On The Mark Beauty has partnered with Wonderskin to introduce the viral beauty brand to global travel retail. The launch centres on Wonderskin’s Wonder Blading All-Day Lip Stain, a long-wear lip colour product that has already gained impressive traction through social media and ecommerce channels.
According to the brand, Wonderskin has generated more than 2 billion TikTok views and sold over 7.5 million units worldwide. The brand claims to sell one Wonder Blading All-Day Lip Stain every five seconds on TikTok shop.
At the heart of the travel retail offer is the Wonder Blading Peel & Reveal Lip Stain Kit in the shade Whimsical, now available with On The Mark Beauty’s inflight partners. Priced at £23 inflight against a recommended retail price of £28 on the high street, the kit includes the brand’s best-selling lip stain and Activator, which enables the product’s viral ‘peel-and-reveal’ application process.
The waterproof and smudge-resistant formula is powered by Wonderskin’s patented Liquid Blading Technology and is designed to deliver transfer-resistant lip colour for up to ten hours.
On The Mark Beauty said the partnership reflects growing demand for trend-led beauty brands within travel retail, particularly among younger consumers who increasingly discover products through social media platforms.
On The Mark Beauty Chief Commercial Officer Katy Mason commented, “Wonderskin was firmly on our radar due to its phenomenal global growth and extraordinary consumer engagement.
“Their success is the perfect blend of disruptive product innovation, accessible beauty solutions and an incredibly smart digital strategy. Wonder Blading has transformed from a viral moment into a true global beauty staple.
“For travellers, the appeal is obvious. Consumers today want low-maintenance beauty that delivers reliability, simplicity and long-lasting performance, especially when travelling. Wonderskin ticks every box. It’s compact, effortless to apply, and genuinely stays put from boarding to landing and beyond.”
Wonderskin Co-Founder and Brand Director Marina Kalenchyts said, “Our partnership with On The Mark Beauty came together very organically because we share the same vision for how modern consumers discover and shop beauty.
“Wonder Blading has been a social-first success story from day one, and as global demand accelerated, travel retail became a natural next step for us.
“OTM Beauty truly understands the nuances of the inflight retail environment and the importance of bringing trending, high-performance products to passengers at exactly the right moment,” she added. “Travel retail is all about immediacy, discovery and excitement – and viral products thrive in that environment.
“At 35,000 feet there’s no time for constant touch-ups, and that’s exactly why Wonder Blading resonates so strongly with travellers. It applies in 60 seconds, lasts up to 10 hours, and stays flawless through meals, drinks, humidity and long journeys. It delivers confidence and convenience with minimal effort – which is exactly what today’s traveller is looking for.” ✈
