About Us


    We are cruelty free, and always have been! Read more about that here. We also make it a point to work with cruelty-free, third-party vendors.

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    Our products have always, always been some of the best-priced on the market and it’s not like we use different materials to make them than our competitors. Know what we’re saying? We care about you.


    We hear all the time "wet n wild was the first makeup I ever bought," and WE LOVE THAT.

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    We are the trusted beauty destination for women, inclusive of all ages, ethnicities, skin colors, and economic statuses. So basically, no matter who/ where you are in life, we have a product for you, lady.

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    We are the # 1 value brand in America. No, we did not name ourselves this.

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    We are based in Los Angeles, California. Where else?!

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    We partner with celebrities to create amazing products and looks. Oh, did you not hear about it? Read more about it here.

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    We are trend-setters in color. Did you KNOW we have over 400 versatile shades?


    We were the first to introduce black nail polish into drugstores, fulfilling the dreams of goth kids everywhere.

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    We are super safe: In fact, in a study that tested over 400 lipsticks, wet n wild lipsticks came out on top as the brand with the least (or no) lead content. The Campaign for Safe Cosmetics detected no lead in wet n wild lipsticks.

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    wet n wild’s lip liner has a huge cult-following of makeup artists and celebrities. It has been named the lip liner of choice that matches every skin tone.

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    wet n wild launched in 1979 with lipsticks and nail polishes at 99¢, and the same lipsticks and nail polishes remain the same price today. Hello! Everything has gone up since then: gas, milk, clothes, rent—everything except our lipsticks and nail polishes.

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    Celebrities love us. Here are some of our confirmed fans: Alexis Bledel, Alyson Hannigan, Angela Basset, Jessica Biel, Mary Louise Parker, Rachel Bilson, Meryl Streep, Paris Hilton, Rosalyn Sanchez, and Solange Knowles, Claire Danes, and the list goes on.

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    We are coast-to-coast: wet n wild launched in 1979 in Brooklyn, NY. It was purchased by Markwins and relocated to Los Angeles in 2003.

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    Makeup artists swear by our products, and for that reason, you can almost always spot a wet n wild eyeliner, lipstick, nail polish, or lip liner on any tv or movie set out there. For real!

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    We have won SO MANY AWARDS. Like, too many to list. But ok, here is a partial list: Allure Best of Beauty Award, American Cheerleader Beauty Award, Good Housekeeping Beauty Award, All You Reader’s Choice Award, Essence Award, O-War, Self Healthy Beauty Awards, Temptalia Editor’s Choice Award, and so many more!