Wet n Wild Logo

The story of the cosmetics label Wet n Wild began in Los Angeles, California, in 1979. Brothers Hal and Joe Rubin set up the brand to bring affordable beauty products to the market. The initial line-up of Wet n Wild comprised pocket-friendly nail polishes and lip glosses, each carrying a price tag of just 99 cents, ensuring that color cosmetics didn’t remain a luxury.

As the 1980s rolled in, Wet n Wild broadened its product range, stepping into the eye and face cosmetics world and offering complete color cosmetics collections. The brand quickly carved out a niche with its attractive pricing, contemporary packaging, and vivid color palette, striking a chord with a younger demographic.

By the time the 1990s came around, Wet n Wild had achieved cult status. It was hailed as one of the top mass-market cosmetic lines in the US, gaining popularity among consumers. Despite being acquired by Markwins Beauty in 2015, the brand stayed true to its origins, ensuring affordability and maintaining its stance against animal testing.

In recent years, the brand has prioritized better quality ingredients in its products, all while ensuring that most items remained under the $5 mark. Staying relevant with the times, Wet n Wild has launched collaborations with pop culture entities like Pacman and The Princess Bride, releasing limited edition collections.

Today, Wet n Wild remains steadfast in its mission to offer playful, trend-led, and reasonably priced cosmetics to the mass market, catering to both teenagers and adults. With an expansive color palette and a steady stream of new releases, Wet n Wild has secured its place as a favorite in the drugstore makeup scene, even four decades after its inception.