Ever wondered what goes into creating the perfect skincare product? We sat down with our New Product Development team to uncover the fascinating journey behind WONDERBALM's latest launches – the travel-friendly 20ml size and the innovative lip balm. From consumer insights to formulation challenges, here's the inside story of how these products came to life.
The Strategy: Why 20ml and Lip?
We're curious about the decision to launch both a 20ml size and a lip-specific format. What drove these particular choices?
"We launched WONDERBALM in both a 20ml and lip-specific format based on a blend of practical insight, consumer feedback and a deep understanding of how our audience uses multifunctional skincare. The 20ml version was chosen as the ideal starting size, compact enough for on-the-go use but generous enough for daily application at home or in the car. It reflects the 'one product, everywhere' mentality that sits at the heart of WONDERBALM.
The lip balm, however, was a direct response to customer feedback. We'd consistently heard that people wanted the nourishing benefits of WONDERBALM targeted for more delicate areas especially the lips, which are prone to dryness, cracking, and sensitivity. Rather than simply repackaging the formula, we tailored it to suit the needs of this specific area, these additional sizes and formats were designed to fit seamlessly into our customers' lifestyles, whether that's at home, on the move, or as part of their self-care travel kit."
The Formulation: More Than Just Resizing
The lip formula differs from the 20ml version. Can you walk us through the reasoning behind this?
"Our NPD process always begins with purpose and WONDERBALM had to do more than just hydrate. It needed to be multifunctional, effective, and sensorially luxurious, while still being easy to slot into any routine.
For the lip version, we adjusted the formula to increase emollience and deliver greater staying power, creating a slightly more occlusive texture that forms a protective barrier against the elements. While it's designed with lips in mind, it's still versatile enough to be used on other dry or delicate areas like elbows, hands, knees, or cuticles or wherever skin needs a concentrated hit of nourishment.
Small tweaks like these were essential to meet the real-life demands of our customers and it's this attention to detail that ensures each version of WONDERBALM feels intentional, not just convenient."
The Process: Rigorous Testing Behind Every Product
What does the testing process look like when developing a new product like WONDERBALM?
"Our testing process is multi-phased, collaborative, and always customer-informed. It begins with a detailed product brief — this outlines what we want the product to achieve, including the desired consistency, skin benefits, functional features, hero ingredients, any ingredient exclusions (blacklists), and supporting market or consumer research.
From there, we collaborate closely with our formulation partners to bring the vision to life. This includes selecting safe, effective, and high-performance ingredients while aligning with our commitment to sustainability and clean beauty. Once samples are created, we carry out a comprehensive series of tests to evaluate performance — looking at texture, absorption, scent, finish, and most importantly, results. These tests are reviewed both internally and with targeted consumer panels to ensure the product delivers across different skin types and real-life usage scenarios.
We also take compliance and certification seriously. Each formula undergoes registration and regulatory checks for the markets we operate in. For WONDERBALM, that includes registering with the Vegan Society and ensuring compliance through cosmetic safety reports and documentation. We also conduct stability testing to confirm the product maintains its integrity over time and in varying conditions.
Only after final formulation sign-off do we move to the next development phase: packaging and design.
For WONDERBALM specifically, we went a step further by testing in lifestyle settings, observing how the product fits into daily routines, and how often it's used on-the-go. That feedback loop helped us refine not just the formula, but the formats we chose to launch with."
The Challenge: Innovating with Packaging
The lip packaging represents a new format for the brand. How did you ensure it was fit for purpose?
"Packaging is as crucial as formulation, it has to protect the product, be functional in use, and look great on your shelf or in your bag. For the WONDERBALM Lip, we introduced a new format that was sleek, secure, and intuitive to use , something you can reach for mid-commute, in your car, or out on a walk.
But adapting the formula for a squeeze tube wasn't as simple as resizing. The texture needed to be just right. The formula for WONDERBALM Lip was specifically designed to melt and absorb into the skin at around 36.5°C, the average temperature of human skin, allowing it to glide on effortlessly and lock in moisture.
To make the product dispense cleanly and consistently through a soft plastic tube, we added four additional ingredients to adjust viscosity and ensure it squeezes with ease, without compromising on efficacy or feel. We also tested extensively to ensure the balm performs reliably.
This new packaging format represents an exciting step forward for us and one that reflects our continued commitment to merging innovation with real-world practicality."
The Bigger Picture: Innovation Meets Real Life
What strikes us most about this conversation is how every decision – from size to formula to packaging – stems from a deep understanding of how people actually use skincare products. The NPD team hasn't just created new products; they've solved real problems that customers were experiencing with thoughtful, science-backed solutions.
The 20ml WONDERBALM addresses the need for portable, versatile skincare that doesn't compromise on quality. The lip balm tackles the specific requirements of delicate lip skin while maintaining the multi-use versatility that makes WONDERBALM special.
Both products represent the marriage of consumer insight, scientific innovation, and practical design – proving that the best skincare solutions come from truly understanding how people live their lives.
Ready to experience the results of this meticulous development process? The new WONDERBALM formats are available now.
