wet n wild®: Beauty for All

Since 1979, wet n wild® has redefined budget beauty, making high-performance makeup accessible to everyone. We’ve always believed that great beauty products shouldn’t come with a high price tag—and we continue to raise the bar by delivering innovative, quality-driven cosmetics that rival premium brands.

Our wide-ranging collection includes everything from award-winning foundations to playful lipsticks and eyeshadow palettes, all infused with nourishing ingredients and formulated to be clean, cruelty-free, and inclusive.

Our Mission

wet n wild® stands for:

💄 High Performance, Low Cost
From a $2 lipstick for beauty beginners to a $5 foundation loved by influencers and pro makeup artists, our products deliver performance and value without compromise.

🌍 Cruelty-Free Always
We’re proud members of PETA’s “Beauty Without Bunnies” program. That means no animal testing—ever.

🎨 Freedom to Explore
We empower beauty lovers of all ages and skill levels to experiment, express, and enjoy makeup without limits. Whether it’s your first product or your go-to favorite, you can always shop with ease and confidence.

🏆 Award-Winning Excellence
Our products have won praise from top publications including Allure, People, Cosmopolitan, and Self, proving that affordable beauty can still be best in class.

What Sets Us Apart

• Accessible pricing that invites everyone to the world of makeup.

• Clean formulations that are safe, effective, and thoughtfully crafted.

• Innovative launches that keep pace with trends and consumer needs.

• Inclusive shades and textures designed to flatter and celebrate all skin tones.

Everyone is WILD for wet n wild®

We started as many people’s first beauty brand—but we’re far from basic. With every new collection, we challenge expectations, push creative boundaries, and invite our community to play, perform, and express themselves boldly.

Because at wet n wild®, beauty is for everyone—and it should always be fun.