Wonderskin CEO Michael Malinsky on turning a viral product into a thriving beauty brand
Culture Index
Score Breakdown
Relevance
9/25
Freshness
25/25
Authority
18/20
Brand Signal
7/15
Depth
4/15
5-Axis Cultural Radar
Michael Malinsky’s 6-year-old brand Wonderskin could have easily become a one-hit wonder. The brand’s $22 peel-off lip stain went viral on TikTok for its metallic blue formula and social media-friendly reveal, and has since sold more than 6 million units. But what happened next is the rare part: The brand successfully launched into several more categories, including eye and complexion; took on $50
