderskin, the UK-headquartered beauty brand behind TikTok’s viral Wonder Blading Lip Stain Masque, has raised US$50 million ($77.9 million) in Series A funding led by Insight Partners. The cash will drive a rapid US retail launch, wider product range and further research at the company’s New Jersey lab.

Transaction snapshot

• Deal value – US$50 million ($77.9 million)

• Deal multiples – N/A

• Deal type – Series A minority investment

• Investors – Insight Partners (lead)

Founded in 2020, Wonderskin runs its headquarters in London, manufactures mainly in the United States and owns the New Jersey laboratory that created its peel-off lip stain. The Blue Wonder formula, which applies blue then wipes off to reveal pinks, reds and mauves, went viral on TikTok in 2022 and has since sold more than 372,000 units on TikTok Shop. It currently ranks twenty-fifth among Amazon’s top-selling beauty products.

Chief executive and co-founder Michael Malinsky said the fresh capital will fund “a traditional retail launch in the US in relatively short order” and support new category entries. Malinsky founded the company with Marina Kalenchyts, brand director, and Doug Cooper, chief operating officer.

Insight Partners managing director Rebecca Liu-Doyle described Wonderskin as a brand that “blends viral consumer energy with real product innovation”. The venture firm’s portfolio spans tech and direct-to-consumer names such as Shopify, Quince and Prose.

Wonderskin already sells through Boots in the UK and Nordstrom and Urban Outfitters in the US, but direct-to-consumer channels, Amazon and TikTok Shop remain its largest outlets. The company expects 2025 sales to double those of 2024 as it adds further long-wear, tech-driven products to its range.