Wonderskin Enters Skincare With Launch of Single-Step Cleansing Balm

New updates have been reported about Wonderskin.

Wonderskin is expanding beyond color cosmetics into skincare with the launch of its Beyond Clean Melt-it-All Cleansing Balm, positioning the company to capture additional share in the premium cleansing segment. Known for its long-wear Wonder Blading All-Day Lip Stain and Hyper Bond Serum Foundation, the company is leveraging its reputation for transfer-proof, high-performance makeup to introduce a cleanser designed specifically to remove heavy, long-wear products in a single step while protecting the skin barrier. Co-founder Marina Kalenchyts said the move into skincare was a deliberate extension of the brand’s core proposition: simplifying routines without compromising efficacy, and ensuring that the first skincare SKU would be “exceptional” enough to earn immediate trust from its existing customer base. The balm was developed over two years in partnership with Korean chemists and features a proprietary phyto-lipid matrix that combines oils such as chamomile, olive, sweet almond, grapeseed, jojoba, macadamia, ylang ylang, tea tree, and shea butter to dissolve makeup, SPF, sebum, and pollution while aiming to maintain hydration and barrier integrity.

Strategically, the product allows Wonderskin to play in the fast-growing cleansing balm category with a differentiated, single-step proposition that eliminates the need for double cleansing, aligning with consumer demand for streamlined routines. The balm is SLS-, mineral oil-, and PEG-free and incorporates ingredients like Centella Asiatica and probiotics to support skin comfort, signaling a positioning at the intersection of skincare and gentle, barrier-focused formulations. The company has also introduced an innovative grinding jar package that dispenses fresh ribbons of product with each twist, which may support hygiene, dosing control, and perceived value. In consumer testing cited by the brand, 100% of participants reported that no additional cleanser was needed and that the product removed long-wear, transfer-proof foundation quickly, with over 93% rating it superior to prior cleansers. Priced at $33 for 50ml and marketed as vegan, cruelty-free, and suitable for all skin types, the balm gives Wonderskin an entry point to expand average order values, cross-sell from its makeup franchises, and build a more holistic regimen offering, potentially setting the stage for a broader skincare portfolio and deeper customer lifetime value over time.