Stick-form beauty products have attracted consumers thanks to their versatility, mobility and multifunctionality. Market Research Intellect projects the contouring sticks market will reach US $2.2 billion by 2031, increasing at a 8.2% CAGR (2024 - 2031). The same source expects blush sticks will expand to $6.18 billion by 2032, growing at a CAGR of 10.36% (2025 - 2032). Wet N' Wild's Megaglo Vitamin E Makeup Stick provides a versatile eye/cheek/lip example.
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Stick-form beauty products have attracted consumers thanks to their versatility, mobility and multifunctionality. Market Research Intellect projects the contouring sticks market will reach US $2.2 billion by 2031, increasing at a 8.2% CAGR (2024 - 2031). The same source expects blush sticks will expand to $6.18 billion by 2032, growing at a CAGR of 10.36% (2025 - 2032). Wet N' Wild's Megaglo Vitamin E Makeup Stick provides a versatile eye/cheek/lip example.
Wet N' Wild Megaglo Makeup Stick
The Wet N' Wild Megaglo Makeup Stick is described as a velvety cream-to-powder formula, featuring rich colors and three finishes: shine, glitter and shimmer. It is reportedly suitable for application to the eyes, cheeks and/or lips.
Blended with soothing and antioxidant-rich vitamin E, the product is designed to leave skin looking and feeling beautiful and radiant while concealing, highlighting, contouring and adding color. The company recommends applying it as the sole product or with a favorite eye shadow or lip gloss over it to create a customized color.
Additional touted features include:
- Formula glides on seamlessly with a satin finish,
- Easy to apply stick format,
- Makes beauty accessible to all, and
- Cruelty-free and paraben-free.
User Feedback: Wet N' Wild Megaglo Makeup Stick Blush
Following are example user reviews (edited for style), selected for their anecdotal insights on product form and function.
- I love that I can use it on my cheeks, eyelids and even my lips. I can also use it as a highlighter, so basically I can put this in my purse for a night out and use it for touch-ups on different areas of my face. It goes on so smooth, no pulling or tugging on your skin at all. And of course since it's Wet n Wild brand the price is great, especially for those on a budget.
- It is sooo smooth like butter and has a very soft scent. I love it the pigmentation, and how beautiful and smooth my makeup looks.
- It has a perfect little shimmer, just a small amount. I find myself wearing it as an eye shadow and a lipstick, too, on those days that I want a quick look and I don't have time to apply a lot of makeup. It is perfection in a small tube that you can carry around.
- These are totally dupes for the Glossier cloud paint. It has a natural shimmer and is a nice, pigmented blush stick.
- The formula is creamy and blends effortlessly onto the skin, giving a beautiful, natural flush. I love that it’s infused with vitamin E, which feels nourishing and adds a bit of hydration. The color payoff is great, and it lasts throughout the day without fading. Plus, the stick format makes it super convenient for on-the-go touch-ups. Overall, it's an affordable and versatile product.
Balancing Structure, Stability and Aesthetics in Stick Formulas
Nicholas and Brooks previously described the challenges of formulating stick beauty products and how hyperbranched polyalphaolefins (HBPs) (INCI: Synthetic Wax) could enhance these parameters. "Among the array of product forms, cosmetic sticks are practical and easy to use," they wrote. "However, they can also present formulation challenges in terms of structure, stability and aesthetics."
The authors explained that while polyethylene and other highly crystalline waxes typically are used in stick formulations — to provide structuring and to prevent syneresis associated with natural materials such as beeswax, carnauba wax and candelilla wax — the use of polyethylene results in high pour points and a matte finish.
"The distinctive branch-on-branch structure [of HBPs] enables them to lower pour points," the authors explained. "The addition of an HBP creates a structure that is more uniform with smaller wax domains. This effect suggests the HBP acts as a compatibilizer between the oil and polyethylene to help disperse the polyethylene in the oil, with the result being a smaller crystal size and the entrapment of oil within the crystalline matrix."
In general, per the authors, the degree of compatibilization is related to both HBP branch length and type of oil. The longer the chain length of an HBP, the more it typically decreases structuring capabilities. However, oil binding may also be affected depending on branch length. "For this reason, it is important to assess these parameters with the specific ingredients used in individual applications," the authors write.
What's more, lowering pouring temperature adds another dimension of formulating flexibility: offering greater protection for volatile ingredients such as fragrance, isododecane, volatile active ingredients or combinations of ingredients that may be sensitive to heat. In addition, the highly branched structure of HBPs enhances gloss thanks to its high refractive index.
Ingredients: Wet N' Wild Megaglo Makeup Stick Blush
Methyl Methacrylate Crosspolymer, Cetearyl Ethylhexanoate, Polyethylene, Dipentaerythrityl Hexa C5-9 Acid Esters, Dimethicone, Isononyl Isononanoate, Oleic/Linoleic/Linolenic Polyglycerides, Hydrogenated Coco-glycerides, Cetyl Ethylhexanoate, Trimethylolpropane Triisostearate, Microcrystalline Wax/Cire Microcrystalline, Pentaerythrityl Tetraethylhexanoate, Isopropyl Myristate, Ceresin, Talc, Euphorbia Cerifera (Candelilla) Wax/Cire de candelilla, Phytosteryl Macadamiate, Cetyl PEG/PPG-10/1 Dimethicone, Polyglyceryl-4 Isostearate, Hexyl Laurate, Phenoxyethanol, Sorbic Acid, Tocopheryl Acetate, Simmondsia Chinensis (Jojoba) Seed Oil, Tocopherol; may contain: Titanium Dioxide/CI 77891, Iron Oxides/CI 77491, CI 77492, CI 77499. Ingredients listed as shown on company website March 2, 2025.
